mobile research

Mobile & Online Qualitative Research: The Good, the Bad, & the Ugly

Data quality matters. Regardless of the research method or approach, our ability to say anything meaningful about our research outcomes hinges on the integrity of the data. The greater care the researcher takes to ensure the basic ingredients of “good” research design, the more confident the researcher and importantly the user of the research will be in the recommendations drawn from the research and its ultimate usefulness.

This focus on data quality applies to all research. And although it is most often a topic of discussion among survey researchers, data quality considerations are increasingly (I hope!) a discussion among qualitative researchers as well. Indeed, the underlying validity of our qualitative data is an important consideration regardless of the researcher’s paradigm orientation or the qualitative method, including the more recent methodological options – that is, mobile and online qualitative research.

Mobile and online technology – in particular, tech solutions that combine observation with a multimethod/mode approach – offer qualitative researchers new ways to investigate a variety of situations that give them a closer understanding of participants’ lived experiences as never before possible. Three such situations are: Read Full Text

Seeing Without Knowing: Potential Bias in Mobile Research

Mobile research – specifically, research by way of smartphone technology – has become a widely used and accepted design option for conducting qualitative and survey research.  The advantages of the mobile mode are many, not the least of which thought-bubbleare: the high incidence of smartphone ownership in the U.S. (more than 60% in 2015), the ubiquitous influence smartphones have on our lives, the dependence people have on their smartphones as their go-to channel for communicating and socializing, and the features of the smartphone that offer a variety of response formats (e.g., text, video, image) and location-specific (e.g., geo-targeting, geo-fencing) capabilities.

From a research design perspective, there are also several limitations to the mobile mode, including: the small screen of the smartphone (making the design of standard scale and matrix questionnaire items – as well as the user experience overall – problematic), the relatively short attention span of the respondent or participant precipitated by frequent interruptions, the potential for errors due to the touch screen technology, and connectivity issues.

Another important yet often overlooked concern with mobile research is the potential for bias associated with the smartphone response format and location features mentioned earlier.  Researchers have been quick to embrace the ability to capture video and photographs as well as location information yet they have not universally exercised caution when integrating these features into their research designs.  For example, a recent webinar in which a qualitative researcher presented the virtues of mobile qualitative research – esp., for documenting in-the-moment experiences – espoused the advantages of Read Full Text

The Relative Value of Modes

The cadre of modes available to researchers as they design their studies has grown hugely over the past decade. When researchers once had few choices – relying on face-to-face, landline phone, and mail – they now need to think carefully as they sift through an increasing number of options. In addition to the old standbys, other viable, and often preferable, modes must be considered, including mobile phone, online (without webcam use), and online (with webcam use).

Relative value of modes

  • Natural” characteristics, i.e., its ability to foster a natural, social conversation environment.
  • The ability to share content, e.g., photos, video, documents.
  • Rapport building, i.e., its ability to foster researcher-participant rapport.
  • The ability to identify cues – verbal and non-verbal – that provide insights beyond direct responses.
  • Coverage, i.e., the breadth and depth of geography and the population segment the mode can reach.
  • Cost, i.e., the total cost of the study attributable to the mode.

There are, of course, other considerations – such as, convenience, depth of response, and so on – but the six listed are certainly important.

Using these considerations, it can be helpful to visualize the relative value Read Full Text