Attitudes of Gen-X & Gen-Y Adults toward Participating in Mobile Phone Surveys : A Two-Phase Study

다국어 초록 (Multilingual Abstract)

？？？硏究者？？，日益增？的无？用？，尤其是只有无？的家庭的？目，？？？的主要？？方式之一的？？？？有重要的？示。移？？？在？本和覆盖度方面都？硏究者？？了挑？。包括？本？位？家庭？成？人；？了？系那些有固定？？和？有的？？架？？需要；由于手机？？的相？？？性，如何最好的定？使用？或使用。 ？？二？段的探索性硏究的目的是？？？在受？者在接到要求他？完成一？？？的？？？？有？？的反？。？？二？段的硏究的？？包括 : 年？人？？？新的？在？据收集方法的反？方面的？点？提供了未？？？？方法的硏究的建？。 ？于本硏究的硏究目的和？有？？？新的？据手机方法的文？回？，我？？定了下列硏究？？ : ？？ 1：就是否愿意？加手机？？方法方面，？？不同年？？(X世代和Y世代) 之？是否有差？? ？？ 2：就是否愿意？加手机？？方法方面，？有手机用？和仍有固定？？用？之？是否有差？? ？？ 3:就是否愿意？加手机？？方法方面，性？之？是否有差？? 2008年到2009年，形成了？？美？南部的州的X世代和Y世代的非？率？本。性？，年？？和有/？有固定？？之？有？著的差？、考？愿意？加手机？？方面，年？的，？使用手机的女性比年？的男性用？更有？趣？加手机？？，因？？？新奇的？？超？了他？可能有的？花？的考？。？的？？，他？也？？？？？回答更信任和更有？？。年？的受？者(Y世代)比年？的受？者更愿意？加短信？？。年？人比年？的群？更？？于短信和？？消息。 ？外，女性比男性更愿意？加短信方式的？？。？？？系？需要？？和公共？点的硏究者做？一步的探索。一？可行的提高回？率的方法是？女性提供短信？？，？此同？，？男性使用？音？？？？。至于？2中？示的？著文互？系，其中年？的有固定？？的女性用？？比有有固定？？的男性用？更愿意？加？？，如果提供一点折？的？。同？有固定？？和手机的男性？更多的考？花？。因此，一些？？上的？？或折？可能？更吸引，？而？少他？？？加手机？？的抵？。

다국어 초록 (Multilingual Abstract)

For marketing researchers, the growing number of wireless subscribers and, especially, the number of wireless-only house-holds, 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.

목차 (Table of Contents)

• Abstract
• 摘要
• 1. Introduction
• 2. Literature Review
• 3. Methodology
• 4. Results of the Summer 2008 Study
• 5. Results of the Spring 2009 Study
• 6. Implications
• 7. Limitations
• References