Mobile marketing research

[1] Due to trends towards digitization at the turn of the 21st century, the marketing research industry found increasing difficulty reaching respondents via traditional media, making it harder for marketing researchers to make assumptions about their behavior.

[6] Some marketing methods include conducting surveys via mobile phones, in part to reach a younger audience.

[7][8] Although, generally, researchers found that the proportion which prefers to answer through smartphones is significant across many countries.

push studies (B) the researcher prompts the respondent to give appropriate feedback once it is recognized that he/she is located in a particular environment or is in a certain situation.

The Short Message Service (SMS) outlines one possibility, which can be used as a basis to conduct interviews.

On the other hand, the participants of the survey have to pay the costs for internet usage via mobile phone.

The high number of different and not-compatible software or the low transmission rate of data are just a few to name.

[15] Restrictions concerning the reveal and passing on of mobile phone numbers (because of data protection and the lack of Anonymity) are setting limits to the research in this field of study, too.

[16] Statistical methods in mobile market research profit from the fact that they do not depend on place or time.

Considering that a high number of participants of the main target groups cannot be reached at home at most hours of the day,[18] the chance to get hold of them by mobile phone is much higher.

As most people always carry their mobile phones with them, an immediate transmission of personal impressions of current events is possible at any time.

In addition, mobile internet usage increases with the rapidly developing distribution of smartphones.

[20] Through the novelty of the form of the survey and its playful design, mobile research has a motivating effect on the participants.