Understanding the determinants for the adoption of mobile market research

Just as the mobile revolution has had a profound impact on society, creating new, and modifying existing economic activities, so too has the market research industry undergone a similar transformation. Mobile market research is now one of the technological innovations having the greatest impact on firms’ marketing information systems.

The opportunities offered by mobile technology as a data collection method have been pointed out both in academic research and in the market research industry itself, identifying it as a new and important technological innovation in data collection.

This topic is what the scientific publication that we analyze today talks about, which is written by María Jesús Martínez Argüelles, member of Management and e-Learning (MeL) research group, together with Carmen Pacheco Bernal and Ana Isabel Jiménez Zarco. The article was published in the journal Frontiers in Psychology in 2020.

Objectives and Methodology

The research study aimed to investigate the determinants influencing the adoption of mobile market research in the Spanish market research industry. The research methodology included a qualitative phase with sector report analysis and expert interviews, followed by a quantitative survey using Likert scales to analyze factors influencing the adoption of mobile market research in Spain.

Results and Conclusions

The study found that organizational and environmental factors, such as professional competence, organizational openness, satisfaction with traditional and online methodologies, and pressure from industry, clients, and survey participants, significantly influenced the adoption of mobile market research in the Spanish market research industry.

Surprisingly, technological factors were not found to be drivers for adoption, indicating a shift towards mobile research based on convenience and strategic differentiation rather than technological characteristics.

In conclusion, the findings underscored the importance of considering a range of organizational and environmental factors when implementing mobile research strategies in the industry. Recognizing and adapting to these elements is crucial to ensuring the success and effectiveness of mobile research strategies within businesses, thus allowing them to fully capitalize on the potential of mobile platforms for research purposes.

Consult the study

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