Handbook of Mobile Market Research

Author(s): Sue York, Navin Williams, Ray Poynter
Date of publication: September 2014
ISBN: 978-1-118-93562-0
Order Code: Handbook of Mobile Market Research
Number of pages: 295
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There have been two critical events in recent years that have had a profound effect on the market research industry.

The first was the ‘internet’ – the advent of online as a research medium and information source. The second critical event that is having (and will continue to have) a profound effect on our industry is the development of mobile – not just telephones, but also tablets, phablets, other portable devices and the associated ‘app’ industry. These devices now allow us to capture ‘immediacy’ – both consciously and unconsciously (i.e. passively) – and have greatly expanded our ability to measure ‘real-time’ behaviour, rather than reported behaviour.

The Handbook of Mobile Market Research is a companion book to Ray Poynter’s Handbook of Online and Social Media Research and provides a real source of current best practice guidance for those wishing to better understand mobile and include it in their toolkit of research methodologies. The authors, Ray Poynter, Navin Williams, and Sue York, bring years of learning, global experience, and a passion for combining new approaches with rigour. For example Ray and Sue are the editors of ESOMAR’s book Answers to Contemporary Market Research Questions, and Navin is one of the contributors.

The book helps advance the cause of high quality market research by answering your questions, providing you with guidance, removing your fears, but at the same time highlighting the many (evolving) challenges that continue to present themselves with the adoption of any such new medium. This Handbook of Mobile Market Research is THE essential and formative guide to better understanding, and optimizing, your adoption of mobile.


Part 1 - Mobile Market Research
1. Overview of Mobile Market Research
2. Mobile Research in Action
3. The Technology of Mobile Market Research
Part 2- Qualitative and Quantitative Research
4. Mobile Qualitative Research
5. Mobile Forums and Online Focus Groups
6. Mobile Diaries and Ethnography
7. Mobile Quantitative Research
8. Designing and Conducting Mobile Surveys
Part 3 – The Methods and Applications of Mobile Market Research
9. mCAPI –Mobile Computer Aided Personal Interviewing
10. mCATI – Mobile Telephone Interviewing
11. Mixed-Mode Research
12. Utilizing Passive Data
13. Panels, Lists, and Communities
14. International Mobile Research
Part 4 – Researching the Mobile Ecosystem, Ethics, and the Future
15. Researching the Mobile Ecosystem
16. Ethics, Laws, and Guidelines
17. Research-on-Research
18. The Evolving Picture

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