The Role of Mobile Technologies in Marketing Research

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THE ROLE OF MOBILE TECHNOLOGY IN MARKETING RESEARCH

ABSTRACT
Marketing Research is systematic gathering, recording and analysis of data about problems relating to marketing of goods and services. Survey related to consumer is essential through out the marketing process starting from new product development to decline stage of a product. The success of survey depends upon effective gathering of information. Effectiveness information is attained only when there is involvement on the respondent side and the enumerator side. The reliability of the data collection depends upon respondents responses hence the respondents should be given enough time as well as convenience to give the correct response, which can be provided through mobile technologies. The enumerator is concerned about time, cost and effectiveness. The expectations of the respondent and enumerator can be achieved through mobile technologies such as cell phones, WiFi, PDA, iPods etc., The services like SMS, MMS, chatting, e-mail, polling,etc., can be efficiently used for data collection and data analysis can be instantly done through server based scripting. The features of the mobile technology bridge the gap between the researchers and the customers by Easiness, Convenience, Operatives, Accountability and Computability can be easily achieved. As every technology has its own limitations, India is a country where it lack awareness regarding the Technology and usage of these technologies, among the major sector will be a issue at the moment, but since because of the fast growth of technology will over come this problem in near future. This study highlights the ways and means of using various mobile technologies in the area of Market research and consumer behaviour.

Key words: Mobile technology, Market research, Respondents and Enumerators.

INTRODUCTION
American Marketing Association (AMA) defines Marketing Research as “the systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and services.” It is a systematic and objective study of problems pertaining to the marketing of goods and services. Marketing Research is an integral function of companies which links the consumer, customer and public to the marketer through crucial information which helps the company identify and define marketing opportunities and problems. It helps companies generate, refine and evaluate marketing actions and monitor marketing performance. It improves understanding of marketing as a process. Most importantly it enables companies to collect information to understand customers, competitors and the environment better. This is done either through ad-hoc research studies or through continuous research. The reliability of the studies in both these methods depends on the accuracy of the primary data collected. While collecting primary data, the respondents should be given enough time and convenience in order to elicit accurate responses. But the enumerator, most often concerned with time and cost effectiveness will not be able to give the respondent the time and the convenience required to elicit correct responses. Therefore it can be concluded that an adequate method wherein the reliability levels are high is that which addresses the concerns of both the enumerator and the respondent. This study also highlights the ways and means of using various applications of mobile technology in the area of Market research and consumer behavior. OBJECTIVES:

To study the demerits of the traditional method.
To analyze the growth of mobile technology.
To enlighten the application of mobile technology in marketing research. •To assess the benefits of using mobile technology in data collection.

STATEMENT OF PROBLEM:-
Companies adopt continuous studies or ad-hoc research as an attempt to combat increasing competition and rapidly changing consumer preferences. Whatever be the type of research, the research design should identify the...
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