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.
The pioneering book on the use of mobile technology in market research
'Wow - Ray Poynter and the team have done it again! Without a doubt, mobile has changed the relationship between brands and customers and this is changing how market and social research will need to be conducted and delivered. The Handbook of Mobile Market Research is both timely and an invaluable resource for marketers and researchers of all ages and experiences. A practical guide that does not get bogged down in technology speak, but focuses more on how to get things done and addresses the tough but important topics such as ethics, incentives and the challenges of "in the moment". It will become an essential reference guide with practical tips and tricks for success (my favorite tip is "don't collect more data than can be analyzed with the resources available!").'
-Peter Harris, EVP & Managing Director, Vision Critical Asia Pacific
'Poynter, Williams, and York have created an incomparable primer; truly the first of its kind, for the use of mobile technologies in the practice of market research. The Handbook of Mobile Market Research provides a deep-dive into mobile as an emerging marketing measurement and data collection platform, while also providing a holistic view of current and future opportunities for marketers as mobile and cross platform research methods continue to evolve.'
-Kristin Luck, President and CMO, Decipher
'In this book Ray, Sue, and Navin lift the lid on mobile marketing research to comprehensively reveal how the various components work and fit together. This is an essential read for any researcher contemplating or already undertaking mobile data collection.'
-Guy Rolfe, Head Mobile Practice, Global Operations, Kantar
