Forum: What market researchers should know about mobile surveys

Survey completions on mobile devices have been increasing rapidly. This important shift is something market researchers should definitely consider when designing and conducting self-administered online surveys.

What market researchers should know about mobile surveys

Tom Wells

Nielsen

Introduction

Mobile surveys offer many appealing features and possibilities for market research. In addition to collecting conventional survey responses and feedback from consumers, mobile surveys can be used for in-the-moment data collection, collecting GPS location data, barcode scanning and visual data capture (pictures and videos).

Indeed, in-the-moment mobile surveys have leveraged barcode scanning and GPS location data for studying purchase behaviour (Scagnelli et al.2012) as well as pictures of current activities and surroundings taken at the point of experience (Graham & Conry 2011; Link 2013). Collecting real-time data...

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