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Mobile marketing research
Mobile Marketing Research describes a method of data collection means by using functions of mobile phones, smart phones and PDAs. It makes use of strengths from mobile communication and applies these strengths to research purposes.〔Maxl, Emanuel: Mobile Market Research: Analysis through the Mobile Phone, in: Maxl/Döring/Wallisch (Hrsg.): Mobile Market Research (Neue Schriften zur Online-Forschung 7), Herbert von Halem Verlag, Köln, 2009, p.12〕
==Background==
Due to sociocultural changes towards digitization in everyday life, reachability and lifestyle at the turn of the 21st century, it became more and more difficult for the marketing research industry to address respondents that are both willing to participate in surveys and reachable via traditional media. Consumers were no longer clearly classified which made it harder to make obvious assumptions about consumer behavior. Researchers had to adopt their approaches to keep up with technology as well as coping with these changes in order to find out who customers are and what they want.〔Kaufmann, Gwen: Die Marktmacht des Konsumenten, in: Planung & Analyse, 2/2010 (Sonderteil: Jahreskongress für Marktforschung - Zukunft der Märkte - Märkte der Zukunft, April 2010), p.5〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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