Attitudes of Gen-X & Gen-Y Adults Toward Participatingin Mobile Phone Surveys: A Two-Phase Study

서지정보

· 발행기관 : 한국마케팅과학회
· 수록지 정보 : Journal of Global Scholars of Marketing Science(마케팅과학연구) / 21권 / 1호 / 1 ~ 8페이지
· 저자명 : Jeff W. Totten, 최영균

초록

For marketing researchers, the growing number of wireless subscribers and, especially, the number of wireless-only households, has major implications for one of the traditional mainstays of survey methodology: the telephone interview. Mobile phones present a number of challenges with respect to sampling and coverage,” including changing the sampling unit from the household to the person, the need for dual-frame designs in order to reach those with landlines and those without, and how best to define access or use, given the relative impermanence of mobile phone numbers.
The purpose of this two-stage exploratory research study was to assess how potential respondents would react to receiving a mobile phone call in which they were asked to complete a survey. This two-stage study contributes some initial insights into the reactions of young adults to this new potential data collection method and offers suggestions for needed future research on this method.
Given the purpose of the research and the call for research on this new data collection method from the research industry literature, the following research questions were identified:RQ1. Are there any differences between the two age cohorts (Gen-X and Gen-Y) in terms of their willingness to participate in a survey through a mobile phone?RQ2. Are there any differences between mobile phone-only users and users who still have landlines in terms of their willingness to participate in a survey through a mobile phone?RQ3. Are there any differences by gender in terms of willingness to participate in a survey through a mobile phone?Two nonprobability samples of Gen-X and Gen-Y adults in a Southern U.S. state were drawn in 2008 and 2009. Significant differences were identified by gender, age cohort and presence/absence of landline telephones. Regarding willingness to participate in mobile surveys, older, female cell phone only users may be more interested in participating in a mobile survey than older male users because of the novelty of the experience and that outweighs whatever cost concerns they might have. They may also be more trusting and have had more experience with answering surveys in general. Younger respondents (Gen-Y) were more willing to participate by text messaging than older respondents. Young adults are more used to texting (SMS) and instant messaging than are members of the older age cohort.
In addition, women were more willing to participate in surveys by text messaging than men were. This relationship needs to be further investigated by marketing and public opinion researchers. One may be able to increase response rate by targeting SMS surveys to women while making voice phone surveys to men. Turning to the significant interaction effect displayed in Figure 2, where older females with landlines were more willing to participate if offered a small discount than were males with landlines, men who have both landlines and mobile phones may be more concerned about cost. Thus a financial incentive or saving (discount) may be more attractive and thus reduce their resistance to participating in a mobile phone survey.

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