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Diss Emanuel Maxl Verlag 10 Emanuel Maxl Mobile Markt- und Sozialforschung Methodische Qualität selbst-administrierter mobiler Forschung Diese Dissertation wurde von im Rahmen des Graduate Research Opportunity Program (GROP) unterstützt. Mobile Markt- und Sozialforschung Methodische Qualität selbst-administrierter mobiler Forschung Emanuel Maxl Universitätsverlag Ilmenau 2012 Impressum Bibliografische Information der Deutschen Nationalbibliothek Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliografie; detaillierte bibliografische Angaben sind im Internet über http://dnb.d-nb.de abrufbar. Diese Arbeit hat der Fakultät für für Mathematik und Naturwissenschaften der Technischen Universität Ilmenau als Dissertation vorgelegen. Tag der Einreichung: 6. Juli 2011 1. Gutachter: Prof. Dr. Nicola Döring (Technische Universität Ilmenau) 2. Gutachter: Prof. Dr. Jens Wolling (Technische Universität Ilmenau) 3. Gutachter: Prof. Dr. Wolfgang Mayerhofer (Wirtschaftsuniversität Wien) Tag der Verteidigung: 25. November 2011 Technische Universität Ilmenau/Universitätsbibliothek Universitätsverlag Ilmenau Postfach 10 05 65 98684 Ilmenau www.tu-ilmenau.de/universitaetsverlag Herstellung und Auslieferung Verlagshaus Monsenstein und Vannerdat OHG Am Hawerkamp 31 48155 Münster www.mv-verlag.de ISBN 978-3-86360-021-1 (Druckausgabe) URN urn:nbn:de:gbv:ilm1-2011000484 Titelfoto: photocase.com | Fasserhaus Zusammenfassung Die vorliegende Arbeit behandelt ausgewählte Aspekte methodischer Qua- lität von selbst-administrierten mobilen Forschungsmethoden auf der Grundlage von etablierten Qualitätskriterien in der empirischen Sozialfor- schung: Coverage, Sampling, Nonresponse und Measurement. Sie stellt selbst-administrierte mobile Forschungsmethoden, deren technische Ver- ortung und den Mobile Marketing Hintergrund dar. Eine Unterteilung von mobilen Methoden erfolgt anhand der Kriterien ‚Push‘- vs. ‚Pull‘- Rekrutierung und ‚Kontextbezug der Studie‘. Aktuelle Befunde zur Qualität von mobilen Erhebungsmethoden werden vorgestellt. Ausgewählte Fragen der Qualität von mobilen, selbst-administrierten Methoden werden in drei empirischen Studien, jeweils eine Studie einer Kategorie mobiler Metho- den, behandelt. Eine Push-Studie ohne Kontext-Bezug untersucht den Response auf zwei technische Einladungsvariationen ‚WAP-Push‘ vs. ‚SMS plus Link‘ und zwei Textvariationen in der Einladung einer mobilen, web- basierten Befragung. Ausgesendet wurden insgesamt 59.986 Einladungen. Der Rücklauf ist mit n=650 bzw. 1.2% gering. Die Responseraten der beiden Einladungsvarianten sind vergleichbar hoch. Eine Ursache für die geringe Beteiligung sind technische Einschränkungen der Versand-Modi. In einer explorativen Studie zu ortsbezogenen, mobilen Umfragen mit n=31 Teilnehmern, werden Rahmenbedingungen für eine erfolgreiche Durchführung diskutiert, wie beispielsweise zeitgerechte und wahrnehmba- re Einladungen im Kontext. Die Erhebung erfolgte mit einer mobilen Web-Umfrage-Software, welche Push-Einladungen im Orts-Kontext an die Respondenten sandte. Eine mobile Pull-Studie im Kontext mit n=51 Stu- dierenden, unter Nutzung eines Mobile Blogging Systems, belegt die Chan- cen und Limitierungen dieser Methode für die qualitative, ethnographische Marktforschung. Mit der mobilen Methode werden insbesondere unmittel- bare Eindrücke aus dem Lebensumfeld erfasst. 5 Abstract This work examines specific aspects of methodological quality of self- administered mobile market research methods using established quality criteria in empirical social research: Coverage, sampling, nonresponse and measurement. Self-administered mobile methods are described with their technological and Mobile Marketing background. According to the criteria ‘Push’ vs. ‘Pull’ and ‘Context-reference’ mobile methods are segmented. Current research results regarding quality of mobile methods are summa- rized. Selected questions of quality of self-administered mobile methods are researched in three empirical studies, each for one type of mobile methods. A context-independent Push-study observes the response-rates with the variation of WAP-Push and SMS plus Link technology and two options of invitations texts in a web-based mobile survey. In total 59.986 invitations were sent out to respondents. Overall response was low with n=650 and 1.2%. Response-rates of both invitation modes were compara- ble. One reason for this result are technical issues of invitation modes. A location-based mobile Push-study with n=31 respondents shows determin- ing factors for response such as prompt and recognisable invitations in the context. Data-collection in this study has been done with a mobile web- based survey application which sends location-aware Push-invitations to respondents. A Pull study in the context amongst n=51 students using a mobile blogging system examines the benefits and limitations for qualita- tive, ethnographic market research. Immediate impressions of personal life’s can be captured with mobile phone cameras. 