SMS and WAP – the shortcut to fast and better survey response?
Kevin Goldberg, Charles Pearson and Lucy EyersResearch Now, United Kingdom
INTRODUCTION
As mobile phone technology develops to offer an increasing array of features and services to consumers, market researchers are becoming more interested in the phone's potential use as a market research tool. Much of the recent attention has been around the mobile phone as a vehicle for data collection via internet technologies such as WAP and i-mode. However, although the interest is high, the usability for a great deal of market research...