Comparison of Instantaneous Mobile Time Use Data Collection Methods to Traditional Time Diary Methods
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1 Comparison of Instantaneous Mobile Time Use Data Collection Methods to Traditional Time Diary Methods Pat Graham Chief Solution Strategist GfK CRNA Curtiss L. Cobb III Director of Survey Methodology Group GfK CRNA American Association of Public Opinion Research May Boston, MA GfK 2012 Title of presentation DD. Month
2 Outline 1. Purposefully Mobile Research 2. Complications with Traditional Time Diaries 3. Comparison Study: Online Video Streaming 4. Methodology 5. Results Consent Rate Cooperation Rate Rates of Watching Streaming Media Reports of Secondary Activities Reports of Additional Watchers 6. Mini-Experiment: Single vs. Double Reminder for Mobile 7. Conclusions GfK 2012 Title of presentation DD. Month
3 Purposefully Mobile Research New Methods, Opportunities and Challenges New insights New information Challenge: how to gather more in as close to real time as possible Engage participants in new ways, using an array of technology to make information requests be they surveys or other 'tell-me' inquiries Use of passive mobile digital monitoring capabilities GfK 2012 Title of presentation DD. Month
4 Purposefully Mobile Research New Methods, Opportunities and Challenges Our Focus: Capture insights closer to the moment when they occur and, among some demos and geos, capturing the insight at all! Traditional Research Mobile Research By past week, By past day, Past month, Past hour, Past year. Past moment, Passive. GfK 2012 Title of presentation DD. Month
5 Purposefully Mobile Research New Methods, Opportunities and Challenges Respond to SP or MP questions Provide a text response Take and submit a picture GfK 2012 Title of presentation DD. Month
6 Purposefully Mobile Research New Methods, Opportunities and Challenges Record a video Record a vocal response View and rate Rate using sliding scales GfK 2012 Title of presentation DD. Month
7 Purposefully Mobile Research New Methods, Opportunities and Challenges 3 major opportunities and one focus for today Mobile CAPI Mobile Diary Mobile Panel Interviews at the point of experience When recall may not be enough Mobile Diaries and Digital Ethnographies Self complete on individuals own devices (Smartphone's or tablets) GfK 2012 Title of presentation DD. Month
8 Complications with Traditional Time Diaries Time diary research is a well-established methodology to study different dimensions of time use activities, locations and social settings in a temporal context. It s strengths include: Ability to use large representative samples Easy to understand and implement Less obtrusive than direct observation However, there are a number of weaknesses with traditional time diaries that may be overcome by instantaneous measurements: Low response rates Inaccurate or inadequate recall Post-hoc re-evaluations Subjective assessments Under-reporting of important information Simultaneous activities Additional participants GfK 2012 Title of presentation DD. Month
9 Our Study: Comparison of Online Video Streaming Activities GfK 2012 Title of presentation DD. Month
10 Comparison Study: Online Video Streaming Study 1: Traditional Online Time Diary 7-day diary with daily surveys asking about all of the previous day s streaming activities. Each survey was open for a single day. invitations were sent out each day. Field period: April Study 2: Mobile Instantaneous Time Diary 5-day diary with 4 short surveys spread across each day. Each survey asks about the previous 2-hour period of activity. Each survey was open for a 2-hour window. Respondents did have the opportunity to self-report activity at other times throughout the day. Reminder notification ping sent after 15 minutes if no response. Field period: April Compare the same respondents on the same activities one week apart. GfK 2012 Title of presentation DD. Month
11 60,000+ members Probability-based ABS recruitment Recruitment takes place throughout the year Representative of U.S. adults Includes: Adults with no Internet access (22% of adults) KP provides netbook and free ISP Cell phone only (30% of adults and growing) Spanish-language Extensive profile data maintained on each member demographics, attitudes, behaviors, health, media usage, etc. Samples from the panel are assigned to projects invitations and a link to the online survey questionnaire GfK 2012 Title of presentation DD. Month
12 Initial Results GfK 2012 Title of presentation DD. Month
13 Results: Consent to Participate Consent to participate is remarkably high among qualified KnowledgePanelists for both the traditional online diary and the mobile instantaneous diary. 95% 81% Traditional Mobile GfK 2012 Title of presentation DD. Month
14 Results: Cooperation Rates Traditional previous day time diary yields a higher cooperation rate than the mobile instantaneous diary. An additional reminder alarm did not increase cooperation for the mobile diary. 93% Overall Cooperate Rate 72% 73% 70% Traditional Mobile (Total) Mobile (1R) Mobile (2R) GfK 2012 Title of presentation DD. Month
15 Results: Cooperation Rates Mobile experiences a decline in daily cooperation, while the traditional time diary remains constant. Daily Cooperation Rate 80% 75% 74% 73% 76% 76% 70% 60% 50% 60% 54% Weekend Traditional Mobile Mobile 1R 40% 47% 46% 47% Mobile 2R 30% Weekend 20% 10% 0% Day 1 Day 2 Day 3 Day 4 Day 5 GfK 2012 Title of presentation DD. Month
16 Deeper Dive: Friday and Saturday Evening Prime Time Viewing GfK 2012 Title of presentation DD. Month
17 Results: Reporting Watching on Day Respondents are more likely to report watching a streaming video when using a mobile instantaneous time diary than a traditional previous day diary. 33% 26% 20% 21% 21% 31% 29% 33% Traditional Mobile (Total) Mobile (1R) Mobile (2R) Friday Night Saturday Night GfK 2012 Title of presentation DD. Month
18 Results: Time Spent Watching Both traditional and mobile yield statistically similar distribution of time estimates of viewing when comparing observations Traditional Mobile Hour Hours or More GfK 2012 Title of presentation DD. Month
19 Results: Watching Context The mobile diary resulted in statistically more reporting of simultaneous activities than the traditional diary. There is no statistical difference in reporting watching with others or in other locations. 37% 53% 49% 37% 33% 57% 43% 40% Traditional Mobile 3% 0% 5% 0% Simultaneous Activities Watching with Others Friday Night Watching Away from Home Simultaneous Activities Watching with Others Saturday Night Watching Away from Home GfK 2012 Title of presentation DD. Month
20 Conclusions Consent Rate Overall Cooperation Rate Continuous Daily Cooperation Daily Streaming Watchers Time Spent Watching Simultaneous Activities Watching with Others Watching Away from Home Traditional vs. Mobile Traditional Traditional Traditional Mobile No Difference Mobile No Difference No Difference While traditional previous day time diaries yield more cooperation, more watchers and contextual information is gathered using mobile instantaneous time diaries. GfK 2012 Title of presentation DD. Month
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