KOREASCHOLAR

A QUALITATIVE STUDY ON THE METHODOLOGICAL POTENTIAL OF DATA COLLECTIONS VIA SMARTPHONES

Marie Schulte
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271983
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1047-1052
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Based on qualitative interviews with mobile market research experts, a comprehensive framework for assessing the methodological potential of data collections via smartphones is developed. The findings serve as a basis for the development of new approaches to collect data via smartphones.

Keyword
Mobile marketFrameworkMarket research industryApp-administered surveyMarket researcher
Author
  • Marie Schulte(Technische Universität Braunschweig)