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Mobile market research and the hard−to−reach consumers

Author

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  • Paula Vicente

Abstract

Market research organizations put a lot of work into trying to reach consumers and make them cooperate with market surveys. Some subgroups are particular hard to reach, notably the young, the employed and the highly educated. Mobile market research is a promising way of catching these consumers since via mobile phones everyone can be accessed anywhere and at any time. This study investigates whether mobile phone surveys make it easier to interview the hard‐to‐reach consumers. Results reveal a significant effect of age on the likelihood of being difficult to reach, but different use patterns of the mobile phone or attitudes towards mobile phones do not affect the likelihood of being a hard‐to‐reach respondent.

Suggested Citation

  • Paula Vicente, 2015. "Mobile market research and the hard−to−reach consumers," Working Papers Series 2 15-05, ISCTE-IUL, Business Research Unit (BRU-IUL).
    • Handle: RePEc:isc:iscwp2:bruwp1505
    as

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    File URL: http://bru-unide.iscte.pt/RePEc/pdfs/15-05.pdf
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    References listed on IDEAS

    as
    1. Oecd, 2000. "Cellular Mobile Pricing Structures and Trends," OECD Digital Economy Papers 47, OECD Publishing.
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    More about this item

    Keywords

    market surveys; mobile phones; Computer Assisted Telephone Interviewing;
    All these keywords.

    JEL classification:

    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods

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