Conducting Mobile Surveys: A Hands-on Introduction to an Innovative Research Mode

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Workshop at General Online Research 2009 in Vienna

Workshop at General Online Research 2009 in Vienna

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  • 1. Conducting Mobile Surveys: A Hands-on Introduction to an Innovative Research G.O.R. Vienna, Mode 06/04/2009 Dr. Tanja Pferdekämper & Tristan Melcher, Globalpark AG
  • 2. Aim of the Workshop The aim of the workshop is to provide participants with theoretical background on mobile research and with working knowledge on the optimal design of a mobile survey choosing the right invitation techniques and mode-specific incentive strategies enhancing satisfaction of mobile survey participants and reducing dropout rates. 2
  • 3. Agenda 1 Welcome: Your Experiences & Expectations 2 Current Situation & Challenges 3 Theoretical Background & Cases 4 Doing Mobile Research: Practical Introduction 5 Summary & Outlook 3
  • 4. 0. About Globalpark AG Globalpark Germany (Headquarter) since 1999 Huerth (near Cologne) Software Development & Consulting Chief Executive Officer (CEO): Dr. Lorenz Gräf Chair of Supervisory Board: Prof. Dr. Bernad Batinic Globalpark-US Globalpark-UK New York London Full-Service- Full-Service- Supplier Supplier Globalpark-Austria Vienna Full-Service-Supplier Member of Expert-Forum „Online-Forschung“ (= an institutional and company-independent platform of online-researchers http://expertenforum.at) 4
  • 5. Agenda 1 Welcome: Your Experiences & Expectations 2 Current Situation & Challenges 3 Theoretical Background & Cases 4 Doing Mobile Research: Practical Introduction 5 Summary & Outlook 5
  • 6. Agenda 1 Welcome: Your Experiences & Expectations 2 Current Situation & Challenges 3 Theoretical Background & Cases 4 Doing Mobile Research: Practical Introduction 5 Summary & Outlook 6
  • 7. Market Trends – Mobile Internet Penetration Cell Phone Web Surfing 16 Million UMTS-Access until End of 2008 Market for mobile data services grow up by 7,1 percent to 5,1 Billion Euro in 2008 Data transfer more and more low priced (http://www.bitkom.de/de/presse/57467_55700.aspx) 7
  • 8. Market Trends – Mobile Internet Penetration Percentage of Mobile Users in Different Countries 8
  • 9. Market Trends – Mobile Internet Penetration Mobile Internet Users in UK – Demographic Characteristics Source: comScore M:Metrics MobiLens Survey, which reports three-month rolling averages based on surveys of more than 15,000 U.K. mobile phone subscribers age 13 and older. 9
  • 10. Market Trends – B2C: Mobile Advertising Mobile Advertising has become a major part in the marketing mix. The mobile channel enables advertisers to target an audience independent of time and place. It is more personal and has more reach than any other medium. (www.yoc.com) 10
  • 11. Market Trends - B2C: Mobile Advertising Source: AdMob Mobile Metrics Report, January 2009 Numbers are based on more than 6,000 publishers and 400 applications worldwide from the AdMob network. Market share is calculated by the percentage of requests received from a particular handset; it is a measure of relative mobile web and application usage and does not represent handset sales. 11
  • 12. Market Trends – B2B: Social Networking Mobile Web Usage Doubles Sozial networks, blogging, and news Web sites are spurring the use of daily mobile Internet usage, according to a new ComScore report. [...] Overall, ComScore found 63.2 million people access news and information on a mobile device in January 2009. (InformationWeek, March, 16th 2009) 12
  • 13. Current Uses: Market Research Challenge I Directly at the Point of Sale: At tradeshows in shopping malls, retail parks and service points At training Public events & Increased need courses / virtual communities to collect insight seminars & feedback from target groups that are difficulty At places of work Schools, universities without internet to reach & community centers connection On the road On the road; B2C B2B busses, trains busses, trains & & airports airports 13
  • 14. Current Uses: Market Research Challenge II Mobility & Flexibility Instant feedback at the Point of Sale Reaching high mobility target group Location independent surveys Speed Contemporary, event triggered surveys Fast responses Reporting Results available in real-time Faster decision making/evaluation 14
