The Handbook Of Mobile Market Research

Author: Ray Poynter
Publisher: John Wiley & Sons
ISBN: 1118935624
Size: 21.19 MB
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The Handbook Of Mobile Market Research from the Author: Ray Poynter. 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 Handbook Of Mobile Market Research

Author: Ray Poynter
Publisher: John Wiley & Sons
ISBN: 1118935772
Size: 37.34 MB
Format: PDF, ePub, Docs
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The Handbook Of Mobile Market Research from the Author: Ray Poynter. 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.

The Handbook Of Online And Social Media Research

Author: Ray Poynter
Publisher: John Wiley & Sons
ISBN: 0470971371
Size: 54.71 MB
Format: PDF, ePub, Docs
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The Handbook Of Online And Social Media Research from the Author: Ray Poynter. Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why traditional research is broken, both in theory and practice, and includes chapters on online research communities, community panels, blog mining, social networks, mobile research, e-ethnography, predictive markets, and DIY research. "This handbook fills a significant learning gap for the market research profession and Ray Poynter has once again proven that he is a guiding light. The practical and pragmatic advice contained within these pages will be relevant to new students of research, young researchers and experienced researchers that want to understand the basics of online and social media research. Ray’s views on 'how to be better with people' and ‘how to maximise response rates’ are vital clues that are likely to shape the future of market and social research." —Peter Harris, National President, Australian Market and Social Research Society (AMSRS) "It's hard to imagine anyone better suited to covering the rapidly changing world of online research than Ray Poynter. In this book he shows us why. Whether you are new to online or a veteran interested in broadening your understanding of the full range of techniques—quant and qual—this book is for you." —Reg Baker, President and Chief Operating Officer, Market Strategies International "Finally, a comprehensive handbook for practitioners, clients, suppliers and students that includes best practices, clear explanations, advice and cautionary warnings. This should be the research benchmark for online research for some time. Poynter proves he is the online market research guru." —Cam Davis, Ph.D., former Dean and current instructor of the online market research course for the Canadian Marketing Research and Intelligence Association "Ray Poynter's comprehensive, authoritative, easy to read, and knowledgeable handbook has come to our rescue ... it is a must read for anyone who needs to engage with customers or stakeholders in a creative, immediate and flexible way that makes maximum use of all the exciting, new technology now open to us. Market researchers need to know this stuff now. I can guarantee that anyone who buys the book will find it a compelling read: they will be constantly turning to the next page in order to find yet another nugget of insight from Ray’s tour de force." —Dr David Smith, Director, DVL Smith Ltd; Professor, University of Hertfordshire, Business School

Handbook Of Research On Mobile Marketing Management

Author: Pousttchi, Key
Publisher: IGI Global
ISBN: 1605660752
Size: 69.82 MB
Format: PDF
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Handbook Of Research On Mobile Marketing Management from the Author: Pousttchi, Key. "This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.

Handbook Of Service Marketing Research

Author: Roland T. Rust
Publisher: Edward Elgar Publishing
ISBN: 0857938851
Size: 43.80 MB
Format: PDF, Docs
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Handbook Of Service Marketing Research from the Author: Roland T. Rust. The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loy

Handbook Of Marketing Strategy

Author: Venkatesh Shankar
Publisher: Edward Elgar Publishing
ISBN: 1781005222
Size: 62.84 MB
Format: PDF, ePub
View: 3933
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Handbook Of Marketing Strategy from the Author: Venkatesh Shankar. This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

Handbook Of Qualitative Research Methods In Marketing

Author: Russell W. Belk
Publisher: Edward Elgar Publishing
ISBN: 1847204120
Size: 67.51 MB
Format: PDF, Docs
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Handbook Of Qualitative Research Methods In Marketing from the Author: Russell W. Belk. A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.

Market Research Handbook

Author: Jie Xu
Publisher: iUniverse
ISBN: 0595364012
Size: 38.42 MB
Format: PDF, Mobi
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Market Research Handbook from the Author: Jie Xu. The results of marketing research can inform marketing decisions such as in concept/product testing, market segmentation, competitive analysis, customer satisfaction studies, etc. and illustrates the need for measurement. The book summarizes all essential measurements widely adopted by researchers with insightful perception. It consists of three indispensable sections of market research: market general, competitor analysis, and consumer analysis. Each specific measurement contains in-depth understanding of measurement starting from definition through method explanation to practical case study. Specifically, it discloses many valuable research techniques and experienced application know-how from the professional research agencies. The book can be a useful reference for practitioners and excellent supplementary reading material for students. Different from other academic market research book, the book contains numerous case studies derived from customized projects at research agencies which also make this book easy to understand for student and beginners.

The Oxford Handbook Of Mobile Music Studies

Author: Sumanth Gopinath
Publisher: Oxford University Press
ISBN: 0195375726
Size: 21.89 MB
Format: PDF, Docs
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The Oxford Handbook Of Mobile Music Studies from the Author: Sumanth Gopinath. The two volumes of The Oxford Handbook of Mobile Music Studies consolidate an area of scholarly inquiry that addresses how mechanical, electrical, and digital technologies and their corresponding economies of scale have rendered music and sound increasingly mobile-portable, fungible, and ubiquitous. At once a marketing term, a common mode of everyday-life performance, and an instigator of experimental aesthetics, "mobile music" opens up a space for studying the momentous transformations in the production, distribution, consumption, and experience of music and sound that took place between the late nineteenth and the early twenty-first centuries. Taken together, the two volumes cover a large swath of the world-the US, the UK, Japan, Brazil, Germany, Turkey, Mexico, France, China, Jamaica, Iraq, the Philippines, India, Sweden-and a similarly broad array of the musical and nonmusical sounds suffusing the soundscapes of mobility. Volume 1 provides an introduction to the study of mobile music through the examination of its devices, markets, and theories. Conceptualizing a long history of mobile music extending from the late nineteenth century to the present, the volume focuses on the conjunction of human mobility and forms of sound production and reproduction. The volume's chapters investigate the MP3, copyright law and digital downloading, music and cloud computing, the iPod, the transistor radio, the automated call center, sound and text messaging, the mobile phone, the militarization of iPod usage, the cochlear implant, the portable sound recorder, listening practices of schoolchildren and teenagers, the ringtone, mobile music in the urban soundscape, the boombox, mobile music marketing in Mexico and Brazil, music piracy in India, and online radio in Japan and the US.

Handbook Of Pricing Research In Marketing

Author: Vithala R. Rao
Publisher: Edward Elgar Publishing
ISBN: 1848447442
Size: 39.49 MB
Format: PDF, Mobi
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Handbook Of Pricing Research In Marketing from the Author: Vithala R. Rao. Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.