Abstract:
This paper describes a framework for the use of mobile research, supported by case studies conducted in Japan for a global manufacturer of sporting goods. The approach illustrates how mobile phones provide marketers not only with a powerful survey platform, but also with the means of recruiting highly vertical samples at specific locations such as at events and in retail channels.
Magazines
Research World (December 2006)
Catalogue: Research World 2006
Author: ESOMAR B.V.
 
December 1, 2006
Research Papers
From online games to Olympic games
Catalogue: Worldwide Multi Media Measurement 2006
Authors: Alex Chisholm, Stacey Lynn Koerner
Company: Interpublic Group of Companies
June 4, 2006
