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The Handbook of Online and Social Media Research
Tools and Techniques for Market Researchers
Ray Poynter (Author)
9780470710401, Wiley
Hardback, published 13 August 2010
464 pages
25.2 x 17.6 x 3.4 cm, 0.93 kg
"... contains everything a complete novice dipping into it could need... this book is bound to quickly make itself an indispensable reference." (MrWeb.com, September 2010) "... fantastic book that answers just about every question you could possibly have regarding any type of internet-based research." (Resoner.nu, October 2010)
Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why traditional research is broken, both in theory and practice, and includes chapters on online research communities, community panels, blog mining, social networks, mobile research, e-ethnography, predictive markets, and DIY research. "This handbook fills a significant learning gap for the market research profession and Ray Poynter has once again proven that he is a guiding light. The practical and pragmatic advice contained within these pages will be relevant to new students of research, young researchers and experienced researchers that want to understand the basics of online and social media research. Ray’s views on 'how to be better with people' and ‘how to maximise response rates’ are vital clues that are likely to shape the future of market and social research." "It's hard to imagine anyone better suited to covering the rapidly changing world of online research than Ray Poynter. In this book he shows us why. Whether you are new to online or a veteran interested in broadening your understanding of the full range of techniques—quant and qual—this book is for you." "Finally, a comprehensive handbook for practitioners, clients, suppliers and students that includes best practices, clear explanations, advice and cautionary warnings. This should be the research benchmark for online research for some time. Poynter proves he is the online market research guru." "Ray Poynter's comprehensive, authoritative, easy to read, and knowledgeable handbook has come to our rescue ... it is a must read for anyone who needs to engage with customers or stakeholders in a creative, immediate and flexible way that makes maximum use of all the exciting, new technology now open to us. Market researchers need to know this stuff now. I can guarantee that anyone who buys the book will find it a compelling read: they will be constantly turning to the next page in order to find yet another nugget of insight from Ray’s tour de force."
—Peter Harris, National President, Australian Market and Social Research Society (AMSRS)
—Reg Baker, President and Chief Operating Officer, Market Strategies International
—Cam Davis, Ph.D., former Dean and current instructor of the online market research course for the Canadian Marketing Research and Intelligence Association
—Dr David Smith, Director, DVL Smith Ltd; Professor, University of Hertfordshire, Business School
Foreword ix Introduction xi PART 1 Online Quantitative Survey Research 1 Overview of Online Quantitative Research 3 2 Web Survey Systems 16 3 Designing Online Surveys 31 4 Working with Panels and Databases 66 5 Running an Online Survey and Summary 88 PART II Qualitative Research 6 Overview of Online Qualitative Research 107 7 Online Focus Groups 116 8 Bulletin Board Groups and Parallel IDIs 132 9 Other Online Qualitative Methods and Summary of Online Qualitative Research 151 PART III Social Media 10 Participatory Blogs as Research Tools 163 11 Online Research Communities/MROCs 176 12 Blog and Buzz Mining 221 13 Other Social Media Topics and Summary 243 PART IV Research Topics 14 Specialist Research Areas 261 15 Website Research 282 16 Research Techniques and Approaches 322 17 The Business of Market Research 340 PART V Breaking News! 18 NewMR 367 19 Trends and Innovations 378 20 An Overview of Online and Social Media Research 391 Glossary 403 Further Information 417 References 421 Acknowledgements 427 Index 431
By Finn Raben
Subject Areas: Business & management [KJ]
