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Benefits of Mobile Research

Posted by admin on Nov 18, 2014 12:17:12 PM

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Mobile research has reached its culmination due to the introduction of touch screen technology, which has revolutionized the way people use and perceive their mobile devices.  Market researchers are now capable of monitoring mobile browsing trends and behaviors, allowing analysts to conduct questionnaires and surveys using these same devices.  The increased benefits for consumers include a greater extension of the customer’s reach to improve the experience of the respondents.

With faster response times, this means that the opinions of more people can be analyzed and applied to market data and consumer demands.  This information is much more useful if customer insights are gathered during the experience, because it provides indications into what people are thinking while they are considering a specific purchase.

Point of Decision

One thing we have learned from Behavioral Economics is that humans are much less rational than we believe ourselves to be.  Mobile research allows market researchers to get closer to the exact moment we make decisions, or the point of decision.  This provides better information into the decision-making process and explains why people behave in a particular way.  If companies have a better understanding of why people make their decisions, they can tailor their product and services to better meet customer demands. 

On a more fundamental level, it is important to provide surveys during their experience because people forget.  If you ask a consumer to provide feedback from an experience days or even weeks prior, the data collected is hazy and prone to post-purchase rationalizations.  If respondents provide data during the experience, it holds much more truth since it is an instinctual response.

Links Emotions to an Event

Emotions are an excellent predictor of human behavior.  If information is gathered during a consumer experience, the company will receive better clues about the context in which they are received.  The message conveyed when a consumer is under stress is much different than when they have had time to process their thoughts and perceptions.  Knowing what events or interactions precipitate these emotions will allow companies to better design their products and services.  Responses which are conducted after the experience may not be as strong as those received “in the moment”.

When companies have true emotional responses to their product or services, it facilitates more immediate changes and innovations.  When the corporate decision-makers can empathize with the customer and feel their pain or frustration, it will result in immediate reaction.  It will better inform “the people in charge” of what needs to be changed and cause a stronger emotional response from the company so they will do something about it.  Mobile research provides customer proof to help drive a customer-centric change rather than relying on the speculation of analysts.

Speed

The strongest argument for mobile research is the speed at which it can be conducted.  If trends continue along their current path, mobile devices will soon become the primary means to browse the internet.  While it is true that certain demographics are more heavily represented among mobile users, this is quickly changing to include a vast majority of the American population.  Mobile research allows a greater number of people to be reached in a much shorter time span since nearly every consumer will have some type of mobile device.  Marketers and researchers are now able to access consumers via their preferred mode of communication.  This provides a convenient and personalized means to collect data, which greatly increases the response rate.

With increased response rates, companies have a broader perspective of what their customers want.  Having tangible insights into the consumer psyche facilitates a faster corporate response and a more agile market approach.  To put it simply, if companies understand what the customers want when they want it, they are going to get a faster response due to mobile research.  It has streamlined the process of gathering qualitative and quantitative data and eliminated the need for the middle man.

Topics: emotions, mfour, mobile research, mobile surveys, speed, technology, MFour Blog, point of decision, demographics

2014 PACE/USC Rossier Poll

Posted by admin on Jun 26, 2014 10:11:32 AM

View the results of the PACE/USC Rossier Poll: Crosstabs Topline

Poll: Calif. voters reject tenure, layoff rules for public school teachers

PACE/USC Rossier Poll also shows voters have soured on Common Core despite increased awareness

**EMBARGOED UNTIL 10 a.m. PT on Thursday, June 26**

Contact: Merrill Balassone at (213) 509-7805 or balasson@usc.edu

LOS ANGELES – June 26, 2014 – A strong majority of California voters oppose the state’s tenure and layoff policies for public school teachers, according to a new poll released just days after the landmark Vergara court case invalidated both statutes as unconstitutional.

The PACE/USC Rossier School of Education Poll shows two-thirds of voters (68%) agree that the state should do away with “Last in, First Out,” a policy that requires the newest K-12 teachers be laid off first, regardless of merit. Just 17 percent said California should continue to conduct teacher layoffs in order of seniority, according to the poll.

