My research is about the invisible ties of mobile communications focused on conceptual communications. Primary research is very relevant to mobile marketing it is often used as a tool to measure consumer behaviour through surveys etc. If I were to use primary research I would need to understand the consumer in relation to the communications and the mobile medium.

There are possibilities of using a virtual survey, issues I might face with a virtual survey are that the response rate which can vary between 15-29%. This is very reliant on the topic of research, which may or may not encourage participation.

By using primary research I firstly would need to come up with a hypotheses (Def a proposition, or set of propositions, set forth as an explanation for the occurrence of some specified group of phenomena, either asserted merely as a provisional conjecture to guide investigation (working hypothesis) or accepted as highly probable in the light of established facts.)(Dictionary.com) and a conceptual model (Def a type of diagram which shows of a set of relationships between factors that are believed to impact or lead to a target condition; a diagram that defines theoretical entities, objects, or conditions of a system and the relationships between them.) (Dictionary.com)

One hypothesis could be that, if mobile advertising is of use or providing a benefit, this would positively affect the willingness of the consumer to accept mobile advertising in the future.

The hypothesis would then lead to generating a methodology (Def the theoretical analysis of the methods appropriate to a field of study or to the body of methods and principles particular to a branch of knowledge.) (Dictionary.com) suited to what I need to achieve.

A methodology applicable to what I need to achieve could be the creation of a virtual mobile campaign, which would then link to a website. Within a specific timeframe I would send out a survey asking questions directly related to my virtual mobile campaign. The questionnaire would be broken up into 2 parts the first been demographic questions such as age, gender and medium usage etc. The second part would be a series of questions focused around what situation or location could the consumer find advertising of use on their mobile. As well as looking at how to quantify value of content and see if there is a base line value of information between respondents.

There are a couple of point I should mention, only well trusted brands are successful at incorporating a mobile channel into their goods and service promotions. Through my research it would be important to consider not just the medium or what is been communicated but who is actually saying it, in this case which brand and how.

Another point about mobile advertising is that the mobile user acts favourably to what they perceive as content that is of entertainment value and information value, which in time could lead to higher acceptance of advertisng on the mobile medium. It is not just about who is saying it, but the message needs to be creative, engaging and of perceived value. Perceived value can be defined as ratio between perceived benefits and perceived sacrifice (Monroe 1991: Zeithaml 1988)

Raulas, M.(2007),’An empirical study of the drivers of consumer acceptance of mobile advertising’, Journal of Interactive Advertising, vol. 7,no.2,

Okazaki, S.(2007),’How Mobile Advertising Works: The Role Trust in Improving Attitudes and Recall’, Journal of Advertising Research, vol.47, no.2