Content Type:

Glossary

Mobile Survey Definition

A computer-based questionnaire which is delivered directly to the respondent via a wireless device such as a cell phone, PDA or tablet. Sometimes referred to as MCASI (mobile computer assisted self-administered interviewing).

Mobile surveys are questionnaires designed to be completed on mobile devices, such as smartphones and tablets. They allow researchers to reach respondents quickly and conveniently, often collecting in-the-moment feedback on consumer preferences, behaviors and opinions directly from their mobile devices.

Who relies on mobile surveys in market research?  

Market researchers, data analysts, brand managers, product developers and advertising agencies rely on mobile surveys to gather real-time consumer insights. This method is popular among companies looking to reach wide or diverse audiences efficiently and engage respondents in various locations.

What are key aspects of mobile surveys in market research?            

Key aspects include:

• Convenience and accessibility: Participants can complete surveys anytime, anywhere on their mobile devices.
• Real-time data collection: Enables immediate feedback and insights on consumer experiences.
• Short and engaging format: Surveys are optimized for mobile screens, often with shorter, easy-to-complete questions.
• Broad reach: Accesses a wide demographic, increasing sample diversity.
• Location-based targeting: Can collect insights based on participant location for context-specific feedback.

Why are mobile surveys important in market research?       

Mobile surveys are important because they offer a convenient and efficient way to collect timely data from consumers in real-world settings. This leads to more accurate insights, higher response rates and the ability to capture feedback on the go, which is critical for understanding consumer behavior in context.

How do market researchers use mobile surveys?    

Market researchers use mobile surveys to gather consumer feedback on brand perception, product satisfaction, purchase decisions and more. These surveys are used for quick polls, in-the-moment reactions and tracking consumer sentiment. The data gathered helps inform marketing strategies, product development and customer experience improvements.