The Handbook of Mobile Market Research

Tools and Techniques for Market Researchers
1. Auflage 2014
ISBN: 978-1-118-93562-0
Verlag: Wiley

Buch, Englisch, 312 Seiten, Format (B × H): 177 mm x 251 mm, Gewicht: 686 g

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.

Autoren/Hrsg.

Poynter, Ray

Williams, Navin

York, Sue

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Ray Poynter has spent the last 35 years at the forefront of market research, technology and innovation. He is the creator of NewMR, author of The Handbook of Online and Social Media Research, Director of Vision Critical's knowledge sharing centre, and Managing Director of The Future Place. He is in frequent demand as a workshop leader, conference speaker, session facilitator, writer of articles, trainer, and consultant. Ray feels his mission is to help people, have fun, keep learning, and ideally make some money along the way.

Navin Williams has lived and worked in diverse markets like China, Africa and India, where he has had the opportunity to be part of market research technological adoptions in developing environments. His quest to drive mobile adoption in market research led him to form MobileMeasure Consultancy Limited. A pioneer in mobile enabled market research, Navin has written a number of whitepapers and is a frequent speaker at industry conferences and educational campuses. An early voice on mobile market research, he is very excited by the current chorus of industry captains, industry bodies and researchers championing mobile.

Sue York has a love of new research methods and is an advocate of methodological rigour and the need for research-on-research. Sue has a high profile within the global market research community, and has run workshops for bodies such as ESOMAR, AMSRS and the Singapore MRSS. She is joint editor and curator of the ESOMAR book Answers to Contemporary Market Research Questions. Sue is an active member of the market research online community and was a founder of NewMR.