Abstract

VICENTE, Paula  and  REIS, Elizabeth. Marketing research with mobile phones: a Portuguese case. Rev. Portuguesa e Brasileira de Gestão [online]. 2012, vol.11, n.4, pp.38-48. ISSN 1645-4464.

The mobile phone penetration rate in Portugal has shown a marked increase in recent years and has already exceeded that of fixed phones. This may be an incentive to make mobile phone a survey mode. This paper reports the results of a telephone survey conducted by means of mobile phones. The outcomes show that the sample obtained is not representative of the target population in relation to several socio demographic characteristics; this profile is shared by the three mobile networks. A striking feature of the sampling process was that the high percentage of the contacts made was to non-attributed numbers. The response rate was about 20%.

Keywords : Marketing Research; Mobile Phones; Telephone Surveys.

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