The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers

8 Designing and Conducting Mobile Surveys

INTRODUCTION

In order to provide a clear and relevant focus to this chapter the majority of the chapter looks at mobile surveys conducted via smartphones and tablets, utilizing web-based approaches and samples sourced from panels and communities. In particular, the context is:

• The research will be conducted via a mobile survey using a self-completion approach.
• The survey will be completed on a smartphone, tablet, or phablet.
• The survey will be online and browser-based.
• The survey will be created via a survey platform or software system, using the features of the platform, i.e. it will not be custom-built.
• The survey will be fielded via a customer list, or from an access panel, or via an insight community.

Other forms of recruitment and the use of apps are included where appropriate and, in particular, toward the end of the chapter. It should be noted that many of the design principles that apply to smartphone mobile research apply to other forms of mobile research.

This chapter draws heavily on the research-on-research reported at the end of the book for the advice presented.

ONLINE MOBILE SURVEYS

Online mobile surveys are surveys that are hosted on the web and accessed from mobile devices via browsers. This type of research can be mobile only, i.e. all the participants are using mobile devices, or they can be mixed-mode, with some participants using mobile devices and some accessing the survey from a PC. It is claimed that about ...