  • 15. Showcase: IP Deutschland Researching User Structure of RTL – Mobile Portals By IP Deutschland self administered mobile online survey No mode change: Recruited target group via mobile banner advertising Direct access to anonymous survey 15
  • 16. Showcase: Q Research Panel At the moment the panel contains 200.000 people age 11 – 18 in UK, that are exclusively questioned via mobile phone (participation only with agreement of legal guardian) Questioning of an innovation-affine target group about current consumer topics Panelists receive a monetary incentive in real time (panel currency: 1 Q) This way Q Research realizes above- average reponse rates and a low churn rate 16
  • 17. Agenda 1 Welcome: Your Experiences & Expectations 2 Current Situation & Challenges 3 Theoretical Background & Technical Requirements 4 Doing Mobile Research: Practical Introduction 5 Summary & Outlook 17
  • 18. Research Questions: ? How is Content How does the survey ? displayed? ? process works? Are mobile surveys ? accepted? Where do people ? How is the usability of take part in mobile different question types surveys? rated? ? Who is taking part in ? mobile surveys? What is answer What are the behavior like? ? participation rates? ? ? ? ? How can participation What is the user rates be influenced? experience like? ? 18
  • 19. Research-Workshop Focus: Survey process Technical with mobile devices requirements & restrictions Starting mobile Display of research content 19
  • 20. Technical Requirements and Restrictions Input Devices and Types of Connections (Germany) The Connection is Although Data mostly GPRS (30%), Rates are often UMTS (11%) and GSM (10%). 40% do not know calculated based on their type of transfer volume (29%); connection. 36% of respondents do not know how much it costs. Most cell phones were manufactured by Nokia (39%) and Sony Ericsson (25%). (Own Study in 2008, N=170) 20
  • 21. Technical Requirements and Restrictions Traffic, Manufacturers and Devices (Western Europe) Apple leads with 31% share of overall requests in Western Europe in the AdMob Network. ( AdMob Mobile Metrics Report, January 2009) 21
  • 22. Display of Content Display Formats of Mobile Surveys Computer BlackBerry Displaying survey sites is possible on.... Old-style cell X-HTML phone WML (Mobile Profile) 22 Cell Phone with HTML
  • 23. Display of Different Question Types Where do you look Did you watch the up information & 2008 Olympic results? Opening Ceremony on TV? How interested are you in the Olympic Summer Games of 2008? Question with Single response vertical Multi response image vertical 23
  • 24. Display of Different Question Types Which of the 28 How many hours sporting disciplines will you watch the interests you most? Olympic competitions? Single line text input Closed response list 24
  • 25. Agenda 1 Welcome: Your Experiences & Expectations 2 Current Situation & Challenges 3 Theoretical Background & Technical Requirements 4 Doing Mobile Research: Practical Introduction 5 Summary & Outlook 25
  • 26. Process Sequence: Mobile Survey in 7 Steps 1. Create project 2. Enter questions 3. Activate Mobile Extension and project 4. Test project 5. Invite participants 6. Control progress 7. Export data 26
  • 27. Process Sequence: Mobile Survey in 7 Steps 1. Create project 2. Enter questions 3. Activate Mobile Extension and project 4. Test project 5. Invite participants 6. Control progress 7. Export data 27
  • 28. 1. Create Project Personalized survey Anonymous survey Panel - survey Personalized survey Anonymous survey Participants chosen from List of participants can be i.e. accessed by link on a the panel imported mobile website Available in EFS Panel only 28
  • 29. Process Sequence: Mobile Survey in 7 Steps 1. Create project 2. Enter questions 3. Activate Mobile Extension and project 4. Test project 5. Invite participants 6. Control progress 7. Export data 29
  • 30. 2. Enter Questions Questions Single response list Multiple response list Matrix questions Semantic differential Text fields Text sites Multimedia Pictures 30
  • 31. 2. Enter Questions Question Editor: Working on 3 Levels Level 1: Level 2: Level 3: Structure view Page view* Question view (page list) Question text: Question 1: Page 1: Please enter your Gender Personal data questions family status. Question 2: Page 2: Age Employment status Answer 1 not married Question 3: Page 3: Answer 2 Family status Income status married Question 4: Page 4: Answer 3 Nationality Household structure divorced/widowed *1 page = 1 survey screen 31
