- Gebundene Ausgabe: 312 Seiten
- Verlag: Wiley; Auflage: 1 (29. August 2014)
- Sprache: Englisch
- ISBN-10: 1118935624
- ISBN-13: 978-1118935620
- Größe und/oder Gewicht: 17,9 x 2,3 x 25,1 cm
- Durchschnittliche Kundenbewertung: 1 Kundenrezension
- Amazon Bestseller-Rang: Nr. 137.663 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
- Komplettes Inhaltsverzeichnis ansehen
The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers (Englisch) Gebundene Ausgabe – 29. August 2014
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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
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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In the beginning we had too many features incl. but the book made us aware that mobile users want to have simple and limited choices. Old questioning types aren't useful for mobile. We will use the data to educate our customers so that they can get the best use out of our software. Thanks for that!
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