6 Inhaltsverzeichnis 1 Einführung ..................................................................................................... 13 1.1 Relevanz der Arbeit................................................................................. 13 1.2 Zielsetzung ............................................................................................... 18 2 Theorie ............................................................................................................ 21 2.1 Begriffsdefinitionen ................................................................................ 21 2.1.1 Mobilkommunikation .................................................................... 21 2.1.2 Mobile Markt- und Sozialforschung ........................................... 25 2.2 Methodische Qualität ............................................................................. 29 2.3 Technische Grundlagen ......................................................................... 41 2.3.1 Mobilfunknetztechnologie ........................................................... 42 2.3.2 WLAN & Wireless Personal Area Networks ............................ 43 2.3.3 SMS & MMS ................................................................................... 45 2.3.4 Mobiles Internet ............................................................................. 47 2.3.5 Mobile Applikationen .................................................................... 49 2.3.6 Mobile Weblog ............................................................................... 51 2.3.7 Positionsbestimmung .................................................................... 53 2.3.8 Kamera & Bilderkennung ............................................................. 55 2.3.9 Mobile Endgeräte ........................................................................... 57 2.4 Mobile Marketing Grundlagen .............................................................. 60 2.5 Mobile Methoden – allgemein .............................................................. 65 2.5.1 Kontext-Modelle ............................................................................ 66 2.5.2 Kontext in der Psychologie .......................................................... 70 2.5.3 Einteilung von mobilen Forschungsmethoden ........................ 74 2.6 Mobile Non-Voice Methoden ............................................................... 78 2.6.1 Selbst-administrierte mobile Non-Voice Befragungen ............ 79 2.6.2 Qualitative mobile Forschungsmethoden .................................. 93 2.6.3 Non-reaktive mobile Methoden .................................................. 96 2.6.4 Push-Rekrutierung ....................................................................... 102 2.6.5 Pull-Rekrutierung ......................................................................... 105 2.6.6 Gesamtübersicht mobiler Methoden ........................................ 107 2.7 Forschungsstand zur methodischen Qualität ................................... 109 2.7.1 Coverage ........................................................................................ 109 2.7.2 Sampling ........................................................................................ 119 2.7.3 Nonresponse ................................................................................. 122 2.7.4 Measurement ................................................................................ 127 2.8 Forschungsfragen .................................................................................. 130 7 3 Empirischer Teil .......................................................................................... 139 3.1 Push-Studie ohne Kontextbezug: Effekte von Einladungs-Modi 140 3.1.1 Zielsetzung und Fragestellungen .............................................. 143 3.1.2 Methode ........................................................................................ 146 3.1.3 Ergebnisse .................................................................................... 154 3.1.4 Diskussion – Push-Studie ohne Kontextbezug ...................... 160 3.2 Push-Studie im Kontext: Ortsbezogene Mobile Befragung .......... 165 3.2.1 Zielsetzung und Fragestellungen .............................................. 166 3.2.2 Methode ........................................................................................ 169 3.2.3 Ergebnisse .................................................................................... 175 3.2.4 Diskussion – Push-Studie im Kontext ...................................
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