Mobile marketing research is a study that systematically investigates consumer information contained in mobile devices. This research is essential to get insights about customers and in supporting mobile marketing campaigns.
Because more consumers are on the go today, this research gains a further advantage over traditional marketing research in collecting data. It does not depend on place or time. As consumers interact with their mobile devices, their data can be captured by researchers.
However, population representation and data quality are often a problem. People who don’t have cell phones or have cellphones with different operating systems cannot be part of the sample.