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