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Web Survey Bibliography

Title Evaluating two different mobile survey approaches: personal mobile panel research and ad-hoc mobile portal research
Year 2009
Access date 12.06.2009

Integrating the mobile phone into modern day market research constitutes the next challenge for the market research industry. Actually there exist two different approaches conducting mobile surveys: a) personal mobile panel research and b) ad-hoc mobile portal research. Two different case studies demonstrates the significance of both modes.

(1) We conducted a two-stage empirical study line to examine whether a) members of a recently recruited mobile panel effectively take part in mobile surveys and b) to gather structured information on their usage experience. In the first wave conducted in August 2008, 979 panel members were invited via a SMS/Wap-Push message to participate in a mobile survey. 206 participants (21%) answered a questionnaire related to an actual topic. In the second wave in August 2008, the 979 panel members were invited again to participate in a follow-up Web-based survey to figure out their subjective experiences with the mobile survey and if they did not take part, examine their reasons and motives.

(2) A mobile internet survey was implemented in a mobile internet portal to measure a) characteristics of the mobile internet population (e.g. socio-economic variables) and b) their mobile internet usage behavior. In November 2007 mobile internet users of two different mobile portals were invited to participate in a mobile survey offering them a mobile survey ad. 21% who clicked the survey ad, completed the questionnaire (n=242).

The results underline the potential for both approaches: (A) Panel members evaluated survey participance positively and future participation in mobile surveys is anticipated. (B) Significant faster response rate for mobile panel surveys compared to online panel surveys were observed. (C) No demographic differences (e.g. sex, age, education) for mobile panel participants have been found. In contrast participants of the mobile portal survey are mainly male, well educated and younger than German online population.

(D) The self reported main barriers of mobile panel members are technical problems (e.g. SMS/Wap-push link- functionality, connectivity, technical capabilities of devices) and perceived costs for taking part in such a study.

Future research should focus on both mobile internet survey modes, in order to extract specific advantages of each approach.

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Year of publication2009
Bibliographic typeConferences, workshops, tutorials, presentations
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Web survey bibliography - Mobile Research Conference 2009 (MRC 2009) (14)