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

Name: The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers
Brand: Wiley
Availability: OutOfStock
Rating: 5 (1 reviews)

By Navin Williams

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Description

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

Product details

Edition:: 1
Number of Pages:: 312
Release Date:: 2014-08-29
Publication Date:: 2014-08-29
Publisher:: Wiley
Languages:: Published: English, Original: English
ISBN10:: 1118935624
ISBN13:: 9781118935620
GPSR Manufacturer Reference:: [email protected]
Weight:: 1050 g
Height:: 24.3 cm
Width:: 17.2 cm
Thickness:: 2.7 cm

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