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A New Way of Reaching Customers

An exploration of the differences between mobile and email marketing

Written by O. Carlsson, J. Forshällen & D. Knape

Paper category

Master Thesis


Business Administration>Marketing & Sales




Thesis: Theory and research inference means that researchers first review the theories in the field and then conduct empirical tests on them. A deeper deduction is about theoretical evaluation. Researchers derive a set of hypotheses based on existing knowledge in the research field. Then conduct an empirical evaluation of these assumptions. Brymanand Bell (2005) concluded that qualitative research is usually inductive, but if researchers try a theory instead of generating a new theory, it can also be regarded as deductive research. This study uses a deductive approach because the problem is based on the theoretical AIDA model that we are empirically testing. The research process is as follows. The purpose of this research is to explore the difference in ad response between mobile marketing trough apps and emails. The theoretical basis of this thesis is the effect level. AIDA is considered the most suitable for papers in the effect level. From these theories, questions are formulated for empirical research. Then collect empirical data through telephone interviews. Then analyze the empirical data according to a set of procedures developed by Philipson (2011). 3.1.2 Purpose selection The selection of purpose should be based on the level of knowledge that already exists in the research field. When the level of knowledge in the field is low and it is necessary to understand research phenomena to establish further research, use exploratory purposes (Wallén 1996). Mobile marketing and email marketing are classified as theoretical gaps, and knowledge in the field is considered low-level. Therefore, the purpose should be exploratory in order to understand this field. 3.1.3 Epistemological orientation The epistemological position of this research is interpretation-oriented, because the research aims at understanding rather than explanation. Bryman and Bell (2005) stated an interpretation-oriented position. 3.1.4 Research method In this research, qualitative method is a choice. Qualitative methods focus on gaining research depth by focusing on words and social context. Qualitative methods are often generalized and are used to generate new theories, but there are many examples where qualitative methods are used as methods to test existing theories. The qualitative approach focuses on the understanding of social reality and how to interpret the context (Bryman and Bell 2005). In this study, by using established theoretical models, qualitative methods are used to explore and understand the differences between the two marketing channels. We chose to conduct qualitative research because of the risk of too few respondents in quantitative research. We also want to allow respondents to express their views on their reactions to different marketing channels. 3.2 Research design This research uses a comparative design because we have applied two identical methods in two different cases. The two cases in this paper are mobile marketing channels and email marketing channels. Bryman and Bell (2005) concluded that if a topic is compared with its opposite, we can have a more comprehensive and in-depth understanding of it. The channel of interest for this article is mobile marketing, which is compared with email because of its availability and cost-effectiveness. There are several different units that can be the object of analysis. In this article, the individual is the object of analysis. Bryman and Bell (2005) criticized comparative studies, pointing out that they can create a tendency among researchers to reduce their attention to specific backgrounds and instead focus on how to fight different cases against each other. This thesis avoids this phenomenon by first analyzing different cases separately, in order to emphasize the context more, and then comparing channels. Read Less