California voters also largely opposed the state’s tenure laws for public school teachers, according to the poll. Six in 10 California voters said teachers should not continue to receive tenure, as it makes firing bad teachers difficult. Twenty-five percent of voters said the state should keep tenure for public school teachers to provide them job protections and the freedom to teach potentially controversial topics without fear of reprisals.

When asked specifically about the timeline to tenure – which can be awarded after as little as 18 months in the classroom – 38 percent said two years is too soon to award tenure, and 35 percent said public school teachers shouldn’t receive tenure at all, the poll showed. Seventeen percent of voters said two years was the “right amount of time” to earn tenure, and 4 percent said two years was too long, according to the poll.

“The majority of California voters polled have expressed views that are consistent with Judge Treu’s recent decision in Vergara,” said Julie Marsh, associate professor at the USC Rossier School. “These views may give pause to those appealing the decision.”

On June 10, Los Angeles County Superior Court Judge Rolf M. Treu presiding over Vergara v. California struck down both teacher tenure and “Last in, First Out” laws, among others, on the grounds they deprive students of their right to an adequate education.

The PACE/USC Rossier Poll showed that 42 percent of voters had heard or read about the Vergaradecision, with 58 percent saying they had not heard or read much or any at all about the decision.

Among those with knowledge of the Vergara decision, 62 percent said they agreed with the judge that teacher tenure rules violate the state constitution. Twenty-three percent disagreed and 15 percent said they didn’t know.

When asked about California’s teachers unions, 49 percent of voters said they have a “somewhat or very negative” impact on the quality of K-12 education, with 31 percent saying unions have a “somewhat or very positive” impact.

Voters more familiar with Common Core, but they don’t like it

Nearly half of voters – 47 percent – say they are familiar with Common Core State Standards. That’s up from 2013 when the PACE/USC Rossier Poll showed just 29 percent of voters knew anything about Common Core.

But the most recent results of the PACE/USC Rossier Poll show that 44 percent of voters have a negative impression of the new standards, as compared to 38 percent who say they hold a positive impression.

When asked to choose between two statements, 41 percent of voters said California should not implement the Common Core State Standards because they represent a “Washington D.C.-based, one-size-fits-all approach” to education. Thirty-two percent of voters said California is right to implement the standards because they provide a “clear, consistent understanding of what students are expected to learn.”

In the 2013 PACE/USC Rossier Poll, 36 percent of voters said California should implement the Common Core, with 25 percent opposed to its “one-size-fits-all approach.”

The most recent poll showed support for Common Core also varied widely by age and along party lines. Among Democrats, 46 percent had a positive impression of Common Core, as compared to 34 percent who had a negative impression. Among Republicans, 56 percent of voters had a negative impression and 30 percent had a positive impression.

Those aged 65 and older felt most negatively about the Common Core, with 51 percent having a negative impression of Common Core and 36 percent saying they have a positive impression.

“In a strongly Democratic state that has seen relatively few implementation issues, this points to a real messaging problem for advocates of the Common Core,” said Morgan Polikoff, assistant professor of education at the USC Rossier School and an expert on Common Core curriculum.

State’s public schools earn middling grades, but there are bright spots

The PACE/USC Rossier Poll also showed Californians continue to rate the state’s education system as being in poor shape.

The largest percentage of Californians (38%) gave their state’s schools a grade of “C,” and 43 percent of voters graded them a “D” or “F.” Twenty-six percent of voters gave their local public schools a “D” or “F” rating.

Nearly half of voters (48%) said the state’s schools have gotten worse in recent years, while 33 percent said they stayed the same and 11 percent said they’ve gotten better. Asked about their local schools, however, 35 percent said they’d stayed the same, 34 percent said they’d gotten worse and 21 percent said they’d gotten better.

But Californians were more optimistic when asked to rank the state’s public schools on specific measures of performance, on a scale of 0 (worst) to 10 (best).

Respondents gave the best mean score – a 6.2 – to the question of how the state’s schools teach students the basics: reading, writing and math, up from a rating of 5.1 when the question was asked in 2013.

The next highest marks came for offering career-technical education as an alternative to four-year university (5.9); preparing students for a four-year university (5.9); and providing parents with a choice of public schools (5.8). Rankings jumped in all categories over the 2013 results from the PACE/USC Rossier Poll.

