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MCASI (mobile computer assisted self-administered interviewing) Definition

A computer-based questionnaire which is delivered directly to the respondent via a wireless device such as a cell phone, PDA or tablet. Often referred to as a mobile survey.

Mobile computer assisted self-administered interviewing (MCASI) is a survey technique used in market research where participants complete surveys on mobile devices without interviewer assistance. It leverages mobile technology to collect responses, making it easier to reach respondents in various locations and at their convenience.

Who relies on MCASI in market research?     

MCASI is commonly used by market researchers, data collection agencies and businesses conducting surveys targeting mobile users. It's especially valuable for companies seeking feedback from tech-savvy or on-the-go consumers and is utilized by researchers aiming to reach a broader, geographically diverse audience.

What are key aspects of MCASI in market research?              

Key aspects of MCASI include:

• Mobile accessibility: Ensures respondents can participate anytime, anywhere.
• User-friendly interface: Designed for ease of use on small screens.
• Automated data collection: Reduces the need for manual data entry.
• Customizability: Offers adaptable question formats.
• Real-time data: Enables prompt data collection and analysis.

Why is MCASI important in market research?             

MCASI is important because it enhances reach and response rates, particularly among mobile users. By offering respondents a convenient way to participate, it minimizes barriers to response, ultimately improving data quality and diversity. It also allows researchers to gather timely insights from various demographics efficiently.

How do market researchers use MCASI?

Market researchers use MCASI to collect data directly from respondents through mobile surveys. This technique enables the quick gathering of insights on consumer behavior, preferences and trends. Researchers can analyze responses in real-time, adjust strategies based on immediate findings and reach a larger audience with minimal effort.