Abstract:

It is critical that the researcher is aware of and responsive to existing national laws, stricter standards or rules that may be required in any specific country, and the local regulatory climate and cultural disposition toward contacting mobile phones. Further, the researcher should determine at the start of the contact if the number they are contacting is a mobile or fixed line. While recognising that mobile phones permit the use of various research methodologies including e-mail and web surveys, this guideline applies only to market research conducted by using voice or text message (SMS) to contact respondents on their mobile phones. The guideline does not cover the use of interactive services on a mobile phone for research purposes.