The Handbook of Mobile Market Research

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.

Foreword ix Introduction xi PART 1 Mobile Market Research 1 1 Overview of Mobile Market Research 3 2 Mobile Research in Action 16 3 The Technology of Mobile Market Research 32 PART 2 Qualitative and Quantitative Research 53 4 Mobile Qualitative Research 55 5 Mobile Forums and Online Focus Groups 70 6 Mobile Diaries and Ethnography 83 7 Mobile Quantitative Research 103 8 Designing and Conducting Mobile Surveys 120 PART 3 The Methods and Applications of Mobile Market Research 147 9 mCAPI –Mobile Computer Aided Personal Interviewing 149 10 mCATI – Mobile Telephone Interviewing 160 11 Mixed-Mode Research 171 12 Utilizing Passive Data 180 13 Panels, Lists, and Communities 192 14 International Mobile Research 206 PART 4 Researching the Mobile Ecosystem, Ethics, and the Future 223 15 Researching the Mobile Ecosystem 225 16 Ethics, Laws, and Guidelines 237 17 Research-on-Research 246 18 The Evolving Picture 252 Glossary 271 References 279 About the Authors 283 A Note of Thanks 285 Index 000