By Poynter, Ray; Williams, Navin; York, Sue
The 1st e-book out there that makes a speciality of the realm of cellular researchMore humans have cellphones than have desktops or land traces and for numerous years researchers have understood that info assortment must turn into cellular. Up beforehand, there have been no structures to be had to take action, fuelled by way of incompatibilities among platforms, loss of compatible structures, lack of awareness when it comes to easy methods to use cellular and too many firms attempting to placed quaint surveys into the cellular international with no confronting the adjustments that have to be made, e.g. shorter surveys. Ho. �Read more...
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Extra info for The handbook of mobile market research : tools and techniques for market researchers
Customer satisfaction and experience is a lagged measure; it talks about what happened, not what is happening. The longer the delay between the measurement and the reporting, the more lagged the information is, making it difficult to use proactively in managing a brand or service. The sections that follow look at several ways that the limitations described here are being addressed via mobile market research. The final section looks at how these developments might be expanded still further. CAPTURING EXPERIENCES Because phones/phablets tend to always be with people they are a great way to capture experiences as and when they happen.
Mobile devices are used to investigate potential purchases, to navigate to shopping locations, and to make purchases. Some of the information about this process is available from what is often termed ‘big data’, for example transactional data, loyalty programme data, web-tracking data. ’ components. Research approaches being used in the context of mobile shopping include: ∙ Usability testing, for example, how easy it is to buy from an online site using a phone or tablet. Usability testing is conducted both quantitatively and qualitatively, in central locations (for example usability labs) and remotely.
Size. Tablets generally have dimensions in the range of 7–11 inches. 3. Internet connectivity. Some tablets have 3G or 4G connectivity, but many of them only have Wi-Fi connectivity. g. to complete an online survey) when there is a suitable Wi-Fi service available. 4. SMS. e. are not connected to the mobile phone network) cannot easily send and receive SMS messages. 36 5. THE TECHNOLOGY OF MOBILE MARKET RESEARCH Standard operating systems. Most tablets currently being sold and most of the installed base (installed base refers to devices in use, not just to those bought recently) use one of the two leading operating systems, such as Apple’s iOS or Google’s Android, which are also the two leading operating systems for smartphones.