The Study On Measurement Difference Of Mobile Internet Survey And Paper-to-pencil Survey

In 2014, the percentage of China’s Internet users who accessed internet by mobile phone rose to 83.4%from 81%in 2013. It was the first time that mobile phone surpassed PC terminal and became the most important channel of internet access. And mobile Internet, as the media via which mobile netizens achieved mobile internet and telecom services, made an increasing difference on every aspect of society. In industries such as market research and consulting, more and more companies began to do mobile survey via terminals such as smartphone and tablet. Whereas, in academia, research and study on the new survey method was still as scarce as morning stars.Under this background, in terms to compare mobile survey and classic paper-to-pencil survey, this paper first presented the definition of mobile intemet and its characters, then gave the definition of mobile internet survey. Whereafter, ways of data collection were indicated, including Wap survey, Email survey and APP survey.Subsequently with quasi-experimental study of static-group comparison, the paper compared the execution and data collected by mobile survey and paper-to-pencil survey. According to the result, on 10 of all 21 consumption attitude questions the score of experimental group was tested to be different from control group. Respondents participated in the survey via mobile tended to be pay more attention on commodity’s appearance and status. By contrast, they careless about the durability of goods and were more likely to make the purchase decision regardless others’opinion. Thus, the two group of data should not be combined simply.In addition, the paper also analyzed survey cost, response rate, data quality and other aspects of mobile internet survey. Finally many challenges for applying mobile internet survey in daily practice still existed. But a promising future of mobile internet survey could be expected.