Assessing mobile-based online surveys: methodological considerations and pilot study in an advertising context

Article Abstract:

A mobile-based online survey method was evaluated by conducting a pilot studyt. The study focuses on important issues related to online survey methodology, such as target respondents, cost, questionnaire format, response rate and the quality of data. The need for future research was suggested to improve the mobile-based online survey method.

Japan, Usage, Internet, Influence, Surveys, Surveys (Studies), Mobile marketing, Report

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How to use advertising to build brands: in search of the philosopher's stone

Article Abstract:

Ways by which advertising can be used in brand building are analyzed. Implications of these methods, on advertising research are also discussed.

Analysis, Advertising, Advertising research, Brand image

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Energy: igniting brands to drive enterprise value

Article Abstract:

The effects of energized brand strength on consumer loyalty, using dynamic stock modeling, are analyzed.

United States, Science & research, Research, Customer loyalty, Brand equity

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