{"product_id":"the-handbook-of-mobile-market-research-tools-and-techniques-for-market-researchers","title":"Handbook of Mobile Market Research","description":"\u003cp\u003e\u003cb\u003eThe premier guide to mobile market research\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eThe Handbook of Mobile Market Research\u003c\/i\u003e 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.  \u003c\/p\u003e \u003cp\u003eIndustry 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:\u003c\/p\u003e \u003cul\u003e\n\u003cli\u003eThe characteristics, scope, and importance of mobile market research\u003c\/li\u003e\n\u003cli\u003ePurposes and effects of principal tools like brand tracking, ad testing, customer satisfaction research, and research technology\u003c\/li\u003e\n\u003cli\u003eHow mobile devices are used for qualitative and quantitative research by way of online focus groups, online discussions, mobile diaries, mobile ethnographies, and mobile surveys\u003c\/li\u003e\n\u003cli\u003eAspects and implications of mobile computer interviews, mobile phone interviews, mixed-mode research, international mobile research, and research using passive data, panels, lists, and communities\u003c\/li\u003e\n\u003cli\u003eThe significance of the mobile ecosystem, market research ethics, and research on research\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eDesigned to be accessible and helpful for beginners and advanced users alike, \u003ci\u003eThe Handbook of Mobile Market Research\u003c\/i\u003e is an extensive guide to one of the most promising, dynamic methods of data collection. \u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":32101494882387,"sku":"","price":32.5,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781118935620_e5e38d16-6671-45c8-a083-de8e695bd4c9.jpg?v=1778578265","url":"https:\/\/agendabookshop.com\/products\/the-handbook-of-mobile-market-research-tools-and-techniques-for-market-researchers","provider":"Agenda Bookshop","version":"1.0","type":"link"}