Research Methodology for Mobile Phone Ads.

Topics: Mobile phone, Advertising, Marketing Pages: 28 (8594 words) Published: January 4, 2010
Research Methodology For Mobile Phone Ads.


2.Secondary data.

3.Problem definition.
Management decision problem.
Marketing research problem.

4.Approach to the problem.
Theoretical framework.
Analytical model.
Research questions.

5.Descriptive research design.

6.Sample of the questionnaire.




The advent of the Internet has made dramatic changes in every aspect of our lives. It profoundly changes how to communicate with people as well as how to buy products and how to use spare time. Surely, marketing communication strategies of corporations kept up with these changes in building corporations’ websites, creating online shopping malls, providing online consumer services, and conducting various types of Internet ads such as banner ads. The Wireless is more rapidly diversifying consumers and increasing contact points between consumers and companies. Many corporations already secured that their Internet service is working properly with consumer’s mobile device. Wireless communication creates endless opportunities for advertisers, including reaching target specific consumers and location-based promotions. The newly emerging marketing communications phenomenon, advertising via Short Messaging Service (SMS), has the potential to reach millions of consumers by wireless devices anytime, anyplace. The rapid growth of this marketing concept in Europe, Asia and U.S.A encourage the Egyptian wireless industry to adapt it for the Egyptian consumer. This study explores the relationships between attitudes toward the mobile phone medium and mobile phone ads and the behaviour of the respondents in relation to their propensity to accept and use mobile phone ads. At the end we want to know if Egyptian consumers affected in their purchasing patterns by mobile phone ads or not?

Literature Review:

Wireless Advertising is one of the newest ways advertisers/marketers have found to reach consumers in a new and compelling way. With the boom of Internet advertising beginning to level out, advertisers discovered a new technology that consumers are beginning to welcome with open arms. It has been estimated that there will be half a billion mobile phones in the U.S. by 2003 (King, 2000). There are currently about 4.4 million wireless Web and messaging subscribers in the U.S. as of August 2001, but the expected growth by 2005 is 71.1 million (Kotch, 2001). If the rapid growth of the mobile phone is any indication as to what is to come, the entire wireless market is looking at a bright future. But nobody knows if wireless advertising will grow to be a viable industry. There is a great chance that a large percentage of the population will someday get some kind of advertising-supported content on a wireless device of some kind. But right now the industry is at a sensitive point and it has to prove that consumers will accept advertising on personal digital assistants (PDA), cell phones, and others. Even though it is important to present market predictions for wireless advertising, one of the most important questions that should be asked right now is whether or not consumer will be willing to receive advertising on their wireless devices such as cell phone.

Mobile Advertising
The forms of new media advertising mentioned so far are primarily designed to be used with the Internet. A different form of new media communication is intended to take advantage of the on-the-go nature of modern consumers and is referred to as mobile advertising (Senn, 2000; Stafford, 2005). This technology uses wireless communication to reach consumer via cell phones, pages, and personal digital assistants. In some counties such as Japan and Finland, these devices have already become important forms of new media...

