Abstract:

With the growth of Internet-enabled mobile devices (mobile phones), online surveys can be carried out regardless of location or access times. This study will give an insight into the extent to which it is possible to achieve a faster response by using Internet-enabled mobile devices for market research and whether this does have a positive effect on the quality of the results. In addition, the study will also provide an overview of which research issues are best suited to the use of mobile data collection in terms of the technological possibilities and differences between the various mobile devices.