Tjostheim

Mobile self-interviewing an opportunity for location-based marked research. Are privacy concerns a showstopper?: 

Mobile self-interviewing an opportunity for location-based marked research. Are privacy concerns a showstopper? Mobile Computing London April 22. 2005 Ingvar Tjøstheim Senior researcher

Agenda: 

Agenda Recent trends A mobile computer-assisted self-interviewing (MCASI) application a study about m-phone users interested in location based services privacy enhancing technology – controlling access to location data

Recent trends: 

Recent trends In mr there is a focus on cost-cutting It is more expensive to do CATI interview than self-assisted interviews The market share of self-assisted interviews is increasing The development in technology “The biggest improvement that technology will provide for mobile internet interviewing will be through GPRS technology. This will allow faster connection time and will also help to stabilise the end- to-end system from the mobile phone handset via the network and server, to the content (e. g. the questionnaire). Matthews et. al. (2001) Net effects, ESOMAR-publication 3 G networks are currently being built Opportunities for location based services in the mobile environment

MCASI: 

MCASI "MCAPI (mobile computer-assisted personal interviewing) and MCASI (mobile computer-assisted self interviewing) are CASIC (computer-assisted survey information collection) variations that add mobility. This enhancement enables survey researchers to reap the benefits of CASIC in many situations in which paper and pencil interviewing was previously the only viable option." John Weisberg in the Canadian Journal of Marketing Research (Volume 20, 2002),

Information about the mcasi application: 

Information about the mcasi application The questionnaire application consists of two parts: a wap-server and a database. The wap-server generates wap-pages based on a request from a client (a mobile phone). As a result it is not necessary to download or install anything on the m-phone to participate in a survey. wap.nr.no look for “wap spørreundersøkelse

A typical user walk-trough for the MCASI 1 and the MCASI 2: 

A typical user walk-trough for the MCASI 1 and the MCASI 2 The respondent receives a SMS with a wap url The respondent enters the wap url (wap-page) on the mobile phone The respondent logs onto the wap questionnaire by entering his or her phone number The respondent answers questions by choosing one or several alternatives for each question. for the MCASI 2…. The respondent receives a MMS with pictures and a wap url/ wap link The respondent clicks on the wap-link or enter the wap url on the phone The respondent logs onto the wap questionnaire by entering his/her phone number The respondent answers the questions by choosing one several alternative, or by filling in the text box. The respondent confirms his or her answer or change the answer.

Drop outs....: 

Drop outs.... MCASI 1 short version contained 7 questions MCASI 1 longer version contained 14 questions Of the 155 test-participants only 4 respondents did not complete the questionnaire (three for the short version and one for the longer) The MCASI 2 contained 13 questions, five single- response questions, five multi- response questions and three open questions (text box) in the end. Between each question, the answer to that particular question was presented to the respondent and s/he had to choose “continue” or “return to the question and change your answer” before receiving the next question. 145 started to answer MCASI 2, 117 completed question number ten and 95 the last question. Hence, 81% answered the first 10 question, and 66% the complete questionnaire.

Slide9: 

56%

After using a self-assisted mobile survey: 

After using a self-assisted mobile survey What are the percentage willing to participate in new mobile surveys? What number (if any) prefer mobile surveys (self-assisted) to web-based surveys?

Willingness to participate in new mobile surveys: 

Willingness to participate in new mobile surveys MCASI 1: 75% answerred yes MCASI 2: 49% answerred yes

What do you prefer for short surveys? (6-7 q.): 

What do you prefer for short surveys? (6-7 q.)

The statement that got the best feedback To fill in the questionnaire when it suits yourself?: 

The statement that got the best feedback To fill in the questionnaire when it suits yourself?

Expectations – Location Based Services: 

Expectations – Location Based Services According to report by Allied Business Intelligence it is estimated “that the LBS industry will account for more than 40 billion euro in revenue by 2006 in Europe. Kolmel and Alexakis (2002)

Privacy concerns?: 

Privacy concerns? “Your telecom operator has information about the location of your mobile phone. In your opinion, who should be allowed to use this location information in order to offer services?”(you can choose more than one of the alternatives listed) Market research companies Travel companies (taxi, train, bus) Other travel services Restaurants Shops Gaming companies (mobile games) Companies offering guiding/”how to find the nearest…” Other No one should be allowed to offer… Don’t know

50% are not willing to give their location data to...: 

50% are not willing to give their location data to... 9% Market research companies 24% Travel companies (taxi, train, bus) 7% Other travel services 11% Restaurants 9% Shops 2% Gaming companies (mobile games) 28% Companies offering guiding/”how to find the nearest…” 6% Other 53% No one should be allowed to offer… by using location data 6% Don’t know

On the other hand...: 

On the other hand... about 50% seem to be interested in location based services, particularly travel related services ”market research” was on the list, but since very few of the respondents had used any location based services it is still early to ask such kind of question. Privacy enhancing technology (PET) can be used to give the m-phone user a choice ”who should get access to my location data”. In the paper a service ( a prototype) to let users of mobile phones administer access to information related to location is described.

Concluding remarks: 

Concluding remarks MCASI is a promising new data collection method Short and fast surveys has a great potential applied on users of the new mobile phones Remember, keep it simple (short surveys etc) For LBS privacy concerns are relevant, but most users will make a trade off