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The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers [Englisch] [Gebundene Ausgabe]

Ray Poynter , Navin Williams , Sue York

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Kurzbeschreibung

29. August 2014
The first book on the market that focuses on the area of mobile research
 
More people have mobile phones than have computers or land lines and for several years researchers have understood that data collection needs to become mobile. Up until now, there were no systems available to do so, fuelled by incompatibilities between systems, lack of suitable systems, lack of understanding in terms of how to use mobile and too many organizations trying to put old fashioned surveys into the mobile world without confronting the changes that need to be made, e.g. shorter surveys.
However, mobile research is finally beginning to take-off and it is doing so on multiple fronts. The Handbook of Mobile Market Research leads the way by offering a range of practical tools and techniques market researchers can use.
 
* New approaches to qualitative research, where participants use their smartphones to collect ethnographic-type data, of their own lives and of the lives around them
 
* Broadens the term 'mobile' to include tablet devices, creating a range of new possibilities for mobile research
 
* Practical tools and techniques to meet the needs of beginners, practitioners or advanced users.

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'The whole point of market research is to understand consumer behaviour and decision making. In the early days of the industry there was very limited science or technology available to support researchers and their clients in this quest - but we made the best of what there was, and developed pragmatic approaches, based on the thinking of the time.
 
Now, with hugely improved science and technology available, how do responsible researchers and decision makers decide how and when to use new approaches like mobile? How do you separate the real from the hype, the wheat from the chaff? We all need to be able to make good decisions about our research methodologies, not be drawn into having to test every new fashion for ourselves.
 
The Handbook of Mobile Market Research cuts through this dilemma by presenting current thinking clearly, comprehensively, and completely objectively. Armed with this knowledge you will be able to adopt mobile research methodologies appropriately, and with confidence, knowing what you're gaining, and the potential downsides. If only keeping up with all new thinking was this easy!'
 
-Phyllis Macfarlane, Training in Africa Programme Manager, GfK Verein, and former Chairman, GfK NOP
 
'Ray Poynter does it again in The Handbook of Mobile Market Research, this time with the aid of co-authors Sue York and Navin Williams. Drawing upon decades of study in the methods of market research practice, Ray, Sue, and Navin clarify the manner in which mobile devices are changing market research today and will continue to shape it in the future. The book incorporates social media, big data, and other technology of our times to provide a detailed reference document of applications and implementation practices for mobile research. Most importantly, it provides what is the most comprehensive summary of research-on [mobile]-research available in the industry today. This book has something to offer researchers irrespective of their role - from methodologists to CEOs.'
 
-Leslie Townsend, President, Kinesis Survey Technologies

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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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