Web Survey Bibliography
The presentation focuses – next to the discussion on opportunities and limitations of mobile market research (mmr) - on an overview of core results of mobile market research studies conducted by evolaris during the past 3 years.
At first the paper will give a definition of mobile market research i.e. using mobile phone devices and technologies like SMS, MMS, mobile internet, GPS, pattern recognition and cameras to collect data from respondents. Advantages will be outlined and empirically affirmed e.g. speed of reactions and better reach of special target-groups as well as limitations like issues of usability, costs and representativeness. However upcoming trends like i-phone and flat rates for data-transfer will argue against some provisos.
In the following part of the presentation a short synopsis of the mobile phone distribution, spread of technological features and usage as basis for potential target groups will help to encircle potential target groups to research e.g. SMS usage, current mobile internet usage and forcast.
Next, different types of mobile market research methods will be discussed: Researching by SMS / MMS / WAP i.e. mobile internet and location based information (e.g.) is on the proof. Strengths, weaknesses and legal restrictions of each approach are presented side by side. SMS research for instance has the benefit of potentially reaching all mobile phone users since every device is equipped with it. On the contrary responding by SMS might be less convenient and even faulty due to limited characters, lack of visibility of questions and code words which have to be remembered. MMS adds the assistance of showing multimedia material to respondents but sets limits to amount of questions as well as SMS do.
More detailed the use of mmr in qualitative research is shown by an example using mobile blogging in trend research. Comparing the usage of mobile phones with paper&pencil diaries documents the usefulness especially for younger, technical-affine targets groups. Immediate availability of posted contributions is another benefit of the mobile method.
Coming to the main part of the presentation, the use of a mobile survey application and workflow of mobile surveys from sending out invitations in form of wap-pushes, presenting the survey in a user-friendly way to analyse data is depicted. Differences and similarities to web surveys are presented by a case study done for Vodafone live, a mobile entertainment platform researching customer satisfaction. Results of a web are compared with a mobile survey showing higher and quicker response by the latter. Reasons for this will be summarized e.g. lack of fraction of the research medium. However, the data shows differences between both methods. Possible reasons like psychographic variaton of respond-groups are discussed. Further areas of application for mmr like advertising testing and evaluation of mobile marketing campaigns are sketched by case studies.
Finally: The most relevant learnings from until now conducted mobile surveys will be presented to the audience. This includes answers and indications to the following questions:
How do respondents feel about this kind of method? Figures of post assessments illustrate a high acceptance in special younger target groups between about 16 and 26 years with specific technological-friendly attitudes.
How high are response rates and which variables influence them? We got response rates from 1% to 23% and finishing quotes from 63% to 84%.
How long should a wap-questionnaire be? Results document that even 26 questions do not result to higher dropout rates, considering however the set-up and target-group of research, in this case students.
What about the speed of getting data and feedback? Our results show rates from 53% to 73% of sample in total within the first hour of sending out invitations. Thus suggesting respondents participate immediately or not at all.
How is the influence of the presentation, layout and display of scales? Even though scales can only be depicted vertically on most of mobile phones in wml and xhtml, we couldn’t find a bias by flipping scales at split half of sample.
Comparison to other methods i.e. web and CATI shows differences especially looking at the more “emotional” items.
The presentation will close with an outlook to future trends in mobile phone technology like NFC, mobile TV / DVB-H, 2D-Codes and some ideas on how to get best use of it in market research.
General online research (GOR) 2008 (abstract)
Web survey bibliography - Germany (361)
- The Video-Enhanced Web Survey Data Quality and Cognitive Processing of Questions; 2009; Fuchs, M.
- Gender-of-Interviewer Effects in a Video-Enhanced Web Survey: Results from a Randomized Field Experiment...; 2009; Fuchs, M.
- Mobility, Flexibility and Identity - How the use of mobile questionnaires improves the data quality...; 2009; Hellwig, O., Wirth, T.
- Evaluating two different mobile survey approaches: personal mobile panel research and ad-hoc mobile...; 2009; Friedrich-Freksa, M., Metzger, G.
- Coverage- und Nonresponse-Effekte bei Online-Bevölkerungsumfragen ; 2009; Bandilla, W., Kaczmirek, L., Blohm, M., Neubarth, W.
- Using the World-Wide Web to obtain large-scale word norms: 190,212 ratings on a set of 2,654 German...; 2009; Lahl, O., Goeritz, A., Pietrowsky, R., Rosenberg, J.
- TitleInternet-basierte Messung sozialer Erwünschtheit: Theoretische Grundlagen und experimentelle Untersuchung...; 2008; Kaufmann, E., Reips, U.-D.
- Sozialforschung im Internet: Methodologie und Praxis der Online-Befragung; 2008; Jackob, N., Schoen, H., Zerback, T. (eds.)
- Does speed in completing an online questionnaire have an influence on its reliability?; 2008; Montag, C., Reuter, M.
- Response Effects in Video-enhanced Web Surveys; 2008; Fuchs, M.
- Using Internet Pages of Organisations as Data Source for Social Science Research; 2008; Baumgarten, B., Grauel, J.
