Abstract:

Mobile Internet access is emerging as an alternative to Internet access on desktop or laptop computers. Members of online panels can receive invitations to surveys on their mobile devices, and data collection from respondents using mobile devices is becoming a reasonable channel for market researchers. This presentation focuses on web-based data collection on mobile devices and identifies a number of challenges in conducting research in this setting. Various options of presenting surveys on mobile devices are reviewed, primarily targeting the common denominator of capabilities, and by reducing the amount of information presented to respondents and the decision space available to them at any given moment in time.