The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers

1 Overview of Mobile Market Research

INTRODUCTION

Mobile market research (sometimes abbreviated to MMR) is a topic that had been forecast as the next big thing in market research for more than ten years. By 2014, there was widespread agreement that it was finally coming of age and was already having a major impact on many aspects of market research, from quantitative to qualitative, and from local to global. In the future, most market researchers are likely to come into contact with mobile market research in their everyday work and therefore a good understanding of the opportunities, characteristics, limitations, and challenges of this mode is essential. Similarly, buyers and users of market research need to be aware of the implications of some or all of their research being collected via mobile devices.

WHAT DOES MOBILE MARKET RESEARCH MEAN?

Mobile market research refers to participants taking part in market research via mobile devices and market research about the use of mobile devices.

Until recently the term ‘mobile market research’ was largely synonymous with research conducted by or about mobile phones. However, since the arrival of additional mobile devices, such as tablets and phablets, the term ‘mobile market research’ has become broader.

More specifically, mobile market research typically refers to the following:

1. Quantitative research where the participants complete surveys on their mobile device.
2. Mixed-mode quantitative studies, where some participants complete ...