000			04004nam a2200337 i 4500
001			EBC1762078
003			MiAaPQ
005			20181109125003.0
006			m o d |
007			cr cnu||||||||
008			140819s2014 enk ofb 001 0 eng d
020			_z9781118935620
020			_a9781118935767 (ebook)
040			_aMiAaPQ _beng _cMiAaPQ _dMiAaPQ _dMIUC
082	0		_a658.83
100	1		_aPoynter, Ray _9578
245	1	4	_aThe handbook of mobile market research : _btools and techniques for market researchers / _cRay Poynter, Navin Williams, Sue York.
260			_aChichester, England : _bWiley, _c2014.
300			_a1 online resource (312 p.).
504			_aIncludes bibliographical references and index.
505	0		_aPt. 1. Mobile Market Research. Ch. 1. Overview of Mobile Market Research. Ch. 2. Mobile Research in Action. Ch. 3. The Technology of Mobile Market Research -- Pt. 2. Qualitative and Quantitative Research. Ch. 4. Mobile Qualitative Research. Ch. 5. Mobile Forums and Online Focus Groups. Ch. 6. Mobile Diaries and Ethnography. Ch. 7. Mobile Quantitative Research. Ch. 8. Designing and Conducting Mobile Survey -- Pt. 3. The Methods and Applications of Mobile Market Research. Ch. 9. mCAPI - Mobile Computer Assisted Personal Interviewing. Ch. 10. mCAPI - Mobile Computer Assisted Telephone Interviewing. Ch. 11. Mixed-Module Research. Ch. 12. Utilizing Passive Data. Ch. 13. Panels, Lists, and Communities. Ch. 14. International Mobile Research -- Pt. 4. Researching the Mobile Ecosystem, Ethics, and the Future. Ch. 15. Researching the Mobile Ecosystem. Ch. 16. Ethics, Laws, and Guidelines. Ch. 17. Research-on-Research. Ch. 18. The Evolving Picture.
520			_aThe 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 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. 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 those who implement, utilise, and study the field. Readers will learn: The characteristics, scope, and importance of mobile market research Purposes and effects of principal tools like brand tracking, ad testing, customer satisfaction research, and research technology How mobile devices are used for qualitative and quantitative research by way of online focus groups, online discussions, mobile diaries, mobile ethnographies, and mobile surveys Aspects and implications of mobile computer interviews, mobile phone interviews, mixed-mode research, international mobile research, and research using passive data, panels, lists, and communities The significance of the mobile ecosystem, market research ethics, and research on research Designed to be accessible and helpful for beginners and advanced users alike, The Handbook of Mobile Market Research is an extensive guide to one of the most promising, dynamic methods of data collection.
650		0	_aMarketing research _9579
650		0	_aMobile commerce _9580
650		0	_aMobile communication systems _9581
655		4	_aElectronic books.
700	1		_aWilliams, Navin, _d1972- _9582
700	1		_aYork, Sue, _d1968- _9583
856	4	0	_uhttps://ebookcentral.proquest.com/lib/miu/detail.action?docID=1762078 _zClick here to view
942			_2ddc _cELEC