Mobile marketing research Paper Example | Topics and Well Written Essays - 1250 words

Mobile marketing - Research Paper Example Wireless communication has revolutionized human interactions and actions in ways that could not have been anticipated by Graham Bell, the founder of the telephone. The revolution has given new meaning to the term mass communication and the possibilities offered by the communication systemsPerhaps the most widely used conduit for communication these days is the mobile phone. It is needless to say that the advancement in communication technology has been crucial in the parallel progress and expansion of the global knowledge base and the pace of acquisition of further knowledge (Burns & Bush, 2000). And academic research being one of the main routes to progress in the understanding of human beings has been affected positively by the growth of the communication systems. For instance handling the data accumulated in any research process has become much easier thanks to the facility of software databases for storage of research data (Janssens, 2008). Data in this form is available for tran sport virtually without limitations of time for sending or the location of the sender and receiver. However the incorporation of technology into research methodologies is yet to take a form and most of the research procedures involve techniques that are indifferent to the use of technology. For example a lot of primary research is still conducted with data collectors going to the subjects of the research to collect the data and the communication facilities play a trivial role in facilitating the process (Malhotra & Birks, 2007). Hence research over mobile phones and similar communication devices is also not viable in most fields of research and because of many research limitations and requirements. The Benefits of Mobile Access in Research However the leading business organizations of the world are working on devising methods of capitalizing on the potential of market research insight provided by the prospective use of mobile networks for outreach to the subjects of the market resea rch. The main advantages that the ubiquity, spread and incidence of mobile phone usage provide are the speed with which market research can be conducted, the delimitation of the timing restriction for conductance of research, the ability of capturing the opinions and other data of research at any particular time (for instance, reactions of a group of people can be captured using mobile technology immediately after an event), the ease of carrying out the research, the lack of restrictions of the location of the human subjects of the research or that of the researcher, and the possibility of both lateral and vertical research incorporating all the aforementioned advantages, i-e the ease of investigating the state of one factor over many different time instances and that of recording the state of a factor at any instance over many different locations. It has already been proven that the dimension of research corporations far longed for; the study of ‘pulse impact’ or the i mmediate short-lived effects of corporate tactics and decisions can be studied using the mobile research facility (Taylor, 2000). Hence a company might be able to study the causes and patterns of disinterest or interest among consumers for a newly launched product emanating from the first impression of the product. The possibility of research over the internet, which is one of the major forms of mobile market research and probably the main form of market research of the future, also addresses the vital facet of researching of creating interest for the participant in the research. With all the attractions that are available for use on the digital platform, the researcher can approach more people for the research using fewer resources than are required for conventional researching. In one informal study cited by N. Bradley (2010) in his