Mobile Marketing Research

MMR is similar to Online surveys. In this, it is easy to transfer mobile data to the computer and then
check the quality and completeness of responses and if there is any missing value we can handle by
using standard procedures. Many firms also developed their software to conduct analysis. The raw data
and the results of the research are also available for the clients so that they can do further analysis to
gain further insights.

Ethics in Marketing Research

Ethical issues that arise during the time of data preparation and analysis steps pertain to the researcher
itself. A researcher must pay attention to the quality of the data. For example, a respondent chooses a
“7” response on the Likert scale for all questions while some of the statements in that questionnaire
were negative and some were positive so it shows his/her positive attitude towards the thing for which
the research is taking place or vice versa. Now the researcher should discard that respondent or not
creates the ethical concern. The researcher should make such decisions at the time of data preparation
itself.

Sometimes respondents select the “4” response on the Likert scale and the research didn’t give the
correct results so now this also creates ethical concern for the researcher to remove those
unsatisfactory respondents or not. The number of respondents discarded and the procedure used to
identify the unsatisfactory respondents should be disclosed.

The researcher should justify the statistical technique used for analysis. Sometimes the researcher has
to make some subjective judgements, so these judgements should free from personal biases and must
be exercised honestly.