haku: @indexterm response rate / yhteensä: 99
viite: 4 / 99
| Tekijä: | Okazaki, S. |
| Otsikko: | Assessing mobile-based online surveys |
| Lehti: | International Journal of Market Research
2007 : VOL. 49:5, p. 651-675 |
| Asiasana: | advertising mobile phones response rate |
| Kieli: | eng |
| Tiivistelmä: | Most surveys in mobile advertising have used self-reported questionnaires without ensuring that the survey respondents regularly receive and access mobile ads, and are therefore able to evaluate this new medium. The paper fills in this research gap and proposes a mobile-based survey method. A pilot study is of mobile advertising is conducted in collaboration with a Japanese interactive advertising agency. One week after the mobile advertising a structured questionnaire was sent via mobile device. It was revealed that the multichotomous response formats applied in the questionnaire produced an acceptable scale reliability and validity. |
SCIMA