Survey Research using Emerging Technologies: Considerations for Design, Data Collection, Sampling and Recruitment for Smartphone and Tablet Based Surveys JOS Conference June 10 and 11, 2015 Trent D. Buskirk, Ph.D. 1 JOS AAPOR30th Anniversary Short Course, Conference 2014 Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Instructor: Trent D. Buskirk, Ph.D. Current Position: Vice President of Statistics and Methodology @ Marketing Systems Group Lives in: Saint Louis, MO Focus on: Use of new technologies for data collection Mobile Phone Sampling Dual Frame Designs and Weighting Mobile Analytics and Paradata Collection and Analysis Addicted to: Playing Prince to my little Princesses APPS and iPhones SAS, SUDAAN and R http://www.m-s-g.com/Web/Index.aspx Tennis Boost 101.9 (www.boost1019.com) 2 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Acknowledgements and Thanks! Colleagues at MSG for their assistance and support and for providing thumb drives for participants My Family for their patience as I persisted through course prep JOS Conference Organizing Committee for the Invitation to Present 3 3 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Day Agenda & Goals 1 Background: Nuts and Bolts of our new Mobile Universe Understanding the landscape that is before us to set the stage New types of data available – burden, privacy and availability Framework for Data Collection on Mobile Devices Active versus Passive data collection methods Developing Emerging Best Practices: A blend of old and new Types of Mobile Surveys (and what we know now from the Literature) Free Resources for Mobile Web Surveys Recommendations for Internet/App based survey solutions (Top 14 EBPs) 4 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Day Agenda & Goals 2 Developing Emerging Best Practices: A blend of old and new Recommendations for Internet/App based survey solutions (Top 14 EBPs) Computing – just how do you make these surveys? From Websites to Mobile Web Surveys (Web design methods for Mobile) Overview of “Mobile Versions” for Popular Online Survey Packages Goal: Leave with a solid appreciation of: Potential role of new technologies in data collection; Different ways you can use smartphones to collect survey data Some practical “best practices” for deploying mobile surveys 5 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Reference Note I have included web links as well as QR codes for nearly every data source we will discuss today. Some popular QR code reader APPS for your smartphone include: I-nigma Kaywa Reader BeeTagg The following website allows you to enter your exact mobile provider and provides a recommendation as to the QR code that is optimized for your phone’s camera http://www.mobile-barcodes.com/qr-code-software/ 6 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 6:59 Section 2: Emerging Technology and the Rise of Smarter Cell Phones 7 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 What are Feature Phones? A feature phone is a mobile phone that combines the functions of a PDA and a mobile phone. These models serve as portable media players, web browsers and camera phones. Feature phones generally refer to devices that are more low-end compared to higher- end Smartphones. The most important difference between a feature phone and a Smartphone is the kind of operating system installed in it. 8 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 What is a Smartphone? A Smartphone is a high-end mobile phone that combines the functions of a personal digital assistant (PDA) and a mobile phone. In general, a Smartphone will be based on an operating system that allows it to run applications, use e-mail, and surf the internet. Apple's iPhone runs the iOS BlackBerry Smartphones run the Black -Berry OS Other devices run Google's Android OS, HP's webOS, and Microsoft's Windows Phone. 9 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 For the Visual Learners in the Room – a Summary The Picture Summary! 10 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Smart vs. Feature Phones Worldwide 11 Source:http://www.nielsen.com/us/en/newswire/2013/how-the-mobile-consumer-connects-around-the-globe.html JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Smartphone penetration for US Mobile Subscribers over the past two years “To every thing there is a season, and a time to every purpose under the heaven,” Ecclesiastes 3:1 12 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 What is a Tablet Computer? A tablet personal computer (tablet PC) is a portable personal computer equipped with a touchscreen as a primary input device, and running a modified desktop OS designed to be operated and owned by an individual. Tablet PCs are larger than smartphones. Common form factor dimensions are (height, width, thickness and weight): 5-inch Tablets: 6" x 3.2" x .4" @ .75 lbs. 7-inch Tablets: 7.5" x 5" x .5" @ 1 lbs. 9-inch Tablets: 9.3" x 6" x .5" @ 1.2 lbs. 10-inch Tablets: 9.8" x 7" x .5" @ 1.4 lbs. 13-inch Tablets: 12.5" x 8" x .5" @ 2 lbs. 13 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Devices come in all sizes (and shapes) Screen dimensions are measured in pixels (px) both for height and width. Another measure that combines these to give an overall measure is dots per inch (dpi) 1 megapixel = 1,000,000 pixels. Common widths (in pixels) for various devices: 768 1024 1680 px px px 320 px 14 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Mobile Devices introduced in 2013 15 Source: Millennial Media, 2013: http://www.millennialmedia.com/mobile-intelligence/mobile-mix/ JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Mobile Devices Covering the USA 240 Million Mobile Users (age 13+) in the U.S. 91% of All U.S. Adults have a Cell Phone 156 Million Smartphone Owners in the U.S. (age 13+) 64% of U.S. Adults have a Smartphone 10% of American Adults are Mobile-Only Internet Users; 15-21% among 18-29 YOs 82 Million Tablet Owners in the U.S. 42% of U.S. Adults have a Tablet Sources: comScore (2015) and Pew Research (2015) 16 http://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/2015-US-Digital-Future-in-Focus JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Mobile Devices Covering the World 4.77 Billion People Worldwide Using Mobile Phones 2.03 Billion People Worldwide Using SmartPhones 400 Million People Worldwide Own Tablet Devices 788 million mobile-only internet users by 2015 worldwide (Cisco, 2014) Sources: http://www.emarketer.com/Article/Smartphone-Users-Worldwide-Will-Total-175-Billion-2014/1010536 17 http://www.techvibes.com/blog/tablet-adoption-rate-exceeding-that-of-smartphones-2013-10-15 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Smartphone Users Worldwide: 2012 – 2018 18 Source: emarketer (2014): http://bit.ly/1uWDLtg JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Mobile device penetration continues to rise in the U.S. 19 Source: Comscore, 2014 http://bit.ly/1hh9j8L JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Tablet Penetration in the EU-5 (2012-2018) UK Spain Germany France Italy 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% Share of populationShare 10.0% 0.0% 2012 2013 2014 2015 2016 2017 2018 20 Source: http://www.statista.com/statistics/271001/penetration-rate-of-tablets/ JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Smartphones in the U.S. - They’re almost everywhere! Just over three in four (77%) mobile subscribers in the U.S. owned a smartphone during the most recent three-month period (Oct-Dec 2014), Nielsen, 2015 Android Operating System most popular smartphone OS in US followed by Apple IOS. Source: Nielsen (2015): http://bit.ly/1MDPB4j 21 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 Most Common Smartphone Operating System Per Country Note: These estimates are based on Mobile Web Activity rather than Device Ownership 22 Source: StatCounter: GlobalStats (2015) http://gs.statcounter.com/ JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D. Buskirk, Ph.D. 6/10/15 A different picture for Tablets SOURCE: MILLENNIAL MEDIA’S Q2 2013 MOBILE MIX™ REPORT http://www.millennialmedia.com/mobile-intelligence/mobile-mix/ 23 JOS 30th Anniversary Conference Short Course: Survey Research Using Emerging Technologies Trent D.