search query: @indexterm mobile technology / total: 48
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| Author: | Balabanis, G. Mitchell, V-W. Heinonen-Mavrovouniotis, S. |
| Title: | SMS-based surveys: strategies to improve participation |
| Journal: | International Journal of Advertising
2007 : VOL. 26:3, p. 369-385 |
| Index terms: | mobile technology surveys participation |
| Language: | eng |
| Abstract: | The advertising industry is increasingly using mobile technology to communicate and research. The paper examines the use of SMS to recruit samples for probability web and telephone surveys. An experimental design is used to test the influence of topic salience, sponsor identity and repeated contacts on decision to participate in the survey. The findings showed that sponsor identity and repeated contacts have an effect on decision to participate, but topic salience did not. Moreover, web survey was preferred over telephone survey mode. |
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