Description
Book SynopsisThe premier guide to mobile market research
The Handbook of Mobile Market Research 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 timesalong 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.
Industry 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 thos
Table of Contents
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
