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Location specific mobile research

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Author(s): Andrew Till, Flavio Souza, Steve Mele
Collection: Congress 2006 - Foresight - The Predictive Power of Research
Keywords: Mobile /Cell Phone Research

ESOMAR Best Paper Award 2006/2007
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EUR 15.00
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This paper describes a framework for the use of mobile research, supported by case studies conducted in Japan for a global manufacturer of sporting goods. The approach illustrates how mobile phones provide marketers not only with a powerful survey platform, but also with the means of recruiting highly vertical samples at specific locations such as at events and in retail channels.

Date of publication: 17.09.2006
ISBN: 92-831-0197-9
Order Code: CON06_30
Number of pages: 15

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