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Pemindahan teknologi MARDI melalui penerbitan: Profil pembaca
(MARDI technology transfer through publications: Reader’s profile)
Hazida Syima Hamazah* dan Nurfarhana Abdullah*
Kata penunjuk: pembaca, penerbitan MARDI, pemindahan teknologi, usahawan

Abstrak
Penerbitan merupakan salah satu medium pemindahan teknologi MARDI kepada kumpulan sasar. Penerbitan MARDI merupakan dokumentasi hasil penyelidikan yang dijalankan oleh penyelidik MARDI yang merupakan pakar dalam bidang pertanian, makanan dan industri asas tani. MARDI telah menerbitkan beberapa jenis penerbitan dan sembilan daripadanya masih aktif sehingga kini dan dijual kepada orang awam. Kajian ini dijalankan untuk mengenal pasti pembaca penerbitan MARDI. Seramai 336 orang responden terlibat dan majoritinya terdiri daripada kaum lelaki yang berbangsa Melayu, lulusan universiti dan bekerja di sektor awam. Antara penerbitan utama pilihan pembaca ialah buku ilmiah, majalah Agromedia dan Manual Teknologi. Dari segi bangsa, pembeli Melayu dan India cenderung membeli buku ilmiah manakala pembeli Cina dan bangsa lain pula lebih banyak membeli Manual Teknologi. Enam daripada sembilan jenis penerbitan pula banyak dibeli oleh golongan usahawan iaitu Buletin Teknologi, Manual Teknologi, buku ilmiah, majalah Agromedia, Siri Panduan Usahawan dan Model Perusahaan Makanan. Manakala jurnal teknologi dan Mekanisasi Pengeluaran Makanan banyak dibeli oleh golongan tenaga pengajar. Laporan Penyelidikan MARDI pula diminati oleh golongan penyelidik. Kesimpulannya, tiga jenis penerbitan utama (buku ilmiah, majalah Agromedia dan Manual Teknologi) perlu diperbanyakkan.

Abstract
Publication is one of the medium used by MARDI to transfer its technology to the target groups. MARDI’s publication documented research findings by MARDI’s researchers who are experts in the field of agriculture, food and agrobased industries. MARDI publishes a variety of publications and nine of them are still active and also sold to the public. A study was conducted to identify the readers of MARDI’s publication. It involved 336 respondents and the majority of them were males, Malays, university graduates and working in public sector. The scholarly books, Agromedia and Manual Teknologi were the main publications preferred by readers. In terms of race, Malay and Indian readers tend to buy scholarly books, while Chinese and other races preferred Manual Teknologi. The results also showed that six out of nine types of publications mostly purchased by the entrepreneurs were Buletin Teknologi, Manual Teknologi, scholarly books, Agromedia, Siri Panduan Usahawan and Model Perusahaan Makanan. Publications such as journal and Mekanisasi Pengeluaran Makanan were purchased by academicians and Laporan Penyelidikan MARDI by researchers. As a conclusion, production of three types of publication which include scholarly books, Agromedia and Manual Teknologi should be increased.

Copyright 2012 ©
Economic and Technology Management Research Centre,
MARDI Headquarters, Persiaran MARDI- UPM, 43300 SERI KEMBANGAN,
SELANGOR, MALAYSIA
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