“There is considerable evidence that public dispositions are more favorable toward public schools than they have been in the last couple of years,” said David N. Plank, executive director of PACE.  “The share of voters who say their local schools have gotten better has increased significantly, and their assessment of the schools’ performance in specific areas has improved across the board.”

When asked about the November election for state superintendent of public instruction, 27 percent said they would vote for incumbent Tom Torlakson, 16 percent chose charter school executive Marshall Tuck, and 57 percent said they couldn’t say.

After watching campaign ads for both candidates, however, 38 percent said they would vote for Torlakson and 36 percent would vote for Tuck.

“Right now, voters don’t have much familiarity with either candidate, and the commercials shown in this poll go a long way in giving voters a look at who those guys are and what they are about,” said Jeff Harrelson, a partner with Republican polling firm MFour Mobile Research, who conducted this poll with Democratic polling firm Tulchin Research. “This tells us that if both candidates are equally adept at getting their message to voters, this could be a very close race.”

The PACE/USC Rossier School of Education Poll was conducted June 19-22, 2014 by polling firms MFour Mobile Research and Tulchin Research and surveyed 1,005 registered California voters. The poll was conducted online and allowed respondents to complete the survey on a desktop or laptop computer, tablet or smartphone. The poll was conducted in English and Spanish. The margin of error for the overall sample was +/- 3.5 percentage points.

The poll is the fourth in a series from Policy Analysis for California Education (PACE) and the USC Rossier School of Education.

View the results of the PACE/USC Rossier Poll: Crosstabs Topline

About the USC Rossier School of Education
The mission of the USC Rossier School of Education (ross-EAR) is to improve learning in urban education locally, nationally and globally. USC Rossier leads the way in innovative, collaborative solutions to improve education outcomes. Their work is field-based, in the classroom, and online, and reflects a diversity of perspectives and experiences. USC Rossier prides itself on innovation in all its programs, preparing teachers, administrators, and educational leaders who are change agents. The school supports the most forward-thinking scholars and researchers, whose work is having direct impact on student success in K-12 schools and higher education. USC Rossier is a leader in using cutting-edge technology to scale up its quality programs for maximum impact.

About Policy Analysis for California Education (PACE)
Policy Analysis for California Education (PACE) is an independent, non-partisan research center based at Stanford University, the University of California – Berkeley and the University of Southern California. PACE seeks to define and sustain a long-term strategy for comprehensive policy reform and continuous improvement in performance at all levels of California’s education system, from early childhood to post-secondary education and training. PACE bridges the gap between research and policy, working with scholars from California’s leading universities and with state and local policymakers to increase the impact of academic research on educational policy in California.

Topics: MFour Blog

Mobile Survey Trends in 2014

Posted by admin on Apr 1, 2014 3:04:01 PM

Mobile devices have become more and more prevalent in today’s society. The majority of Americans stay connected in some form, whether it’s access to email on the go or posting a status update on a social media platform. With the growing trend of mobile devices, businesses across the nation are switching to different forms of mobile advertising and surveying. This allows businesses to reach potential customers wherever they are.

What is a Mobile Survey?
In the past, a traditional survey has been a tool for businesses and individuals to collect feedback and data. A mobile survey has the same purpose, but rather than being a survey conducted with pen and paper, this survey is done on a mobile device. Mobile surveys can cover any topic related to the business’ field, asking questions concerning consumer behavior and feelings.

Benefits of Mobile Surveys
Because mobile surveys can be done on the go, these surveys are a valuable tool that can help businesses understand the minds and behaviors of their consumers. A mobile survey can help a business understand what type of product or service the customers prefer and what influences their decision when purchasing said product. This allows the business to change marketing strategies and product placement to better meet the needs of the customers, effectively increasing sales.

In addition to benefits concerning buying behavior, mobile surveys can be used to collect feedback regarding a customer’s experience. A negative experience can cause a business to lose customers while a positive experience can increase customer purchases and profit. Knowing what type of experience a customer had can allow the business to make appropriate changes.