  • 32. 2. Enter Questions (Structure View) Page name Pages can be indented ( filtering) 32
  • 33. 2. Enter Questions (Page View) = Show available question types Indicates number and internal title of questions on single survey screen = Load a new question from library Create/Add new question on one page 33
  • 34. 2. Enter Questions (Question View) Indicates question text and fill-in instruction Indicates answer option 34
  • 35. Process Sequence: Mobile Survey in 7 Steps 1. Create project 2. Enter questions 3. Activate Mobile Extension and project 4. Test project 5. Invite participants 6. Control progress 7. Export data 35
  • 36. 3. Activate Mobile Extension and Project 36
  • 37. 3. Activate Mobile Extension and Project 1. Generate Creates database table 2. Start / end of Survey is accessible, if current date is between starting and the survey ending time 3. Activate Survey is accessible 37
  • 38. Process Sequence: Mobile Survey in 7 Steps 1. Create project 2. Enter questions 3. Activate Mobile Extension and project 4. Test project 5. Invite participants 6. Control progress 7. Export data 38
  • 39. 5. Invite Participants anonymous personalized Publish the survey link on a Inviting participants by a mobile website personalized sms/ wap push message Publish the survey link in a sms/ wap push newsletter Password is hidden in the link User will be asked to enter the password 39
  • 40. 5. Invite Participants Participant Administration Configuration a) Participants import: import via participant-list (XLS; CSV) is possible as well as b) individually with “Add participant” Editing: selection functions, contact functions 40
  • 41. 5. Invite Participants Mail/ Sms/ Wap Push Administration Direct connection to participants administration Utilization of templates / serial letter functions and placeholders Preview mode 41
  • 42. Process Sequence: Mobile Survey in 7 Steps 1. Create project 2. Enter questions 3. Activate Mobile Extension and project 4. Test project 5. Invite participants 6. Control progress 7. Export data 42
  • 43. Mobile Extension EFS Mobile Extension enables you to carry out surveys on mobile devices. two components Component 2 Component 1 the delivery of surveys the transmission of sms/ to mobile devices wap push messages 43
  • 44. Mobile Extension Sending of Sms / Wap Push Messages Sms: Simple text-only message up to 160 characters It’s impossible to format links as such But many mobile devices detect links and display them as clickable areas of the message Wap push: It’s possible to send an URL in the background of the message, which can be opened on a mobile device A wap push message and a sms look very similar for the user Problems: the reception of wap push messages isn’t supported by all mobile devices and the users are able to deactivate the reception of wap push messages The technical execution of the transmission is carried out by an external provider 44
  • 45. Mobile Extension Sending of Sms/ Wap Push Messages Panel: The variable u_mobile is available by default and has to have a value Personalized: Generate u_mobile as a user-defined variable (type: text field) in the participant administration Fill in the survey participants’ telephone number (into the variable u_mobile): The numbers must conform to the international format and must be entered without the leading “+” symbol, e. g. 491775554444 45
  • 46. Mobile Extension Delivery of Survey Pages to Mobile Devices Mobile devices make specific demands on the content: Reasons (a.o.): small displays, low data connection rates for internet access, less efficient mobile hardware Therefore an adjustment to the output of the mobile devices is necessary Developed output formats: HTML: supported by mobile devices of the newer generation, internet core technology, the hole range of design options is available XHTML-MP: a few simple formatting commands are supported WML: a very simple output format for mobile devices, it isn’t possible to format texts or use colored pictures 46
  • 47. Mobile Extension Delivery of Survey Pages to Mobile Devices 47
  • 48. Mobile Extension Delivery of Survey Pages to Mobile Devices When requesting the survey page, most mobile devices transmit at the same time information on the output format they support. HTML is supported: Normal survey templates are delivered XHTML-MP or WML is supported: Special templates are delivered 48
