Abstract:

While recognising that many mobile phones and mobile devices permit the use of online research methodologies, including e-mail and web surveys, the ESOMAR Guideline for Online Research covers research using email, browser-based or downloaded applications and this guideline for research via mobile phone applies to research conducted by using voice or text message (SMS) to contact respondents on their mobile phones. If a combination of mobile and online is used, e.g. mobile phone to contact and internet browser to respond, then the appropriate parts of each guideline should be applied.