The Handbook Of Mobile Market Research

Author: Ray Poynter
Publisher: John Wiley & Sons
ISBN: 1118935772
Size: 25.61 MB
Format: PDF
View: 4127
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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.

Handbook Of Research On Mobile Marketing Management

Author: Pousttchi, Key
Publisher: IGI Global
ISBN: 1605660752
Size: 64.66 MB
Format: PDF, ePub
View: 4807
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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.

The Handbook Of International Market Research Techniques

Author: Robin Birn
Publisher: Kogan Page Limited
ISBN:
Size: 53.65 MB
Format: PDF
View: 7041
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The Handbook Of International Market Research Techniques from the Author: Robin Birn. * Standard text dealing with market research techniques* For all levels of expertise: from students to experienced practitioners* Paper reissue of a successful bookA short-cut to experience and knowledge on all key techniques with contributions from the industry's leading market research practitioners. The "International Handbook of Market Research Techniques" is a major text for all levels of marketing professionals and market researchers. It presents market research techniques that have been developed and polished for over four decades. The aim of this handbook is to provide you with a short-cut to experience and knowledge on all key techniques by presenting contributions that have been written by the industry's leading market research practitioners. This second edition of the comprehensive guide has a highly practical approach. It covers everything from market research survey planning and quantitative research over the Internet to geodemographics, analysis, modeling and report writing. Available in paperback for the first time, this is a key text for research practitioners, students of business and marketing and those studying for professional qualifications.

Market Research Handbook

Author: Jie Xu
Publisher: iUniverse
ISBN: 0595364012
Size: 22.57 MB
Format: PDF, ePub, Mobi
View: 4099
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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.

Handbook Of Marketing Research Methodologies For Hospitality And Tourism

Author: Ronald A. Nykiel
Publisher: Psychology Press
ISBN: 0789034263
Size: 27.93 MB
Format: PDF, Mobi
View: 2632
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Handbook Of Marketing Research Methodologies For Hospitality And Tourism from the Author: Ronald A. Nykiel. Discover the bridge between theory and applied research in the hospitality industry The success of marketing programs is dependent on the knowledge of the trends in the marketplace. Handbook of Marketing Research Methodologies for Hospitality and Tourism is a comprehensive guide that clearly explains analyzing markets, utilizing qualitative and quantitative research methodologies, applying findings to market, development, and marketing strategies for the hospitality industry. The text contains detailed outlines and case studies of several types of research, including feasibility studies, market assessment studies, and site selection studies. Numerous graphic examples and presentation techniques are provided to bridge between theory and applied research with ease. Handbook of Marketing Research Methodologies for Hospitality and Tourism clearly details, all in a single volume, the application of research methodology to the real world, as well as showing how to effectively communicate findings and recommendations. This resource provides dozens of case examples and close attention to clearly explaining all facets of market analysis. Part one discusses research and methodologies, including primary and secondary data and integrative research. Part two explores market analysis and assessment, including marketing assessment for development planning and assessing focal points and intuitive techniques. The third part helps the reader apply their learned research into strategies. The final section explains market analysis planning and communications, including preparing a research-based business review and the effective presentation of research findings. The text provides appendixes of essential data, and a helpful glossary of terms. Topics in Handbook of Marketing Research Methodologies for Hospitality and Tourism include: qualitative market analysis techniques and applications quantitative market research and analysis techniques and applications approaches to organized site selection studies, market studies, and project feasibility studies identification of the processes and sources for key market data for projects, markets, and sites presentation and communication techniques and strategies for market analysis and research findings the relationship of market analysis and research to marketing and development strategy selection and more! Handbook of Marketing Research Methodologies for Hospitality and Tourism is a perfect resource for upper-level undergraduate students and graduate students in hospitality colleges and schools; hotel and restaurant development and market research personnel in hospitality corporations; and market research firms serving the hospitality industry.

Market Research Handbook

Author: ESOMAR
Publisher: John Wiley & Sons
ISBN: 9780470517932
Size: 48.74 MB
Format: PDF, ePub
View: 289
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Market Research Handbook from the Author: ESOMAR. The fifth edition of what was formerly know as The ESOMAR Handbook of Market and Opinion Research has been completely revised to reflect the latest approaches in the rapidly changing world of professional market research. The new Handbook stands out from earlier editions by explaining the latest research techniques and methodologies within a contemporary business context. Yet it remains an invaluable and practical day to day reference work for the modern market researcher. Truly international in outlook and approach, the Handbook combines contributions from over 40 research thought leaders and specialists from across the world including the UK, US, Europe, Australia and S.E.Asia. "The editors and authors make an overdue contribution to bridging the Theory-Practice divide. Their client perspective will delight, inform and inspire market research specialists and users alike." —Prof. Seán Meehan (Switzerland), Martin Hilti Professor of Marketing and Change Management, IMD – International Institute for Management Development

Handbook Of Qualitative Research Methods In Marketing

Author: Russell W. Belk
Publisher: Edward Elgar Publishing
ISBN: 1847204120
Size: 44.38 MB
Format: PDF, ePub, Mobi
View: 4860
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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.

Handbook Of Research On Customer Equity In Marketing

Author: V. Kumar
Publisher: Edward Elgar Publishing
ISBN: 1781004986
Size: 48.63 MB
Format: PDF, Docs
View: 3000
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Handbook Of Research On Customer Equity In Marketing from the Author: V. Kumar. Customer equity has emerged as the most important metric to manage firm performance. This Handbook covers a broad range of strategic and tactical issues related to defining, measuring, managing, and implementing the customer equity metric for maximizin

Handbook Of Research On User Interface Design And Evaluation For Mobile Technology

Author: Lumsden, Joanna
Publisher: IGI Global
ISBN: 9781599048727
Size: 20.82 MB
Format: PDF, ePub
View: 1020
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Handbook Of Research On User Interface Design And Evaluation For Mobile Technology from the Author: Lumsden, Joanna. "This book compiles authoritative research from scholars worldwide, covering the issues surrounding the influx of information technology to the office environment, from choice and effective use of technologies to necessary participants in the virtual workplace"--Provided by publisher.