{"product_id":"the-handbook-of-mobile-market-research-tools-and-techniques-for-market-researchers-hardback-9781118935620","title":"The Handbook of Mobile Market Research; Tools and Techniques for Market Researchers (Hardback) 9781118935620","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Handbook of Mobile Market Research\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eTools and Techniques for Market Researchers\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eRay Poynter (Author), Navin Williams (Author), Sue York (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118935620, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 29 August 2014\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e312 pages\u003cbr\u003e24.4 x 17.3 x 2.8 cm, 0.68 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\u003cb\u003eThe premier guide to mobile market research\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Handbook of Mobile Market Research\u003c\/i\u003e 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.  \u003c\/p\u003e \u003cp\u003eIndustry 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThe characteristics, scope, and importance of mobile market research\u003c\/li\u003e \u003cli\u003ePurposes and effects of principal tools like brand tracking, ad testing, customer satisfaction research, and research technology\u003c\/li\u003e \u003cli\u003eHow mobile devices are used for qualitative and quantitative research by way of online focus groups, online discussions, mobile diaries, mobile ethnographies, and mobile surveys\u003c\/li\u003e \u003cli\u003eAspects and implications of mobile computer interviews, mobile phone interviews, mixed-mode research, international mobile research, and research using passive data, panels, lists, and communities\u003c\/li\u003e \u003cli\u003eThe significance of the mobile ecosystem, market research ethics, and research on research\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eDesigned to be accessible and helpful for beginners and advanced users alike, \u003ci\u003eThe Handbook of Mobile Market Research\u003c\/i\u003e is an extensive guide to one of the most promising, dynamic methods of data collection. \u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword ix\u003c\/p\u003e \u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 1 Mobile Market Research 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Overview of Mobile Market Research 3\u003c\/p\u003e \u003cp\u003e2 Mobile Research in Action 16\u003c\/p\u003e \u003cp\u003e3 The Technology of Mobile Market Research 32\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 2 Qualitative and Quantitative Research 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4 Mobile Qualitative Research 55\u003c\/p\u003e \u003cp\u003e5 Mobile Forums and Online Focus Groups 70\u003c\/p\u003e \u003cp\u003e6 Mobile Diaries and Ethnography 83\u003c\/p\u003e \u003cp\u003e7 Mobile Quantitative Research 103\u003c\/p\u003e \u003cp\u003e8 Designing and Conducting Mobile Surveys 120\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 3 The Methods and Applications of Mobile Market Research\u003c\/b\u003e 147\u003c\/p\u003e \u003cp\u003e9 mCAPI –Mobile Computer Aided Personal Interviewing 149\u003cbr\u003e \u003cbr\u003e 10 mCATI – Mobile Telephone Interviewing 160\u003c\/p\u003e \u003cp\u003e11 Mixed-Mode Research 171\u003c\/p\u003e \u003cp\u003e12 Utilizing Passive Data 180\u003c\/p\u003e \u003cp\u003e13 Panels, Lists, and Communities 192\u003c\/p\u003e \u003cp\u003e14 International Mobile Research 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART 4 Researching the Mobile Ecosystem, Ethics, and the Future\u003c\/b\u003e 223\u003c\/p\u003e \u003cp\u003e15 Researching the Mobile Ecosystem 225\u003c\/p\u003e \u003cp\u003e16 Ethics, Laws, and Guidelines 237\u003c\/p\u003e \u003cp\u003e17 Research-on-Research 246\u003c\/p\u003e \u003cp\u003e18 The Evolving Picture 252\u003c\/p\u003e \u003cp\u003eGlossary 271\u003c\/p\u003e \u003cp\u003eReferences 279\u003c\/p\u003e \u003cp\u003eAbout the Authors 283\u003c\/p\u003e \u003cp\u003eA Note of Thanks 285\u003c\/p\u003e \u003cp\u003eIndex 000\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52421382439192,"sku":"9781118935620","price":25.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118935620.jpg?v=1784593924","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-handbook-of-mobile-market-research-tools-and-techniques-for-market-researchers-hardback-9781118935620","provider":"Freshly Printed Books","version":"1.0","type":"link"}