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Mobile Future of Marketing Research
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The convergence of marketing research and mobile communications has provided a foundation for the development of new method of mobile data collection: mobile application. Although mobile applications are widely discussed topic among the marketing research practitioners, none academic work investigated their potential in marketing research. This book aims to fill this gap by examining mobile applications as a data collection method in marketing research. In order to achieve this, advantages, limitations, applications and data quality issues related to the mobile app research were investigated separately. The most important finding to come out of the research was that data quality is perceived as the biggest advantage of using mobile applications in marketing research. Research revealed that use of mobile applications improves response rates, mainly via engagement that is provided to survey participants.
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