Topics: MFour Blog

Represent US Topline Final

Posted by admin on Dec 14, 2013 9:48:11 AM

Represent.Us.TOPLINE.FINAL PDF Download

Topics: MFour Blog

Represent US Mediare Release

Posted by admin on Dec 13, 2013 9:44:45 AM

representus.mediarelease.FINAL PDF Download

Topics: MFour Blog

MFour National Voter Poll: Anti-corruption Attitudes “Off the Charts”

Posted by admin on Dec 13, 2013 9:38:28 AM

New Poll by MFour client Represent.us shows strong voter attitudes toward money and politics

MSNBC has the coverage here. http://www.msnbc.com/msnbc/fighting-corruption-polls-the-charts
Here is our memo to the client: representus.mediarelease.FINAL
Here is the topline data. Represent.Us.TOPLINE.FINAL
Contact Jeff Harrelson for questions or cross tab data. jharrelson@mfour.com

Topics: News

Surveys On The Go Receives 5-stars in Apple Store

Posted by admin on Nov 6, 2013 11:10:18 AM

Download the App here.

Topics: News

Influencer Surveys,” Gauging those who Engage the Rest of Us

Posted by admin on Oct 13, 2013 11:03:56 AM

Here’s an interesting statistic. Of the nearly 2,000 Surveys On The Go app downloads and smartphone accounts created on our platform every single day, more than 40% of them are making the choice to log-in via Facebook.

That fact is giving market researchers the opportunity to gauge the opinions of the most active and engaged social media respondents in the US today.

How many Facebook friends do you have? Do you have more than 1,000? Well, because our respondents allow us to view their profiles including friends, we can target the most active and popular “Facebookers” out there and get to the most influential respondents on the web today.

“Non-Buyer,” Studies. Why didn’t Consumers Buy?

In a recent GPS location study we conducted, more than half of the 1,000 respondents leaving a popular retail-clothing store after spending more than 15 minutes in the store didn’t buy the item that they went in for. Why? We can’t tell you…but we certainly gave our client the answer.

GPS and our patent pending technology allows us to target shoppers as they enter a location, as they leave a location and anytime in between. And for the first time in history, it is giving researchers the ability to accurately gauge the opinions of buyers and non-buyers alike.

“Competitive Shopping” Studies – How Do I Stack up to the Competition?

Understanding your competition is every bit as important as understanding yourselves. Last month we wrapped us a competitive study comparing experiences of 2,000 fast food shoppers at three different chains – in location – and in less than two days.

Call us to talk about your needs and ways to design your next mobile study. Please contact us at 714.754.1234 or sales@mfour.com.

Topics: MFour Blog

MFour Mobile Research Launches New Product Website

Posted by admin on Aug 21, 2013 11:04:54 AM

(PRLEAP.COM) Costa Mesa, CA – MFour Mobile Research, an app based research developer for a large number of companies, is very proud to announce the opening of its new website and the reveal of its brand new logo. These are goals that the geonotification company has been working on for quite a while, and they have offered an impressive number of mobile surveys to see how people like it before the launch.

This announcement comes as a pleasant surprise for users of the popular Surveys on the Go application, available on the Droid and Apple smartphone app stores. The new logo and website just highlight MFour Mobile Research’s drive for great products and services that work seamlessly on mobile devices. In fact, everything MFour Mobile Research designs is made with mobile in mind, and only mobile in mind.

These products range in what they do, but they are all helpful. The difference a mobile questionnaire can make for a company is astounding. According to a spokesperson for MFour Mobile Research, “Our success is measured by the success of mobile market research, and although we understand that ultimately you are our client, we’d prefer to think of ourselves as a partner in your next study.” For insightful and actionable mobile market research, Look to MFour Mobile Research for the best mobile panel technology on the market.

About MFour Mobile Research
For a number of years, MFour Mobile Research has been defining the mobile market through innovative mobile marketing research and GPS solutions. MFour Mobile Research has solved problems and answered questions for more people than any other native application in the mobile research market, and mobile market research is very important for most companies today. When looking for a mobile panel company, MFour Mobile Research is the best choice for quick solutions that work. For more detail please visit, http://mfour.com/.

Contact Us
MFour Mobile Research
714-754-1234

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