As it has in so many aspects of our lives, the smartphone has made an indelible mark on the marketing research process, which is surely one of the factors that led the non-profit educational institute Marketing Research Asso-ciation International (MRII) to partner with the University of Georgia (UGA) to launch the new online Principles of Mobile Market Research course.
Similar to the bodies’ Principles of Marketing Research and Principles of Pharmaceutical Marketing Research programs, the 10-hour mobile offering is a self-study course. Graduates receive one continuing education unit from the University of Georgia along with a recognition of course completion certificate from MRII, the Marketing Research Association, ESOMAR and UGA.
“Until now, no one has stepped up to address and synthesize the unique challenges, opportunities and critical success factors for designing and deploying mobile research around the world,” said Michael Mermelstein of G2 & Associates in Washington, D.C., who chairs the MRII’s course development efforts, in a press statement. “While there has been a tremendous amount of interest in this new aspect of research, we’re excited to offer the framework for success in this burgeoning area of our profession.”
Course writer Ray Poynter of the Future Place in the U.K. concentrated on mobile research in Western Europe and North America while Navin Williams of the MobileMeasure Consultancy Ltd. in Shanghai addressed mobile in emerging economies. Reg Baker, editor of ESOMAR’s mobile market research standards, also edited the course.
“Our new mobile course’s 10-hour format is shorter than our other plus-200-hour Principles courses,” said Barry Watson of the Environics Research Group in Toronto and MRII’s president, in a press statement. “In developing this course, we were very mindful of the desire for enrollees to quickly learn about this form of research. That’s critical, as I believe that mobile research will evolve to be the dominant form of data collection in our profession.”
‘Provide the foundation’
I checked in with the University of Georgia’s Pam Bracken to find out a bit more about some of the takeaways students can expect from the course. “This course is designed to provide the foundation that researchers of all levels need to know in order to conduct successful mobile market research. Experienced practitioners will find it is an excellent resource, while marketing and/or product managers and others who interact with the market research function can develop a solid understanding of how to apply the practices in conducting mobile market research,” she says.
“The course presents insights into the different mobile research approaches and technologies. Participants will learn about trends in mobile phone usage worldwide and how they can apply this new form of research to their work, be it quantitative, qualitative and global research.”
Among other topics, the new course addresses: an overview of mobile research; the technologies that underpin it; the role of mobile MR in quantitative and qualitative research; mobile panels and communities; best practices in designing mobile surveys that encourage people to share their opinions, photos, videos and experiences; mobile research’s relationship to mobile marketing and advertising; bleeding-edge mobile developments; international mobile market research studies; and privacy and ethical considerations.
At your own pace
And, in our time-pressed reality, the self-study approach has a lot to offer, Bracken says, including the ability to evaluate your progress with built-in assessments; complete the course at your own pace and convenience; study when and where your schedule allows; and develop a personalized study plan.
For more information visit www.mobmarketresearch.org.