References: Ang, J.S.K., Sum, C.C. and Yeo, L.N. (2002), “A multiple-case design methodology for studying
MRP success and CSFs”, Information & Management, Vol
Applegate, L.M., Mcfarlan, F.W. and Mckenney, J.L. (1999), Corporate Information Systems
Management: Text and Cases, 5th ed., McGraw Hill, New York, NY.
Balasubramanian, S., Peterson, R.A. and Jarvenpaa, S.L. (2002), “Exploring the implications of
m-commerce for markets and marketing”, Journal of the Academy of Marketing Science,
DelVecchio, S. and Seeman, E. (2007), “Discriminant analyses of field sales force adoption of
wireless technologies”, International Journal of Mobile Communications, Vol
Delone, W.H. and Mclean, E.R. (2003), “The Delone and Mclean model of information systems
success: a ten-year update”, Journal of Management Information Systems, Vol
Forrester Research (2000), “USD 7 trillion in e-commerce revenues by 2004”, available at: www.
Goodhue, D.L. and Thompson, R.L. (1995), “Task-technology fit and individual performance”,
MIS Quarterly, Vol
Junglas, I.A. and Watson, R.T. (2003), “U-commerce: an experimental investigation of ubiquity
and uniqueness”, Proceedings of the International Conference on Information Systems,
Kannan, P.K., Mei Chang, A-M. and Whinston, A.B. (2001), “Wireless commerce: marketing
issues and possibilities”, Proceedings of the 34th Hawaii International Conference on
Khalifa, M. and Cheng, S.K.N. (2002), “Adoption of mobile commerce: role of exposure”,
in Sprague, R.H
Lee, C. and Ke, C.H. (2001), “A prediction-based query processing strategy in mobile commerce”,
Journal of Database Management, Vol
Liang, T.P. (2002), Decision Support Systems and Business Intelligence, Best Publishing Co.,
Taipei (in Chinese).
Liang, T.P. and Wei, C.P. (2004), “Introduction to the special issue: a framework for mobile
commerce applications”, International Journal of Electronic Commerce, Vol
Matskin, M. and Tveit, A. (2001), “Mobile commerce agents in WAP-based services”,
Journal of Database Management, Vol
Miller, K.D. (1992), “A framework for integrated risk management in international business”,
Journal of International Business Studies, Vol
Poon, P. and Wagner, C. (2001), “Critical success factors revisited: success and failure cases of
information systems for senior executives”, Decision Support System, Vol
Raisinghani, M.S. (2001), “WAP: transitional technology for m-commerce”, Information System
Management, Vol
Siau, K., Lim, E.P. and Shen, Z. (2001), “Mobile commerce: promises, challenges, and research agenda”, Journal of Database Management, Vol. 12 No. 3, pp. 4-13.
Tarasewich, P., Nickerson, R.C. and Warkentin, M. (2002), “Issues in mobile e-commerce”,
Communications of the Association for Information Systems, Vol
Tjan, A.K. (2001), “Finally, a way to put your internet portfolio in order”, Harvard Business
Review, Vol
Tsang, M.L., Ho, S.C. and Liang, T.P. (2004), “Consumer attitudes toward mobile advertising: an empirical study”, International Journal of Electronic Commerce, Vol. 8 No. 3, pp. 65-78.
Turel, O. and Yuan, Y. (2006), “Investigating the dynamics of the m-commerce value system: a comparative viewpoint”, International Journal of Mobile Communications, Vol. 4 No. 5,
Umble, E.J., Haft, R.R. and Umble, M.M. (2003), “Enterprise resource planning: implementation procedures and critical success factors”, European Journal of Operational Research,
Varshney, U. (2003), “Wireless I: mobile and wireless information systems: application, networks, and research problems”, Communication of the Association for Information Systems,
Varshney, U. and Vetter, R.J. (2002), “Mobile commerce: framework, applications and networking support”, Mobile Networks and Applications, Vol. 7 No. 3, pp. 185-98.
Weill, P. and Vitale, M. (2002), “What IT infrastructure capabilities are needed to implement e-business models?”, MIS Quarterly Executive, Vol. 1, pp. 17-34.
Williamson, O.E. (1975), Markets and Hierarchies: Analysis and Antitrust Implications, Collier Macmillan Publishers, New York, NY.
Wu, J.H. and Wang, S.C. (2005), “What drives mobile commerce? an empirical evaluation
of the revised technology acceptance model”, Information & Management, Vol
Ajzen, I. (1991), “The theory of planned behaviour”, Organizational Behavior and Human
Decision Processes, Vol
Akaah, I.P., Korgaonkar, P.K. and Lund, D. (1995), “Direct marketing attitudes”, Journal of
Business Research, Vol
Barnes, S.J. (2002), “Wireless digital advertising: nature and implications”, International Journal of Advertising, Vol. 21 No. 3, pp. 399-420.
Barnes, S. and Scornavacca, E. Jr (2003), “Mobile marketing: the role of permission and acceptance”, Proceedings of the Second International Conference on Mobile Business,
Vienna, Austria.
Barwise, P. and Strong, C. (2002), “Permission-based mobile advertising”, Journal of Interactive
Marketing, Vol
Bauer, H., Barnes, S.J., Neumann, M. and Reichardt, T. (2005), “Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study”, Journal of Electronic
Commerce Research, Vol
Bellman, S., Johnson, J. and Lohse, G.L. (2001), “To opt-in or opt-out? It depends on the question”,
Communications of the ACM, Vol
Carroll, A., Barnes, S.J. and Scornavacca, E. Jr (2005), “Consumers’ perceptions and attitudes towards SMS mobile marketing in New Zealand”, Proceedings of the Fourth International
Conference on Mobile Business, Sydney, Australia, 11-13 July, pp
Creswell, J.W. (2003), Research Design: Qualitative, Quantitative, and Mixed Approaches, Sage,
Dickinger, A., Scharl, A. and Murphy, J. (2005), “Diffusion and success factors of mobile marketing”, Electronic Commerce Research and Applications, Vol. 4 No. 2, pp. 159-73.
Dickinger, A., Haghirian, P., Murphy, J. and Scharl, A. (2004), “An investigation and conceptual model of SMS marketing”, Proceedings of the 37th Hawaii International Conference on
System Sciences, Hawaii, January.
Enpocket (2005a), “Direct Response Report”, available at: (accessed
10 February 2006).
Enpocket (2005b), “Consumer Preferences Report”, available at: (accessed
10 February 2006).
Enpocket (2005c), “Brand performance of SMS advertising”, available at:
(accessed 10 February 2006).
Godin, S. (1999), Permission Marketing: Turning Strangers into Friends, and Friends into Customers, Simon and Schuster, New York, NY.
Hoyer, W.D. and MacInnis, D.J. (2004), Consumer Behavior, Houghton Mifflin, New York, NY.
Hristova, N. and O’Hare, G. (2004), “Ad-me: wireless advertising adapted to the user location, device and emotions”, Proceedings of the 37th Hawaii International Conference on System Sciences, Hawaii, January.
Jelassi, T. and Enders, A. (2004), “Leveraging wireless technology for mobile advertising”,
Proceedings of the 12th European Conference on Information Systems, Turku, Finland, 14-16 June.
Jupiter Research (2004), Wireless Market Forecast, 2004 to 2009, available at: www. (accessed 7 February 2005).
Kotler, P., Armstrong, G., Saunders, J. and Wang, V. (2002), Principles of Marketing: European Edition, Prentice-Hall, London.
Krishnamurthy, S. (2001), “A comprehensive analysis of permission marketing”, Journal of
Computer Mediated Communication, Vol
Milne, G.M., Boza, M.E. and Rohm, A. (1999), “Controlling personal information in marketing databases: a consumer perspective”, Proceedings of the American Marketing Association
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Research Methodology Research Paper
  • Research Methodology Essay
  • Influence of Mobile Phones on Health Essay
  • research and case methodology Essay
  • Research Proposal on Brand Loyalty in Mobile Phone Market Essay
  • Mobile Phones Essay
  • Research Methodology Essay

Become a StudyMode Member

Sign Up - It's Free