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Developing a successful strategy to plan, implement and report mobile research studies

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  • 1. NORTHEASTERNNORTHEASTERN UNIVERSITYUNIVERSITY Developing a Successful Strategy to Plan,Developing a Successful Strategy to Plan, Implement and Report Mobile Research StudiesImplement and Report Mobile Research Studies Felicia G. LasskFelicia G. Lassk Associate ProfessorAssociate Professor Marketing GroupMarketing Group College of BusinessCollege of Business AdministrationAdministration Market Research in theMarket Research in the Mobile World 2010Mobile World 2010 Berlin, GermanyBerlin, Germany Friday, December 3, 2010Friday, December 3, 2010
  • 2. •In this session, participants will brainstorm and determine the best practices on how to develop a strategy for mobile research studies. •The key issues to discuss are: •Project planning •Implementation of the project •Reporting the results Brainstorming Workshop Developing Strategy to Plan, Implement and Report Mobile Research Studies
  • 3. •Mobile research studies to explore: •1. Ethnography •2. Diary Research •3. Survey Research •4. Observation •5. Event Based Research •6. Social Media Research Brainstorming Workshop Developing Strategy to Plan, Implement and Report Mobile Research Studies
  • 4. Developing Strategy to Plan, Implement and Report Mobile Research Studies Brainstorming Workshop Project Planning Benefits to the Client – Why Mobile? Issues related to: Research Objectives Sample and Sample Size Questionnaire/Interview Guide Data Collection
  • 5. Developing Strategy to Plan, Implement and Report Mobile Research Studies Brainstorming Workshop Implementation of the Project Issues related to: Recruiting Respondents Timeline for Data Collection Providing Incentives Other Implementation Issues
  • 6. Developing Strategy to Plan, Implement and Report Mobile Research Studies Brainstorming Workshop Reporting the Results Reporting Options Data Analysis Options Key Output
  • 7. Developing Strategy to Plan, Implement and Report Mobile Research Studies Brainstorming Workshop Timeline Introduction 15 minutes Group Work 40 minutes Group Presentations 25 minutes Conclusion 10 minutes
  • 8. Developing Strategy to Plan, Implement and Report Mobile Research Studies Brainstorming Workshop Objectives Address the topics provided to each group Share the results in a brief presentation (4-5 minutes per group)
  • 9. Developing Strategy to Plan, Implement and Report Mobile Research Studies Brainstorming Workshop Idea Generation Method Five to Six groups are formed Each group is assigned a topic Each group nominates one person who will present the outcome of the discussion 4-5 minutes per group You can use a flip chart to present the discussion outcome Presentation of the results and discussion with the
  • 10. Developing Strategy to Plan, Implement and Report Mobile Research Studies Brainstorming Workshop Best Practices To be developed by the groups
  • 11. •Thank you! Brainstorming Workshop Developing Strategy to Plan, Implement and Report Mobile Research Studies
  • 12. Presented @ International conference on Market Research in the Mobile World 2 & 3 Dec 2010, Berlin For more information Please visit: http://www.merlien.org