Assessing mobile-based online surveys: methodological considerations and pilot study in an advertising context
Shintaro OkazakiUniversidad Autónoma de Madrid Spain
INTRODUCTION
The internet-enabled mobile handset has rapidly achieved worldwide penetration. The most drastic change seems to have occurred after the introduction of the Universal Mobile Telecommunications System (UMTS) and Wideband Code Division Multiple Access (WCDMA), which enabled many operators to move quickly to 3G ('third generation') standards. Global mobile players, such as NTT DoCoMo, Vodafone and Nokia, now achieve high-speed transmission of a wide variety of sophisticated internet services.
By combining personal telephony and sophisticated technologies, the mobile...