Why Digivey and Touch Screen Technology for Marketing Research?
The simplicity and directness of touch screen technology is ideal for the data collection process of marketing research applications. Reaching out and touching is natural, tempting and intuitive to everyone. Studies have shown that because of this spontaneity, respondents from all walks of life prefer the touch screen data collection methodology over paper and pen, and phone. Touch screen technology is also highly suitable for the self-administered data gathering concept. The respondents touch the answer choices at their own pace without the help of an interviewer. Confidentiality and Anonymity. The respondents may remain anonymous or select to identify themselves at their discretion. Touch screen surveys are the only data collection methodology where the survey system does not require any type of respondent identification and leaves it at the discretion of the respondent or the study design if identification is desired. Data is collected where the action is – at the point-of-sale, poi
