Modularized Research Design for a Mobile World

As mobile shopping becomes mainstream – especially in key purchasing categories – the need to reach and include mobile respondents in purchase journey research has become critical. Traditional online and telephone surveys may become increasingly less representative as more and more consumers prefer to take shorter surveys via smartphones.

CMB and Research Now collaborated to modularize a traditional purchasing survey, enabling the researchers to reach mobile shoppers en masse. In this webinar, we will review sampling and weighting best practices and study design considerations as well as what works—and what doesn’t work—to impute and/or to “data-stitch” the resulting data file together for different types of variables to work with a “whole” data set that minimizes error.