'The whole point of market research is to understand consumer behaviour and decision making. In the early days of the industry there was very limited science or technology available to support researchers and their clients in this quest - but we made the best of what there was, and developed pragmatic approaches, based on the thinking of the time. Now, with hugely improved science and technology available, how do responsible researchers and decision makers decide how and when to use new approaches like mobile? How do you separate the real from the hype, the wheat from the chaff? We all need to be able to make good decisions about our research methodologies, not be drawn into having to test every new fashion for ourselves. The Handbook of Mobile Market Research cuts through this dilemma by presenting current thinking clearly, comprehensively, and completely objectively. Armed with this knowledge you will be able to adopt mobile research methodologies appropriately, and with confidence, knowing what you're gaining, and the potential downsides. If only keeping up with all new thinking was this easy!' --Phyllis Macfarlane, Training in Africa Programme Manager, GfK Verein, and former Chairman, GfK NOP 'Ray Poynter does it again in The Handbook of Mobile Market Research , this time with the aid of co-authors Sue York and Navin Williams. Drawing upon decades of study in the methods of market research practice, Ray, Sue, and Navin clarify the manner in which mobile devices are changing market research today and will continue to shape it in the future. The book incorporates social media, big data, and other technology of our times to provide a detailed reference document of applications and implementation practices for mobile research.
Most importantly, it provides what is the most comprehensive summary of research-on [mobile]-research available in the industry today. This book has something to offer researchers irrespective of their role - from methodologists to CEOs.' --Leslie Townsend, President, Kinesis Survey Technologies.