SMS-based surveys: strategies to improve participation

George Balabanis, Vincent-Wayne Mitchell and Sarah Heinonen-Mavrovouniotis

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.

Mobile marketing, mobile web
Mobile research
Online panels & communities
Response rates & quality
Strategy

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...

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