Research on Research: Comparing Online and Mobile Participation in Discussion Boards Reviewed by Momizat on . Rating:
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Research on Research: Comparing Online and Mobile Participation in Discussion Boards

Mobile Versus DesktopMobile advancements and mass market adoption has generated a fast evolution of new capabilities in Online Qualitative Market Research. With these rapid advancements, there are many questions on how it impacts current online research. Similar to the adoption of online methodologies over a decade ago, we are now seeing a need for verification to validate the methodology holistically. itracks took a Research on Research approach leading to a formal study comparing online (computer) and mobile participation in discussion boards.

A summary of the findings was presented at the recent MRMW North America conference in Minneapolis. The presentation compared online and mobile device participation statistics on moderator, client observer and respondent posts; video posts; and usage trends. A case study illustrating how mobile research techniques were used to improve user engagement and research insights will be presented. The key take-away points include:
– Types of studies and population segments better suited for mobile methodologies
– Qualitative mobile technology trends
– Research best practices that embrace a mobile world
– Recommendations on improving user engagement and research insights

About The Author

Jasper Lim

Jasper Lim is the CEO of Merlien Institute. He frequently reviews the state-of-art of the marketing research industry. Apart from his daily work, Jasper serves as an Editorial Board Member for the International Journal of Work Innovation. He is also an accomplished qualitative researcher with several peer-reviewed academic publications to his name.

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