{"product_id":"the-handbook-of-mobile-market-research-9781118935620","title":"The Handbook of Mobile Market Research","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\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 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. \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 thos\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\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","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49528841994583,"sku":"9781118935620","price":23.74,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118935620.jpg?v=1731873236","url":"https:\/\/bookcurl.com\/products\/the-handbook-of-mobile-market-research-9781118935620","provider":"Book Curl","version":"1.0","type":"link"}