Mobile location based research
Cross cultural examination of coffee culture

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Author(s): Monique Morden, Chris Ferneyhough, Andrew Grenville
Collection: Online Research 2010
Keywords: Mobile /Cell Phone Research

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Mobile Internet access, a fast-growing alternative to Internet access on desktop or laptop computers, is highlighted in this study involving on-site mobile data collection. Participants were required to upload a photo of their location, requiring technical aptitude and ability that is currently not ubiquitous. However, the photos alongside survey data takes us closer to fully examining a purchase and consumption experience without interviewer intrusion. The data collected provided insight into differences in coffee consumption across different countries and cultures, but more importantly shed light on research considerations for location-based research on mobile devices. A list of best practices to assist with this endeavour have been compiled.

Date of publication: 19.10.2010
ISBN: 92-831-0245-2
Order Code: 56362_15
Number of pages: 11

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