Rogers's+Diffusion+of+Innovations

Chapter 3. The Innovation: Rogers's Diffusion of Innovations
(everything to in the lefthand column points to this) || (e.g., mass media or interpersonal) ||  || (e.g., its norms, degree of network interconnectedness) ||  || Table found on page 51 of the Ellsworth text.
 * ===Variables Determining the Rate of Adoption=== || ===Dependent Variable that is Explained=== ||  ||
 * **I. Perceived Attributes of Innovations**
 * 1) Relative Advantage
 * 2) Compatibility
 * 3) Complexity
 * 4) Trialability
 * 5) Observability ||   ||
 * **II. Type of Innovation-Decision**
 * 1) Optional
 * 2) Collective
 * 3) Authority || RATE OF ADOPTION OF INNOVATIONS
 * **III. Communication Channel**
 * **IV. Nature of the Social System**
 * **V. Extent of Change Agent's Promotion Efforts** ||  ||

__Notes__: 1. Holloway's 1978 study of the reactions of 100 high school principals to an innovative, cooperative high school-college program employed a quantitative methodology (factor analysis), while Rogers's original study use the qualitative, rural sociology approach.

Holloway identified "status/prestige" as a separate factor from //relative advantage// and found little distinction between the effects of //relative advantage// and //compatibility//.

2. Kearns surveyed participants prior to a diffusion in suburban Pittsburgh schools to help come up with key attributes.

3. In Gagne's Instructional Technology: Foundations (1987), Burkman provides a treatment of factors affecting utilization, which relies heavily on Rogers's model, but examines factors from the user's point of view, rather than the change agent's. Burkman refers to this approach as User-Oriented Instructional Development or UOID (p. 60).

4. Moore and Benbasat (1990) have derived a standardized questionnaire to measure innovation characteristics based on the attributes Rogers identified (p. 60).

Taken directly from chapter 3 of

Ellsworth, J.B. (2000). Surviving change – a survey of educational change models. (ERIC Clearing House on Information and Technology, Syracuse, NY. (ED443417)