Mobile Markt- und Sozialforschung : Methodische Qualität selbst-administrierter mobiler Forschung

This work examines specific aspects of methodological quality of self-administered mobile market research methods using established quality criteria in empirical social research: Coverage, sampling, nonresponse and measurement. Self-administered mobile methods are described with their technological and Mobile Marketing background. According to the criteria ‘Push’ vs. ‘Pull’ and ‘Context-reference’ mobile methods are segmented. Current research results regarding quality of mobile methods are summarized. Selected questions of quality of self-administered mobile methods are researched in three empirical studies, each for one type of mobile methods. A context-independent Push-study observes the response-rates with the variation of WAP-Push and SMS plus Link technology and two options of invitations texts in a web-based mobile survey. In total 59.986 invitations were sent out to respondents. Overall response was low with n=650 and 1.2%. Response-rates of both invitation modes were comparable. One reason for this result are technical issues of invitation modes. A location-based mobile Push-study with n=31 respondents shows determining factors for response such as prompt and recognisable invitations in the context. Data-collection in this study has been done with a mobile web-based survey application which sends location-aware Push-invitations to respondents. A Pull study in the context amongst n=51 students using a mobile blogging system examines the benefits and limitations for qualitative, ethnographic market research. Immediate impressions of personal life’s can be captured with mobile phone cameras.

Die vorliegende Arbeit behandelt ausgewählte Aspekte methodischer Qualität von selbst-administrierten mobilen Forschungsmethoden auf der Grundlage von etablierten Qualitätskriterien: Coverage, Sampling, Nonresponse und Measurement. Sie stellt selbst-administrierte mobile Forschungsmethoden, deren technische Verortung und den Mobile Marketing Hintergrund dar. Eine Unterteilung von mobilen Methoden erfolgt anhand der Kriterien ‚Push‘- vs. ‚Pull‘-Rekrutierung und ‚Kontextbezug der Studie‘. Ausgewählte Fragen der Qualität von mobilen Methoden werden in drei empirischen Studien behandelt. Eine Push-Studie ohne Kontext-Bezug untersucht den Response auf zwei technische Einladungsvariationen. In einer explorativen Studie werden Rahmenbedingungen für eine erfolgreiche Durchführung von ortsbezogenen, mobilen Umfragen diskutiert. Eine mobile Pull-Studie im Kontext unter Nutzung eines Mobile Blogging Systems belegt die Chancen und Limitierungen für die qualitative, ethnographische Forschung.


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