Given that the advent of mobile market research has been predicted and evangelized for several years, and that mobile phones are so central to modern life, it is surprising that it has taken so long for this research to get off the ground.
In this post, we will discuss some of the factors that have delayed the adoption of mobile market research and the advantages of doing this type of research.
Advantages of mobile market research
There are many advantages to conducting market research through devices, including:
You can reach a larger number of people. Nowadays, most people are connected or have access to a cell phone or tablet all the time.
You offer the respondent the opportunity to answer the survey whenever luxembourg phone number they want, wherever they want. This increases the response rate.
You can create an interactive survey with survey software, and offer participants the opportunity to participate in research that provides them with a better experience.
Mobile market research does not necessarily require internet access. There are tools for conducting offline surveys , such as QuestionPro, which allows you to conduct your research without needing internet data.
Advantages of mobile research
Disadvantages of mobile surveys
There is a widespread belief that surveys that are to be answered on mobile phones should be shorter than those that are administered via computer or face-to-face. This is considered so because:
People using their mobile devices are also going about their daily activities; a 20, 30 or 40 minute interruption is too long.
Devices, phones in particular, are not well suited for prolonged activities like a long survey, although the amount of time people can spend playing a game on their cell phone might suggest otherwise.
When using mobile web for surveys, your phone's signal or connection may not last long enough to complete a long survey.
However, it is important to remember that when online surveys first appeared in the mid-1990s, it was believed that these surveys should last less than 10 minutes.
Since then, participants have been trained or encouraged to take much longer online surveys, or at least some of them. Most researchers who have conducted research on longer surveys have found some differences between mobile and PC surveys.
Because many people believe that mobile surveys should be short, many research buyers have refused to make their important studies mobile.
Various strategies are being examined to address these issues, such as dividing surveys into modules, or creating an online panel where participants can be constantly answering surveys, or giving feedback through other mobile research activities.
Also learn about the challenges of Mobile Research .
Considerations for mobile market research
Currently, mobile studies cost the same or more than those designed for the PC and the total time from design to data delivery tends to be similar (mobile surveys often take longer to design, select samples, and review, but field work can be faster).
Since mobile research tends to be a bit more expensive and because, until recently, samples were more limited, you can still turn to these sampling tips and other considerations for mobile research .
However, with the improvement of standardized mobile platforms and increasing sample sizes, the price-efficiency barrier is disappearing.