- Representativeness in Online-Surveys Through Stratified Sample; 2008; Blasius, J.
- Individual payments as a longer-term incentive in online panels ; 2008; Goeritz, A., Wolff, H.-G., Goldstein, D. G.
- Communicative Channels, Cognitive Processes and Question Understanding: Results from a Randomized Field...; 2008; Fuchs, M.
- The effects of incentives in internet panels: a review; 2008; Goeritz, A.
- Phone respondents reported less mental health problems whereas mail interviewee gave higher physical...; 2008; Ravens-Sieberer, U., Erhart, M., Wetzel, R., Krügel, A., Brambosch, A.
- Mobile Market Research; 2008; Maxl, E.
- Online vs. Offline in Mobile Surveys; 2008; Neubarth, W., Maier, U.
- Gender-of-Interviewer Effects in Video-Enhanced Web Surveys. Results from a Randomized Field-Experiment...; 2008; Fuchs, M.
- Nicht-reaktive datenerhebung: Teinahmeverhalten bei befragungen mit paradaten evaluieren. [Non reactive...; 2007; Kaczmirek, L., Neubarth, W.
- Using Audio and Video Clips in Web Surveys — Feasibility and Impact on Data Quality; 2007; Fuchs, M., Funke, F.
- Sampling Bias: Face to face to Web; 2007; Bandilla, W., Blohm, M., Kaczmirek, L., Neubarth, W.
- First Experiences with Internet Surveying in the German Socio-Economic Panel; 2007; Wagner, G. G., Schupp, J., Schraepler, J.-P., Siegel, N.
- The anonymous elect. Market research through online access panels; 2006; Postoaca, A.
- Blocked versus randomized format of questionnaires. A confirmatory multigroup analysis; 2006; Sparfeldt, J. R., Schilling, S. R., Rost, D. H., Rost, D. H., Thiel, A.
- Physical or Virtual Presence of the Experimenter: Psychological Online-Experiments in Different Settings...; 2006; Ollesch, H., Heineken, E., Schulte, F. P.
- Cash Lotteries as Incentives in Online Panels; 2006; Goeritz, A.
- Putting a Questionnaire on the Web is not Enough # A Comparison of Online and Offline Surveys Conducted...; 2006; Faas, T., Schoen, H.
- Beyond response rates: Effects of different (Web-) survey implementation procedures on sample composition...; 2006; Bosnjak, M., Marcus, B., Schuetz, A., Lindner, S., Pilischenko, S.
- Controlling the Baseline Speed of Respondents: An Empirical Evaluation of Data Treatment Methods of...; 2005; Mayerl, J.
- Determinanten der Rücklaufquote in Online-Panels; 2005; Batanic, B., Moser, K.
- Standards in Online Surveys. Sources for Professional Codes of Conduct, Ethical Guidelines and Quality...; 2005; Kaczmirek, L., Schulze, N.
- Sampling procedure, questionnaire design, online implementation; 2005; Jackob, N., Arens, J., Zerback, T., Jowell, R., de Rouvray, C.
- When Methodology Interferes With Substance; 2005; Schoen, H., Faas, T.
- The Quality of Ego-Centered Network Data: A comparison of online versus offline data collection; 2005; Snijders, C., Matzat, U.
- Meta-Analyses on Contingent versus Unconditional Incentives; 2005; Goeritz, A.
- Using an access panel as a sampling frame for voluntary household surveys. Experiences from a pilot...; 2004; Korner, T., Nimmergut, A.
- Examining expert reviews as a pretest method; 2004; DeMaio, T., Landreth, A.
- Cooperation and Community on the Internet: Past Issues and Present Perspectives for theoretical-empirical...; 2004; Matzat, U.
- Response and Field Period Effects: The Effect of Time in Online Market Research and Consequences for...; 2004; Basso Larsen, R., Rathod, S.
- Online or Not Online? A Comparison of Offline and Online Surveys Conducted in the Context of 2002 German...; 2004; Faas, T.
- Changing from PAPI to CAPI: A Longitudinal Study Dealing with Mode-Effects in the German Socio-Economic...; 2004; Schraepler, J.-P., Schupp, J., Wagner, G. G
- Paper and pencil or online? Methodological Experiences from an employee survey; 2004; Poetschke, M.
- Survey Administration Effects? A Comparison of Web-Based and Traditional Written Self-Administered Surveys...; 2003; Bandilla, W., Bosnjak, M., Altdorfer, P.
- Bracketing effects in categorized survey questions and the measurement of economic quantities; 2002; Winter, J.
- WeXtor 2.5: Develop, manage, and visualize experimental designs and procedures; 2002; Reips, U.-D., Blumer, T., Neuhaus, C.
- Cognitive processes when answering online questionnaires; 2002; Fuchs, M.
- Online surveys with simple random samples for large populations; 2002; Kreuels, B.
- Sampling problems in research on personal Homepages; 2002; Marcus, B., Machilek, F., Schuetz, A., Kilian, C.
- Social desirable responding and age on the Internet: older participants in online studies show a higher...; 2002; Reips, U.-D., Stoeber, J., Hahn, A.