  • 49. Mobile Extension Access to the Admin Area: Put in your user name and your password to login. http://mobile.opst.de/www/ 49
  • 50. Mobile Extension Practical Advice: Activate the option “Dynamically switch output format of survey (HTML, XHMTL-MP, WML) depending on browser used by the respondent?” in the “Project properties” menu of the survey Deactivate the JavaScript-Check “Check whether the respondent has JavaScript activated?” in the “Project properties” menu of the survey (this check can lead to problems with mobile devices) Don’t use functions requiring JavaScript, as e. g. graphical form elements or JavaScript plausibilty checks Logos/ pictures: reduce size, use mobile versions or leave them completely out 50
  • 51. Mobile Extension Practical Advice: Don’t integrate too many questions on one page (best usability: one question for each page, at most 10 to 15 questions/ pages) A survey started on a mobile device can be continued and completed on a computer (except anonymous surveys) It’s absolutely important to do an extensive pre-test in mobile surveys (because of the heterogeneity of the mobile devices Available question types: single response list, multiple response list, matrix questions, semantic differential, text fields, text sites 51
  • 52. Agenda 1 Welcome: Your Experiences & Expectations 2 Current Situation & Challenges 3 Theoretical Background & Technical Requirements 4 Doing Mobile Research: Practical Introduction 5 Summary & Outlook 52
  • 53. Summary Technical requirements & restrictions Efficiency of design- and implementation technology for mobile surveys Diversity on the part of network providers and handset manufacturers (Data transfer rates, display of content): Pre tests required! Display of content All common question types: Positive ratings by respondents No Flash or Java Script based question types Avoid too many text input questions and too long drop-down- menus Survey process with mobile devices Online survey in seven steps Personal and anonymous projects possible No deeper programming skills necessary 53
  • 54. Outlook & Discussion Trends and opportunities? Increasing market share of cell phones with GPS: Location based Consumer Tracking Increasing market share of cell phones able to read QR- codes: Measuring e.g. TV-broadcast quality and getting a more realistic picture of consumers’ emotions Development of mobile internet in the future: Comparable with the development of the internet Impact of mobile research: Consequences for your own work? 54
  • 55. Test It Yourself Visit our mobile survey with your cell phone at: Mobile.opst.de/uc/main/157f There you can directly participate in the mobile survey. Visit our blog at (only in German available): http://www.globalpark.de/blog/gor09/ Thank you! Dr. Tanja Pferdekämper Tristan Melcher tanja.pferdekaemper@globalpark.com tristan.melcher@globalpark.com 55
  • 56. Instructions for Use © 2009 – Globalpark AG, Globalpark UK Ltd., Globalpark USA, Globalpark Oesterreich GmbH The information contained in this publication is the property of Globalpark GmbH and its subsidiaries. Passing on and reproduction of this publication or any parts of it is only permitted with the express written approval of Globalpark GmbH or its subsidiaries. This publication is issued without any guarantee whatsoever. Information contained herein can be changed without prior notification. In addition Globalpark accepts no guarantee as to the exactness or completeness of the information, text, graphics, links and other items in this publication. This publication is a preliminary version, which is not subject to any valid licence agreement or other agreements with Globalpark. The software products offered by Globalpark GmbH, its subsidiaries and/or its distributors may contain software components of other software manufacturers. All products may show country-specific differences. Globalpark, Enterprise Feedback Suite, EFS, EFS Survey, EFS Panel, EFS Employee and EFS Leadership, other Globalpark products and services mentioned in the text and their corresponding logos are trademarks and can be registered trademarks of Globalpark GmbH and/or its subsidiaries in Germany and other countries worldwide. All other names of products and services are trademarks of their respective companies. 56