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 (305)
- Measuring Subjective Health and Life Satisfaction with U.S. Hispanics; 2017; Lee, S.; Davis, R.
- Device and Internet Use among Spanish-dominant Hispanics: Implications for Web Survey Design and Testing...; 2017; Trejo, Y. A. G.; Schoua-Glusberg, A.
- How to Design a Web Survey Using Spring Boot With MYSQL: a Romanien Network Case Study; 2017; Bucea-Manea-Tonis, Ro.; Bucea-Manea-Tonis, Ra.
- Analyzing Survey Characteristics, Participation, and Evaluation Across 186 Surveys in an Online Opt-...; 2017; Revilla, M.
- Data chunking for mobile web: effects on data quality; 2017; Lugtig, P. J.; Toepoel, V.
- Mobile-only web survey respondents; 2016; Lugtig, P. J.; Toepoel, V.; Amin, A.
- Development and Pilot Test of a Mobile Application for Field Data Collection; 2016; Chiappetta, L.; Kerr, M. M.
- Are Initial Respondents Different from the Nonresponse Follow-Up Cases? A Study of Probability-Based...; 2016; Zeng, W.; Dennis, J. M.
- A Feasibility Study of Recruiting and Maintaining a Web Panel of People with Disabilities; 2016; Chandler, J.
- Why Do Web Surveys Take Longer on Smartphones?; 2016; Couper, M. P.; J. J.Peterson, G. J.
- Web surveys for offline rural communities ; 2016; Gichohi, B. W.
- Pre-Survey Text Messages (SMS) Improve Participation Rate in an Australian Mobile Telephone Survey:...; 2016; Dal Grande, E.; Chittleborough, C. R.; Campostrini, S.; Dollard, M.; Taylor, A. W.
- Short and Sweet? Length and Informative Content of Open-Ended Responses Using SMS as a Research Mode; 2016; Walsh, E.; Brinker, J. K.
- Collecting Data from mHealth Users via SMS Surveys: A Case Study in Kenya; 2016; Johnson, D.
- Online Surveys are Mixed-Device Surveys. Issues Associated with the Use of Different (Mobile) Devices...; 2016; Toepoel, V.; Lugtig, P. J.
- Using Mobile Phones for High-Frequency Data Collection; 2015; Azevedo, J. P.; Ballivian, A.; Durbin, W.
- Who Are the Internet Users, Mobile Internet Users, and Mobile-Mostly Internet Users?: Demographic Differences...; 2015; Antoun, C.
- Mobile Research Methods: Opportunities and challenges of mobile research methodologies. ; 2015; Toninelli, D. (Ed.); Pinter, R.; de Pedraza, P.
- Web Surveys Optimized for Smartphones: Are there Differences Between Computer and Smartphone Users?; 2015; Andreadis, I.
- Usability of the ACS Internet Instrument on Mobile Devices; 2015; Horwitz, R.
- GreenBook Research Industry Trends Report; 2015; Murphy, L. (Ed.)
- Emerging Technologies: The Rise of Mobile Devices: From Smartphones to Smart Surveys; 2015; Buskirk, T. D.
- PayPal? An Incentive to Check-out?; 2015; Franklin, J.; Rasmussen, C.; Pruitt, J.; Waller, D.
- Designing Bonsai Surveys: The small but perfectly formed survey experience to meet the needs of the...; 2015; Puleston, J.
- Open narrative questions in PC and smartphones: is the device playing a role?; 2015; Revilla, M.; Ochoa, C.
- Recruiting Respondents for a Mobile Phone Panel: The Impact of Recruitment Question Wording on Cooperation...; 2015; Busse, B.; Fuchs, M.
- Internet Research in Psychology; 2015; Gosling, S. D., Mason, W.
- Are Tailored Outreach Efforts Too Costly? An Assessment of a Responsive Design Approach to Control Costs...; 2015; Epps, S. R.; Getman, D. P.; Hall, L. M.; Hunter, J. A.
- Evaluating Visual Design Elements for Data Collection and Panelist Engagement; 2015; Christian, L. M.; Harm, D.; Langer Tesfaye, C.; Wells, T.
- Does the use of mobile devices (tablets and smartphones) affect survey quality and choice behaviour...; 2015; Liebe, U., Glenk, K., Oehlmann, M., Meyerhoff, J.
- When it comes to mobile respondent experience and data quality, survey design matters; 2014; Mitchell, N.
- The Changing Landscape of Technology and its Effect on Online Survey Data Collection; 2014; Mitchell, N.
- The need of and the demand for completing surveys on mobile devices; 2014; Toninelli, D., Revilla, M., Ochoa, C.
- Survey participation via mobile devices in a probability-based online-panel: Prevalence, determinants...; 2014; Poggio, T., Bosnjak, M., Weyandt, K.
- Keeping Surveys Valid, Reliable, and Useful: A Tutorial; 2014; Greenberg, M. R., Weiner, M. D.
- Improving Response Rates and Questionnaire Design for Mobile Web Surveys; 2014; de Bruijne, M., Wijnant, A.
- Does Survey Mode Still Matter? Findings from a 2010 Multi-Mode Comparison; 2014; Ansolabehere, S., Schaffner, B. F.
- Nonresponse and Mode Effects in Self- and Interviewer-Administered Surveys; 2014; Atkeson, L. R.; Adams, A. N.; Alvarez, M. R.
- Do Web surveys facilitate reporting less favourable opinions about law enforcement?; 2014; Boivin, R., Cordeau, G.
- Question Grouping and Matrices in Web Surveys: Using Response and Auxiliary Data to Examine Question...; 2014; Bilgen, I., Stern, M. J.
- The Grouping of Items in Mobile Web Surveys; 2014; Mavletova, A. M., Couper, M. P.
- Moving answers with the GyroScale: Using the mobile device’s gyroscope for market research purposes...; 2014; Luetters, H., Kraus, M., Westphal, D.
- Students First Choice – the influence of mobile mode on results; 2014; Maxl, E.
- Device Effects: How different screen sizes affect answer quality in online questionnaires; 2014; Fischer, B., Bernet, F.
- Moving towards mobile ready web panels; 2014; Wijnant, A., de Bruijne, M.
- Online mobile surveys in Italy: coverage and other methodological challenges; 2014; Poggio, T.
- Comparison of Three Modes for a Crime Victimization Survey; 2013; Laaksonen, S., Heiskanen, M.
- Understanding Society Innovation Panel Wave 5: results from methodological experiments; 2013; Auspurg, K., Burton, J., Cullinane, C., Delavande, A., Fumagalli, L., Iacovou, M., Jaeckle, A., Kaminska...
- A Comparison of Results from a Spanish and English Mail Survey: Effects of Instruction Placement on...; 2013; Wang, K., Sha, M.
- Intra-individual variation of extreme response style in mixed-mode panel studies; 2013; Aichholzer, J.