SMS-based surveys: strategies to improve participation

The advertising industry is increasingly using mobile technology to communicate and research. This paper examines the use of the short messaging service (SMS) on mobile phones to recruit samples for probability web and telephone surveys.

SMS-based surveys: strategies to improve participation

George Balabanis, Vincent-Wayne Mitchell and Sarah Heinonen-MavrovouniotisCass Business School, City University, London

INTRODUCTION

Advertising agencies tend to be not only heavy users but also providers of market research in campaign design and evaluation (McDaniel & Gates 2000). Indeed this trend is growing as a result of the market's need for increasing accountability of the advertising industry. In a recent feature article on the advertising agency of the future (Campaign2005), the CEO of WPP (the world's second largest advertising agency) explained that market research will be at the forefront of that business....

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