Research Methodology for Mobile Phone Ads.

8581 Words Dec 22nd, 2009 35 Pages
Research Methodology For Mobile Phone Ads.

Topic:

1. Introduction.

2. Secondary data.

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

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

5. Descriptive research design.
• Sampling.

6. Sample of the questionnaire.

7. Conclusion.
• Result.

8. References.

Introduction:

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
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Thus, the use and importance of mobile advertising is likely to grow in the future.
It is unlikely that mobile technology will be rich enough to support the amount of content or the quality of visual we associate with print or electronic media advertising.
More likely, it will take the form of short text messages intended to inform, remind, or notify consumers. Thus, it can best be used to support relationships with existing customers rather than to be used to attempt to acquire new consumers (Perlado & Barwise, in press). For example, mobile advertising may help to remind consumers to make a purchase or to provide information for immediate consumer decisions.
Perhaps the major advantage of mobile advertising is that it is able to reach people at exactly the moment they are making purchase decisions. For example, it can be used to provide information about sales promotions at the time of purchase to help sway consumer choices for parity products.

Short Messaging Advertising
In the United States, there is not yet sufficient text messaging ads or text messaging to cause service disruptions. Only recently have the major wireless carriers agreed to let their customers send text messages to one another (Shachtman, 2002).
Competing standards (global system for mobile communications versus code division multiple access), fragmented systems, and lack of variety in calling plans are all cited as reasons for the lower per capita use of
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