evolaris evaluates a mobile marketing campaign for the GVB
In May 2007, evolaris conducted comprehensive market research for the Graz municipal public transport system (GVB). The aim of this study was to evaluate GVB's mobile marketing campaign. A telephone survey (CATI) was conducted among a sample of n=501 GVB customers about their satisfaction with the campaign. In addition, evolaris questioned n=96 participants of the mobile GVB campaign, using on-line questionnaires sent to their mobile phones. Apart from the very positive results for the GVB (its campaign was very well received by its customers), the method comparison carried out between telephone interviews and Internet questionnaires completed via mobile phones resulted in some important findings for the further development of evolaris's mobile survey application. There were only slight differences in the results between these two methods and this constitutes a strong argument in favour of the suitability of mobile market research for the evaluation of mobile marketing campaigns, especially as it has decisive advantages over telephone surveys with regard to response speed and the context sensitivity of responses without a media break.