With respect to methodology, Rogers leaned on the practice adopted in agricultural sociology, which he knew from his own studies in this field at Iowa State University, in particular the seminal study by Iowa State sociologists Bryce Ryan and Neal Gross (Ryan & Gross, 1943; CF. Lowery & DeFleur 1995; 2004; Rogers Meyer, 2003). In the summer of 1941, Ryan and Gross interviewed 259 farmers regarding their adoption of a new hybrid seed corn during the 1930s. Drawing on these data, they identified factors that influence a single adoption decision and proposed an S-shaped diffusion curve.
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