Collecting Data Via Smartphones - Exploring Ways How to Reach Respondents

The advent and increasing popularity of smartphones open up new approaches to study people and collect primary data. While market researchers are working to develop appropriate methods for collecting data via these mobile devices, research on factors that influence the willingness to participate in such surveys as well as about ways how to increase response rates is still in its infancy. In order to start filling this research gap, qualitative interviews with market research experts have been conducted. The data analysis reveals various influence factors which refer to mobile technology aspects, the survey design as well as to the potential respondent. Based on these findings, practical starting points for increasing smartphone users’ willingness to participate in mobile data collection are highlighted.