12 Utilizing Passive Data
INTRODUCTION
Passive data collection refers to the process of collecting data without participants having to enter their data. For example, the GPS location facility of a mobile phone can record where a participant travels without the participant having to do anything other than: agree to the process; download or utilize an app; and ensure that GPS tracking is turned on. There is a short summary of some of the key features and sensors found on modern mobile devices, near the end of the chapter.
In essence there are three things that passive data collection can achieve in conjunction with mobile devices:
- Track where the device goes.
- Track what the device is used for.
- Gathering background information.
The chapter starts by giving a brief overview of the current situation for passive data collection and market research and then reviews each of the three points above.
THE CURRENT STATUS OF PASSIVE MEASUREMENT IN MARKET RESEARCH
In general, the use of passive data collection for market research requires the use of apps, which tends to mean persuading participants to download an app to their device in order to take part in the research project. For providers of apps and providers of handsets there is also the option to embed passive data collection code.
Although the idea of passive data is very attractive to marketers, market researchers, and data scientists, there are relatively few cases in mainstream market research, to date, where passive data collection ...
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