IDEAS home Printed from https://ideas.repec.org/a/aza/ama000/y2016v2i4p322-328.html
   My bibliography  Save this article

Using mobile interviews to conduct product evaluations

Author

Listed:
  • Cape, Pete

Abstract

Innovation may not necessarily be about doing something new. Often it is a case of simply doing something better, perhaps using new technology. This paper discusses the nature of innovation in market research before outlining a new approach to conducting product evaluations, both shelf tests and in-home usage tests. Simply by asking participants to take the survey using their mobile phones changes the location of the test to better match the real consumption occasion and by asking participants to undertake a shopping mission, one makes the shelf test real. Moving closer to reality is, in the opinion of this author, a means to obtaining better data.

Suggested Citation

  • Cape, Pete, 2016. "Using mobile interviews to conduct product evaluations," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 2(4), pages 322-328, November.
    • Handle: RePEc:aza:ama000:y:2016:v:2:i:4:p:322-328
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/4276/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/4276/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    shelf test; product test; mobile interviewing; innovation; video; in-the-moment;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:ama000:y:2016:v:2:i:4:p:322-328. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.