Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Unavailable
    The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers
    Unavailable
    The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers
    Unavailable
    The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers
    Ebook267 pages6 hours

    The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers

    By Ray Poynter, Navin Williams and Sue York

    ()

    Currently unavailable

    Currently unavailable

    About this ebook

    The 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. 

    LanguageEnglish
    PublisherWiley
    Release dateAug 5, 2014
    ISBN9781118935767
    Unavailable
    The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers

    Read more from Ray Poynter

    Related to The Handbook of Mobile Market Research

    Related ebooks

    Marketing For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      BEWARE THE-LIMITING BRIEF SELE & THE LIMITS OF YOUR OWN BUSINESS CULTURE

      Mar 27, 2017

      Last December MarketResearch.com reported on what international market research heavyweights predict to be the biggest market research trends of 2017. Pleasingly, all the trends are evident in New Zealand and Ipsos isn’t the only company up with the

      2 min read

    • Article

      11 Sources of Disruption

      Jan 1, 2021

      You have observed a troubling tendency that often leads to the disruption of business models. Please describe it. All too often, business strategies fail to effectively account for external change in the world. When faced with deep uncertainty, leade

      6 min read

    • Article

      The Power of Surface Analysis Unleashed

      Mar 22, 2024

      Global commerce is a dynamic place, where the strategic positioning of companies is crucial, particularly in the face of evolving economic policies and market demands. ULVAC-PHI, born from a strategic alliance between U.S. company Physical Electronic

      2 min read

    • Article

      The Consumer Tech Stack

      Feb 11, 2019

      Over the past two decades, Forrester has surveyed millions of consumers in 20 countries and we have tracked the most important changes in consumer technology adoption and use. The data makes it clear that while companies have spent the last two decad

      4 min read

    • Article

      Nick Vile Adshel

      Jun 18, 2017

      Nick Vile Adshel
      5 min read

    • Article

      Q&A

      Jan 1, 2023

      In the innovation process, why is it so important for innovators to view people as human beings rather than consumers? An innovator who sees people as consumers is going to prioritize every imaginable tool to sell them something and make them consume

      6 min read

    • Article

      Innovation Amidst a Pandemic

      Jan 1, 2021

      So much has changed in recent months. How is the pandemic affecting AI and machine learning innovation? Most machine learning is used to make predictions about the future and to help business leaders make better decisions today. Fortunately, the type

      5 min read

    • Article

      On The Cards

      Apr 8, 2018

      On The Cards
      7 min read

    • Article

      Data- Driven Design

      Sep 22, 2021

      Data- Driven Design
      9 min read

    • Article

      Building A 'Just In Case' Supply Chain

      Aug 19, 2021

      Our Covid-19 vaccine shot is no less a supply-chain miracle than it is a medical one — moving billions of vials around the world, in the right ambient conditions, with complete track-and-trace, and the ability to match the ‘arm to the vial-code’. The

      5 min read

    • Article

      Q&A

      Jan 1, 2022

      You have referred to our current environment as ‘exponential’. How do you define that term? A linear process is one where something progresses straight from one stage to another. For example, your age increases by a predictable ‘one’ with each revolu

      8 min read

    • Article

      The Rise of Risk-Mitigating Technologies

      Jan 1, 2021

      You have said the global pandemic is forcing firms to rethink their innovation strategies. Why is that? A major event like the pandemic changes consumers’ priorities, their preferences and their needs. As a result of COVID-19, people care a lot more

      6 min read

    • Article

      Forget Crowdsourcing. Cool Companies Are on to Crowdlearning

      Feb 28, 2018

      In the past 24 hours, you’ve passively shed more data than you can possibly imagine. Tiny fragments of the physical and virtual you are strewn across all the places you’ve been: the unique keystroke patterns entered as you’ve typed on your computer;

      2 min read

    Reviews for The Handbook of Mobile Market Research

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words