(a) Relevance & Research Question: On the basis of a general segmentation of mobile research methods a theoretical framework will be present which helps to explain and predict participation in mobile web surveys in the context and variables which influence validity of mobile data. Depending on whether the feedback impulse is coming from the researcher or the respondent, there are two kinds of context dependent methods: Push studies in the context and contextual pull studies. The latter can be divided into pure pull studies with self-selection and methods with pre-recruitment, which can be done via push in advance.

(b) Methods & Data: The framework will be set up with insights from about 12 in-house conducted mobile market research projects and an international literature search.

(c) Results: The model considers technological, psychological as well as organizational determining factors and their systematic relations to each other. For instance amongst others, variables like type of mobile operating system and applied mobile web browser, kind of invitations, costing issues and emotional attitudes towards technology are integrated.

(d) Added Value: The model is guidance to researchers who plan to conduct mobile research in order to reflect on quality influencing parameters of the new methods.