A Short History of Mobile Marketing Research

Navin Williams and I are creating an MMR (mobile marketing research) module for the University of Georgia’s MRII’s Principles of Marketing Research course (under the guiding eye of Reg Baker) – click here to read more. As part of that course we need to provide a very short summary of the history of MMR. So, the text below is my starting point and I would love to hear any suggestions, corrections, etc that people out there might have. In terms of context, the course takes the term MMR to include: Self-completion surveys via mobile devices (i.e. not CATI) Qualitative research utilising mobile devices Passive data collection via mobile devices Mobile devices are taken as mostly being mobile phones, although more recently the term has been expanded to include tablets. Other devices exist, such as PDAs, but they have never been central to the bulk of MMR. Phones tend to be divided into smartphones and feature phones. However, the definition of a smartphone keeps changing, and a feature phone is pretty much any phone that does not meet the current criteria for a smartphone – and yes we are assuming that smartphone is now a single word. A Brief History of […]