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

Introduction

Mobile market research is one of the hottest topics in market research today. The interest in the subject has not been matched by information and advice on utilizing mobile market research.

Given the speed of change in the mobile ecosystem, for example the increase in the penetration of mobile devices and the growth and development of smartphones and tablets, and the number of different ways that market researchers are seeking to use mobile devices in research, there is a hunger for good information and advice. However, there is a shortage of published information on: how to conduct mobile market research, the opportunities, the best practices, and the potential challenges. The advice that does exist tends to be spread across conference presentations, blogs, white papers, and articles.

This book addresses the shortfall in material by pulling together the latest thinking, guidance from people conducting mobile market research, academic research, and practical advice. The book provides a single point of reference for anybody seeking to be involved in mobile market research, either as a user or provider of research.

WHO THE BOOK IS FOR

This book has been written for market researchers who are aiming to conduct mobile market research, for users of market research, and for people looking to research or understand mobile market research. A basic understanding of market research is assumed, including knowledge of core market research terms and processes. In some of ...