The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers

17 Research-on-Research

INTRODUCTION

Research-on-research, often referred to as RoR, refers to research about the research process, conducted by research vendors and/or research users. RoR can be similar to, or overlap with, academic research.

This chapter highlights a number of RoR studies that help illustrate aspects of mobile market research. The studies in this chapter are referred to in other sections of the book and inform recommendations made in the book. The authors extend their thanks to the organizations that have made these studies available.

The notes about each study in this chapter are in a very short format. A fuller commentary on each of these studies, plus a number of additional studies, is available via the accompanying online site www.handbookofmobilemarketresearch.com. The studies below are grouped by fieldwork date.

2010

Does Adding One More Question Impact Survey Completion Rate? (Chudoba 2010)

Meta-analysis of 100 000 online surveys conducted on the SurveyMonkey platform 2009 and 2010, looking at 2000 single question surveys, 2000 two question surveys, 2000 three question surveys, and so on up to 2000 50 question surveys.

This study confirmed that longer surveys lead to more dropouts. The paper highlights that from 1 to 15 questions the growth in dropouts is relatively steep. From 16 to 35 questions the increase in the dropout rate slows, and above 30 questions there is relatively little additional increase in dropouts.

2011

Differences Between ...