Dossier «Digital marketing: revolutionising consumption and society» coordinated by Irene EstebanISSUE 11 (MAY 2019)
USE OF NEW TECHNOLOGIES Marketing research with mobile devices: a slow awakening
Abstract

Just as the mobile revolution has had a profound impact on society, has created new economic activities and modified existing ones, the marketing research industry has not remained at the margin of all these transformations. As we will see below, mobile technologies have represented new challenges and opportunities for the professionals in the sector, creating new ways to collect data from consumers who participate in market research studies. However, in spite of the advantages that the use of mobile methodologies involve for industry, their adoption and diffusion as a technique to collect information still remains fairly limited. This article includes the data on research methodologies used by the sector and identify the main factors that have influenced the adoption of mobile market research, whether to incentivise or limit their use.

market research;  mobile devices;  mobile research;  on-line research;  adoption;  TOE;  ESOMAR;  AEDEMO; 
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