Abstract
The aim of this study is to investigate the determinants for the intention to adopt mobile technology as a data collection methodology in market research projects. A conceptual framework was developed using the technology-organization-environment (TOE) model to identify technological factors (perceived benefits and limitations), organizational factors (open attitude toward change, professional competence, satisfaction with traditional systems, and firm size), and environmental factors (industry pressure, client pressure, and participant pressure) affecting adoption. The empirical study was performed with data from 67 firms in the Spanish market research industry, which were analyzed using partial least squares (PLS). The results suggest that only organizational and environmental factors have a significant influence on adoption. Key factors include professional competence, organizational openness, satisfaction with traditional and online methodologies, and pressure from industry, clients and survey participants. The findings reveal that technological characteristics are no longer a driver, as firms are starting to adopt mobile marketing research based on its greater convenience for participants, and as an element of strategic differentiation.
Highlights
Just as the mobile revolution has had a profound impact on society, creating new, and modifying existing economic activities, so too has the market research industry undergone a similar transformation (Shankar et al, 2010; Grewal and Levy, 2016)
partial least squares (PLS) was deemed appropriate given that this study is an initial attempt to explain the intention to use mobile market research, and to identify the key determinants influencing this adoption
Contrary to that expected, this study shows that the technological factors most frequently used in academic research involving TOE theory and which have been empirically confirmed as determinants in technological innovations do not, in our case, represent drivers or barriers for adopting mobile methodologies in market research
Summary
Just as the mobile revolution has had a profound impact on society, creating new, and modifying existing economic activities, so too has the market research industry undergone a similar transformation (Shankar et al, 2010; Grewal and Levy, 2016). The opportunities offered by mobile technology as a data collection method have been pointed out both in academic research (Callegaro, 2013; Antoun, 2015; Couper et al, 2017) and in the market research industry itself (Macer and Wilson, 2011; ESOMAR European Society for Opinion and Marketing Research, 2015; GreenBook, 2015), identifying it as a new and important technological innovation in data collection. Mobile surveys can be used for in-the-moment data collection, barcode scanning and visual data capture (pictures and videos) Given these benefits, academics and professionals have both agreed that mobile surveys would likely become the most widely used data collection method (Cameron and Weisberg, 2003; Friedrich-Freksa and Liebelt, 2005; Robbins, 2011)
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