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The Handbook of Mobile Market Research. Tools and Techniques for Market Researchers

  • ID: 2866210
  • Book
  • August 2014
  • 312 Pages
  • John Wiley and Sons Ltd
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The pioneering book on the use of mobile technology in market research

′Wow Ray Poynter and the team have done it again! Without a doubt, mobile has changed the relationship between brands and customers and this is changing how market and social research will need to be conducted and delivered. The Handbook of Mobile Market Research is both timely and an invaluable resource for marketers and researchers of all ages and experiences. A practical guide that does not get bogged down in technology speak, but focuses more on how to get things done and addresses the tough but important topics such as ethics, incentives and the challenges of "in the moment". It will become an essential reference guide with practical tips and tricks for success (my favorite tip is "don′t collect more data than can be analyzed with the resources available!").′

Peter Harris, EVP & Managing Director, Vision Critical Asia Pacific

′Poynter, Williams, and York have created an incomparable primer; truly the first of its kind, for the use of mobile technologies in the practice of market research. The Handbook of Mobile Market Research provides a deep–dive into mobile as an emerging marketing measurement and data collection platform, while also providing a holistic view of current and future opportunities for marketers as mobile and cross platform research methods continue to evolve.′

Kristin Luck, President and CMO, Decipher

′In this book Ray, Sue, and Navin lift the lid on mobile marketing research to comprehensively reveal how the various components work and fit together. This is an essential read for any researcher contemplating or already undertaking mobile data collection.′

Guy Rolfe, Head Mobile Practice, Global Operations, Kantar

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Foreword ix

Introduction xi

PART 1 Mobile Market Research 1

1 Overview of Mobile Market Research 3

2 Mobile Research in Action 16

3 The Technology of Mobile Market Research 32

PART 2 Qualitative and Quantitative Research 53

4 Mobile Qualitative Research 55

5 Mobile Forums and Online Focus Groups 70

6 Mobile Diaries and Ethnography 83

7 Mobile Quantitative Research 103

8 Designing and Conducting Mobile Surveys 120

PART 3 The Methods and Applications of Mobile Market Research 147

9 mCAPI Mobile Computer Aided Personal Interviewing 149

10 mCATI Mobile Telephone Interviewing 160

11 Mixed–Mode Research 171

12 Utilizing Passive Data 180

13 Panels, Lists, and Communities 192

14 International Mobile Research 206

PART 4 Researching the Mobile Ecosystem, Ethics, and the Future 223

15 Researching the Mobile Ecosystem 225

16 Ethics, Laws, and Guidelines 237

17 Research–on–Research 246

18 The Evolving Picture 252

Glossary 271

References 279

About the Authors 283

A Note of Thanks 285

Index 000

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Ray Poynter
Navin Williams
Sue York
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