Mobile customer integration: A smartphone application prototype for conducting mobile conjoint studies
ISBN
978-1-4577-0497-0
Type
conference paper
Date Issued
2011-06-20
Author(s)
Research Team
iw6-init
Abstract
Rapid technological advancements and widespread adoption of smartphones in recent years provide companies with new opportunities for integrating customers in innovation processes. In this paper we present a prototype of a smartphone application that can be used by marketing researchers to conduct mobile conjoint studies. Compared to traditional approaches, our prototype allows conjoint studies to be carried out in a shorter timeframe with a large number of distributed respondents. After a brief introduction to customer integration and smartphones, we describe the conjoint analysis method and its most common form: the full-profile approach. We then propose a system architecture that enables conjoint studies to be carried out in a mobile setting using a smartphone application. Based on the conjoint analysis method and the proposed system architecture, we derive a set of requirements for our smartphone application prototype, describe its architecture and provide a short tour of the user interface. We conclude the article with a discussion of the potentials and limitations of the prototype and highlight further research efforts in the field of mobile customer integration.
Language
English
Keywords
conjoint analysis; full-profile approach; mobile customer integration; innovation management; prototype
CCC
HSG Classification
not classified
Refereed
Yes
Publisher
IEEE Xplore
Event Title
10th International Conference on Mobile Business (ICMB)
Event Location
Como
Event Date
20.-21.06.2011
Subject(s)
Division(s)
Eprints ID
220188
File(s)![Thumbnail Image]()
Name
JML_289.pdf
Size
1.74 MB
Format
Adobe PDF
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