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.
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.