In this article, Marilyn G. Hood of Hood Associates discusses situations that affect and inhibit the institutional acceptance of audience research, including both the concept and findings from research projects. Hood argues that if institutions allow adequate time and resources, solicit input and develop support for use of the results and prepare staff to carry out implementation, than institutions are more likely to accept research results.
Document
TEAM MEMBERS
Marilyn G. Hood
Author
Hood Associates
Citation
ISSN
:
0892-4996
Publication Name:
Visitor Behavior
Volume:
11
Number:
3
Page Number:
4
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