Principles of Mobile Market Research

Increase your value by gaining expertise in mobile research

According to Forrester Research, a new era in market research continues to gain momentum — "one in which mobile devices are becoming a critical vehicle to connect, engage, and subsequently understand the consumer." 


  • Format: Online

    Hours: 10 hrs / 1 CEU

    When: Start anytime

    Cost: $759-$859

Increase your value to your employer by learning how to use a new, technology-driven methodology. Principles of Mobile Market Research — Practices & Applications is a new short course from the University of Georgia and Marketing Research Institute International. The self-paced, online course provides researchers the foundation of knowledge needed to conduct successful mobile market research.

The online 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. 

The dynamic online curriculum was written by leading academic and applied market research professionals from around the world.

Enroll and start the course at any time. The self-paced, self-study format allows you up to 30 days to complete the course requirements. Graduates receive University of Georgia continuing education units (CEUs) as well as a Recognition of Program Completion from MRII, MRA, ESOMAR, and the University. Gain invaluable market research training when you register for the Mobile Market Research — Practices and Applications course. 

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The Principles of Mobile Market Research is PRC Approved.


What the course covers

  • An introduction and overview of mobile market research
  • The technologies that underpin and enable mobile market research
  • The role of mobile market research in quantitative and qualitative research
  • Key issues in designing mobile surveys that encourage people to share their opinions, photos, videos, and experiences
  • International mobile market research studies
  • The “Bleeding Edge” and other debates
  • Privacy and ethical consideration for mobile market research


Participant comments

“As mobile market research will expand in the near future due to increased access worldwide to  mobile phone / technologies, researchers will have to better understand the guidelines for navigating worldwide mobile research to ensure unbiased and secure data gathering. This course will provide the foundation for their success.” -- Ewa J. Kleczyk, PhD

“This course is great for both seasoned and new members of the market research field. As technology grows and budgets shrink, mobile research is becoming a more and more important means of collecting user information.” -- Amanda Wenzel

“This course introduces mobile research in a rapid and clear way. Even if you are not very familiar with market research in broader sense, after finishing this course you will gain the main objectives of market research including key specifics of mobile market research. Knowing of hidden pitfalls in mobile research is likely to allow you to make fewer errors in your practice.” -- Natalia Burnyashova

“As an experienced marketing researcher, I was not expecting to learn so much from an online course about the ins and outs of mobile market research, but I did. For example, I learned about the issues you need to consider, best practices, and new ideas to apply to my work or suggest to clients.” -- Wendy Price, President of WHP Research, Inc.

For How it Works & Learning Objectives, please click on the downloadable file on right

For Frequently Asked Questions, please click on the downloadable file on right

For information about the Course Authors, please click on the downloadable file on right

Course Information

Course Number: 


Course Date Info: 

Enroll at any time

Course Format: 
Course Fee(s): 

$759 —Member* Discount 

A $100 discount per participant is granted to organizations with current members in any of our supporting associations: ARF, AMA, CASRO, ESOMAR, MRA, MRIA, PBIRG, PMRG, WIN/GIA and attendees of the GreenBook’s 2014 Innovation Insight Exchange.

$859 —Standard Rate 

$50 —One-Month Extension (Only one extension is granted per participant.)

Prepayment is required to be registered. Prices listed are per person. Prices are subject to change. *Membership/affiliation status will be verified by professional association before payment is processed.

Cancellation/Refund Policy: 

You may cancel your enrollment within the first seven days and receive a refund less a $100 administrative fee, provided that you have not accessed the online course material at all. Written requests for course cancellation or transfer must be sent to student [at] georgiacenter [dot] uga [dot] edu in ordered to be processed.

Continuing Education Information: 

The University of Georgia will award 1.0 Continuing Education Unit (CEU) as well as Recognition of Program Completion for 10 program hours from MRII, MRA, ESOMAR, and the University.

The Handbook of Mobile Market Research Book coverThe required textbook for the Principles of Mobile Market Research is:
The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers, by Ray Poynter, Navin Williams, and Sue York, 2014. John Wiley & Sons, Inc.
ISBN: 978-1-118-93562-0.

The textbook must be ordered separately from your course enrollment. The textbook is shipped independently of your online course access details so you should allow extra time for their delivery. You may order the textbook from any textbook vendor/supplier or you can order from MBS Direct at 1+1-573-446-5299 or +1-573 446-5254 or 1-800-325-3252 (U.S. only).

If ordering online from our suggested vendor, MBS Direct, select the following buttons/links from the MBS Direct Web site:

  • Click on Order My Books
  • Click on Princ of MOBILE Mrkt Research
  • Click on button labeled Submit Course ID Selection

Founding Organizations

MRII Marketing Research Institute International

 Marketing Research Association


Supporting Associations