at Market Research in the Mobile World Europe 23 - 26 September 2014, Belin, Germany This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW

2. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

3. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

5. 9/29/2014
Mobile devices in traditional
web panels, what can we do?
Arnaud Wijnant
Marika de Bruijne
MRMW Europe 2014

6. Probability-Based Web
Panels
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3
SampleSample

7. No computer?
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8. 9/29/2014
5
Mobile web usage
y = 0.0002x - 7.3836
R² = 0.9823
y = 0.0001x - 5.9756
R² = 0.9878
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Shareofmobilewebuseoftotalwebuse
StatCounter Netherlands LISS panel Linear (StatCounter Netherlands) Linear (LISS panel)

9. Classic web
questionnaires on mobile
devices
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6

10. Survey on a smartphone:
C-MoTo
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11. Applying Mobile First
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12. How Scientists see it
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13. How Respondents see it
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14. Mobile device strategy
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11
Do nothing Block
Flag mobile access
Adjust

15. All questionnaires in
multiple versions
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Advantage:
- Most optimal user
experience on all
devices
Disadvantages:
- Possible response
effects by design
(experiments couldn’t
find any differences)
- High development costs
- High maintenance costs
- Questionnaire testing
complicated
Smartphone
questionnaire
PC/laptop
questionnaire
Tablet
questionnaire

16. Alternative:
Amphibious questionnaire
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Advantage:
- Most optimal user
experience on all
devices, not too
much effort to
program
Disadvantage:
- Possible
response effects
by design,
limitation to
question types
Smartphone
presentation
PC/laptop
presentation
Tablet
presentation
Questionnairedefinition

17. Prototype – Regular browser
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14

18. Prototype - Mobile browser
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15

19. Not just
a questionnaire
o Panel login environment
- Mobile compatible layout
- For complicated questionnaires:
- Give a warning “Not suitable for mobile…”
- Block access
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o Invitations
- SMS
- Social Network
- Messages
- Single sign-on

20. Conclusion
- It is necessary to anticipate on mobile
devices in web panels
- Technical solutions open up many
possibilities to create an environment
adjusted to a multi device panel
- Costs and panel aim decide which
scenario works the best
- simple: mobile first (e.g. youth panel)
- advanced: device optimized
questionnaires with a mobile login page
and push messages (e.g. formal
innovative web panel)
9/29/2014
17

22. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

23. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

24. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW