Handbook of Mobile Market Research : Tools and Techniques for Market Researchers by Ray Poynter, Sue York and Navin Williams (2014, Hardcover)

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THE HANDBOOK OF MOBILE MARKET RESEARCH: TOOLS AND TECHNIQUES FOR MARKET RESEARCHERS By Ray Poynter & Navin Williams & Sue York - Hardcover **BRAND NEW**.

About this product

Product Identifiers

PublisherWiley & Sons, Incorporated, John
ISBN-101118935624
ISBN-139781118935620
eBay Product ID (ePID)201751398

Product Key Features

Book TitleHandbook of Mobile Market Research : Tools and Techniques for Market Researchers
Number of Pages312 Pages
LanguageEnglish
TopicMobile & Wireless Communications, Marketing / Research
Publication Year2014
IllustratorYes
GenreTechnology & Engineering, Business & Economics
AuthorRay Poynter, Sue York, Navin Williams
FormatHardcover

Dimensions

Item Height1.1 in
Item Weight24.1 Oz
Item Length9.6 in
Item Width6.8 in

Additional Product Features

Intended AudienceTrade
LCCN2014-022436
TitleLeadingThe
Dewey Edition23
Dewey Decimal658.8/3
Table Of ContentForeword 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
SynopsisThe premier guide to mobile market research The Handbook of Mobile Market Research is the first guide to focus exclusively on the use of mobile technology in market research., The premier guide to mobile market research The Handbook of Mobile Market Research is the first guide to focus exclusively on the use of mobile technology in market research. From a global perspective, more people own mobile phones than landlines or computers, and most people have their mobile phones with them at all times--along with their tablets, smartwatches, media players, and navigation devices. The continuous surge of mobile innovation provides unprecedented access to real-time consumer behaviour. Mobile market research allows users to reach more people, engage more people, and collect more valuable data as respondents are free to engage at their own pace, on their own time. Industry forerunners Ray Poynter, Navin Williams, and Sue York employ decades of study to examine the present and future state of mobile market research, as well as the advantages and disadvantages of various approaches. This book contains clear, comprehensive knowledge for those who implement, utilise, and study the field. Readers will learn: The characteristics, scope, and importance of mobile market research Purposes and effects of principal tools like brand tracking, ad testing, customer satisfaction research, and research technology How mobile devices are used for qualitative and quantitative research by way of online focus groups, online discussions, mobile diaries, mobile ethnographies, and mobile surveys Aspects and implications of mobile computer interviews, mobile phone interviews, mixed-mode research, international mobile research, and research using passive data, panels, lists, and communities The significance of the mobile ecosystem, market research ethics, and research on research Designed to be accessible and helpful for beginners and advanced users alike, The Handbook of Mobile Market Research is an extensive guide to one of the most promising, dynamic methods of data collection., 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 "dont 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
LC Classification NumberHF5415.2.P659 2014

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