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

Book Description

The first book on the market that focuses on the area of mobile research

More people have mobile phones than have computers or land lines and for several years researchers have understood that data collection needs to become mobile. Up until now, there were no systems available to do so, fuelled by incompatibilities between systems, lack of suitable systems, lack of understanding in terms of how to use mobile and too many organizations trying to put old fashioned surveys into the mobile world without confronting the changes that need to be made, e.g. shorter surveys.

However, mobile research is finally beginning to take-off and it is doing so on multiple fronts. The Handbook of Mobile Market Research leads the way by offering a range of practical tools and techniques market researchers can use.

  • New approaches to qualitative research, where participants use their smartphones to collect ethnographic-type data, of their own lives and of the lives around them

  • Broadens the term 'mobile' to include tablet devices, creating a range of new possibilities for mobile research

  • Practical tools and techniques to meet the needs of beginners, practitioners or advanced users.

  • Table of Contents

    1. Foreword
    2. Introduction
      1. Who the Book is For
      2. The Structure of the Book
    3. Part I: Mobile Market Research
      1. Chapter 1: Overview of Mobile Market Research
        1. Introduction
        2. What Does Mobile Market Research mean?
        3. Why the interest in mobile?
        4. A Brief History of Mobile Market Research
        5. The International Dimension
        6. Mobile Quantitative Research
        7. Mobile Qualitative Research
        8. Mobile Devices and Communities
        9. The Mobile Ecosystem
        10. The Challenges of Mobile Market Research
        11. The Future for Mobile Market Research
      2. Chapter 2: Mobile Research in Action
        1. Introduction
        2. Retail Research
        3. Customer Experience and Satisfaction Research
        4. Advertising Testing
        5. Tracking Brands and Advertising
        6. Product Testing
        7. Advanced Quantitative Research
        8. B2B (Business to Business) Research
        9. Summary
        10. Notes
      3. Chapter 3: The Technology of Mobile Market Research
        1. Introduction
        2. Types of Mobile Devices
        3. Connecting with Mobile Participants
        4. The Mobile Ecosystem
        5. The Features of Mobile Phones
        6. Mobile Operating Systems
        7. Location-Based Services
        8. Key Issues and Strategies for Mobile Market Research
        9. Summary
    4. Part II: Qualitative and Quantitative Research
      1. Chapter 4: Mobile Qualitative Research
        1. Introduction
        2. Different Types of Mobile Qualitative Research
        3. The Role of Different Mobile Devices in Qualitative Research
        4. Key Issues Surrounding Mobile Qualitative Research
        5. Designing and Implementing Mobile Qualitative Projects
        6. Summary
      2. Chapter 5: Mobile Forums and Online Focus Groups
        1. Introduction
        2. Forums and Discussions
        3. Focus Groups
        4. Depth Interviews
        5. Ethical and Legal Considerations
        6. Summary
      3. Chapter 6: Mobile Diaries and Ethnography
        1. Introduction
        2. Mobile Ethnography
        3. Mobile Diaries and Blogs
        4. Shopper Studies
        5. WE-research
        6. Passive Tracking
        7. Practical Advice
        8. Summary
      4. Chapter 7: Mobile Quantitative Research
        1. Introduction
        2. Defining Quantitative Mobile Market Research
        3. Mobile Specific Projects
        4. Mixed-Mode Studies
        5. Connecting with Participants
        6. Summary
      5. Chapter 8: Designing and Conducting Mobile Surveys
        1. Introduction
        2. Online Mobile Surveys
        3. Designing for Mobile
        4. Managing Mobile Studies
        5. Converting Studies to Mobile
        6. Mixed-Mode Surveys
        7. Surveys and Apps
        8. Surveys and Feature Phones
        9. Other Ways to Launch/Initiate Surveys
        10. Custom-Built Solutions
        11. Summary
    5. Part III: The Methods and Applications of Mobile Market Research
      1. Chapter 9: mCAPI – Mobile Computer Assisted Personal Interviewing
        1. Introduction
        2. Case Studies
        3. mCAPI Considerations
        4. Summary
      2. Chapter 10: mCATI – Mobile Computer Assisted Telephone Interviewing
        1. Introduction
        2. Understanding CATI
        3. Combining Landlines and Mobile Phones, for CATI
        4. CATI with Mobile Phones
        5. The Broader Implications for Mobile Market Research
        6. Summary
        7. Notes
      3. Chapter 11: Mixed-Mode Research
        1. Introduction
        2. ‘Mobile Only’ Versus Mixed-Mode
        3. Different Modes at Different Stages
        4. Designing a Mixed-Mode Project
        5. Summary
      4. Chapter 12: Utilizing Passive Data
        1. Introduction
        2. Tracking Location
        3. Tracking Device Usage
        4. Gathering Background Information
        5. Overview of Passive Monitoring Features
        6. Summary
      5. Chapter 13: Panels, Lists, and Communities
        1. Introduction
        2. Access Panels
        3. Customer Lists
        4. Research Communities
        5. Panels versus Lists versus Communities
        6. Alternative Sources of Research Participants
        7. Summary
      6. Chapter 14: International Mobile Research
        1. Introduction
        2. An Overview of Multi-Country Research Studies
        3. Designing Multi-Country Mobile Projects
        4. Implementing International Mobile Market Research Projects
        5. Building an International Mobile Market Research Solution
        6. Global Diversity in the Mobile Landscape
        7. Summary
    6. Part IV: Researching the Mobile Ecosystem, Ethics, and the Future
      1. Chapter 15: Researching the Mobile Ecosystem
        1. Introduction
        2. Non-Market Research Options
        3. Mobile Devices, Such as Phones, Phablets, and Tablets
        4. Mobile Telephony and Internet Services
        5. Mobile Operating Systems and Apps
        6. Mobile Shopping and Commerce
        7. Mobile Marketing and Advertising
        8. Summary
      2. Chapter 16: Ethics, Laws, and Guidelines
        1. Introduction
        2. Key Stakeholders in Terms of Privacy and Ethics
        3. The Interplay of Laws, Guidelines, and Ethics
        4. Conducting Ethical Research
        5. Summary
      3. Chapter 17: Research-on-Research
        1. Introduction
        2. Summary of the Research-on-Research Reviewed
      4. Chapter 18: The Evolving Picture
        1. Introduction
        2. Technology
        3. Society
        4. Methodology
        5. Practical Issues in Using Emergent Mobile Technologies for Market Research
        6. Keeping in Touch with the Leading Edge
        7. Summary
    7. Glossary
    8. References
    9. About the Authors
      1. Ray Poynter
      2. Navin Williams
      3. Sue York
    10. A Note of Thanks
      1. Organizations
      2. People
    11. Index
    12. End User License Agreement