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

7 Mobile Quantitative Research

INTRODUCTION

This chapter provides an overview of mobile quantitative research, providing a context for many of the later chapters, such as those covering CATI, CAPI, passive tracking, and in particular the chapter on designing and managing mobile surveys.

The chapter covers:

• Defining mobile quantitative market research
• Mobile specific research
• Mixed-mode projects
• Connecting with research participants.

MODES OF DATA COLLECTION

When reviewing mobile quantitative market research the wider context of market research needs to be considered. Most market research, by spend, is quantitative market research. The ESOMAR Global Market Research report for 2013 estimated that, by spend, 77% of market research is quantitative, 17% qualitative, and 6% other (ESOMAR 2013).

It is important for market researchers, especially researchers from the more developed markets, to remember that the majority of global data collection is currently not yet online. Online is currently the most popular research mode for survey research; however, only approximately 50% of survey research globally uses the online mode. Figure 7.1 shows the share of spend allocated to the leading data collection methods in 2012 (ESOMAR 2013).

Figure 7.1 Global spend by mode, from 2013 ESOMAR Global Market Research Report

While online market research has become the leading methodology in ...