Abstract:

India is characterized as a country with several countries within it. The multiplicity of languages and ethnicity, geographical spread, low literacy levels and a large rural audience brings operational challenges to reaching India's diverse audience. The exhilarating growth in mobile phone penetration offers marketers and researchers an opportunity to tap into this burgeoning and fast evolving Indian audience in a time-efficient and cost-effective manner. Yet adoption of mobile based research has been fairly limited worldwide, more so in India. This paper addresses these barriers and showcases mobile based applications that are increasingly gaining attractiveness for data collection, in or out of MR, within India.