Abstract:

In order to test test how SMS might best be utilised for data collection, SKOPOS and SPSS have conducted a research experiment that compares and contrasts the new mobile media against the evermore-accepted online method, as well as against the more traditional CATI survey (but to the respondent's mobile phone) in order to learn how such methods differ in terms of response rates, data quality, and other strengths and weaknesses of each channel (e.g. time consumption, convenience etc.) As a result of this work the authors conclude what consequences the introduction and increasing use of such mobile channels will have on market research in terms of methodological considerations, as contrasted with the usual constraints imposed on research projects (i.e. quality, speed and cost). Future developments and how these may impact mobile-based data collection are also examined.