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Web Survey Bibliography

Title Integrating Mobile Surveys into digital market research: Recommendations for Mobile Panel operation from an empirical study
Year 2009
Access date 13.08.2009

Mobile surveys offer unique opportunities to enhance digital research methods. Technical requirements are generally given (e.g. multimedia functions and accessibility of modern devices), and only the overall high mobile Internet usage costs have caused a delay in widespread mobile Internet usage. Despite, it is crucial that the participants themselves accept the mode and are motivated to participate in mobile surveys.

We conducted an empirical study 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. The study consists of two survey waves: 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 set of questions related to an actual topic (Olympic Games 2008 in Beijing). 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.

The results underline the potential of mobile surveys in a panel environment: (A) Participation is evaluated positively and future participation in mobile surveys is anticipated. (B) Significant faster response rate for mobile surveys compared to online surveys were observed. (C) No demographic differences (e.g. sex, age, education) for mobile survey participants have been found. (D) Participants are more experienced operating their mobile device and the mobile internet than non-participants. (E) The self reported main barriers of mobile surveys 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.

Based on the results, specific recommendations for operating mobile panels in the future can be derived. Future research should focus on both mobile Internet survey modes, hence personal panel-based surveys and ad-hoc mobile Internet surveys in order to investigate differences between both approaches.

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Year of publication2009
Bibliographic typeConferences, workshops, tutorials, presentations
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Web survey bibliography - General Online Research Conference (GOR) 2009 (54)

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