The Handbook of Mobile Market Research : Tools and Techniques for Market Researchers.
- 1st ed.
- 1 online resource (312 pages)
Intro -- The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers -- Contents -- Foreword -- Introduction -- Who the Book is For -- The Structure of the Book -- Part I: Mobile Market Research -- Part II: Qualitative and Quantitative Research -- Part III: The Methods and Applications of Mobile Market Research -- Part IV: Researching the Mobile Ecosystem, Ethics, and the Future -- References to brands and services -- Online Material -- Repetition -- A note of thanks -- PART I Mobile Market Research -- 1 Overview of Mobile Market Research -- Introduction -- What Does Mobile Market Research mean? -- Standardized solutions for mobile market research -- Why the interest in mobile? -- 1. The ubiquity of mobile phones -- 2. 'In the moment' -- 3. Putting the 'Smart' in mobile market research -- 4. Passive data collection -- A Brief History of Mobile Market Research -- The International Dimension -- Mobile Quantitative Research -- Unintentional mobile -- Mobile only surveys -- mCAPI -- Mixed-mode studies -- Mobile Qualitative Research -- Mobile Devices and Communities -- The Mobile Ecosystem -- The Challenges of Mobile Market Research -- Shorter surveys -- The cost efficiency of PC-based online surveys -- Limitations of the devices -- Variability of mobile devices -- Achieving participant cooperation -- Ethical, regulatory, and privacy concerns -- The Future for Mobile Market Research -- 2 Mobile Research in Action -- Introduction -- Retail Research -- Understanding shopping trips and processes -- Face-to-face customer research -- Retail audits -- Mobile shopping -- Mystery shopping -- The future of mobile market research and retail -- Customer Experience and Satisfaction Research -- Capturing experiences -- Bias and capturing experiences -- Event triggered satisfaction surveys -- Location triggered satisfaction surveys. Alert/timer triggered satisfaction surveys -- Taking experience and satisfaction further -- Advertising Testing -- Tracking Brands and Advertising -- Product Testing -- In use testing -- Advanced Quantitative Research -- Creating mobile friendly and mobile specific advanced quantitative research -- B2B (Business to Business) Research -- Sampling issues -- Variations in mobile devices -- Ethics and intellectual property rights -- Summary -- 3 The Technology of Mobile Market Research -- Introduction -- Types of Mobile Devices -- Smartphones -- Feature phones -- Market research and feature phones -- Tablets (including PDAs and phablets) -- The link between devices and mobile market research -- Connecting with Mobile Participants -- Mobile web or mobile internet -- SMS/Text -- Mobile voice -- Mobile applications -- The Mobile Ecosystem -- Mobile service providers -- Device manufacturers and brands -- Third-party service providers -- The Features of Mobile Phones -- 1. Studies via SMS and MMS -- 2. Studies via mobile web -- 3. Studies via apps -- Mobile Operating Systems -- Android -- Apples iOS -- Microsoft Mobile Phone OS -- BlackBerry -- Symbian -- Operating system overview -- Location-Based Services -- Geolocation uses -- Different ways of finding the location of a mobile device -- The limitations of outdoor geolocation -- Key Issues and Strategies for Mobile Market Research -- Summary -- PART II Qualitative and Quantitative Research -- 4 Mobile Qualitative Research -- Introduction -- The benefits of mobile qualitative research -- Different Types of Mobile Qualitative Research -- Connecting from mobile -- Participant research -- 'On the shoulder' -- Using mobiles in conventional qualitative research -- Other uses of mobile devices for qualitative research -- The Role of Different Mobile Devices in Qualitative Research -- Feature phones -- Smartphones. Tablets -- Key Issues Surrounding Mobile Qualitative Research -- Analysis -- Data overload -- Practical tips for working with video -- Analysis skills shortfall -- Mobile costs -- Recruiting and briefing participants -- Focusing on a technology sub-group -- Ethical and legal considerations -- Participants -- Third parties -- Clients -- Designing and Implementing Mobile Qualitative Projects -- Summary -- 5 Mobile Forums and Online Focus Groups -- Introduction -- Mixed-mode research -- Forums and Discussions -- Mobile discussions and forums -- Market research discussions and forums -- Locating discussions and forums within the wider social media context -- Creating mobile friendly discussions and forums -- Creating mobile tasks for forums and discussions -- Creating mobile specific forums and discussion -- Including non-internet elements in forums and discussions -- Analysis of forums and discussions -- Focus Groups -- Ensuring online focus groups are mobile friendly -- Voice only focus groups -- Analysis of mobile friendly focus groups -- Depth Interviews -- Parallel depth interviews -- Ethical and Legal Considerations -- Summary -- 6 Mobile Diaries and Ethnography -- Introduction -- Mobile Ethnography -- 1. A definition of ethnographic data -- 2. The difference between ethnography and ethnographic data -- 3. Collaborative ethnography -- 4. Compensating for differences in device familiarity -- 5. Mixed-mode approaches to mobile ethnography -- Mobile Diaries and Blogs -- Methods of recording activities -- Research oversight/support -- The difference between mobile diaries/blogs and mobile ethnography -- Shopper Studies -- Research topics -- Triggering participant activity -- Apps or browser-based? -- WE-research -- Passive Tracking -- Practical Advice -- Ethics and safety -- Recruiting participants -- The duration of projects -- Briefing participants. Supporting participants -- Analysis -- Selecting a research platform -- Summary -- 7 Mobile Quantitative Research -- Introduction -- Modes of data collection -- Mobile is big business -- Developed and emerging markets -- Defining Quantitative Mobile Market Research -- The relationship between devices and research -- Mobile phones -- Tablets -- Apps versus Web -- Active versus passive data collection -- Mobile Specific Projects -- Why mobile only? -- Mixed-Mode Studies -- Different modes can create different data -- Intentional and unintentional mixed-mode studies -- Passive data collection and mixed mode studies -- Multiple modes per participant -- Connecting with Participants -- Mixed-mode online studies, via PC and mobile -- Mobile only, online surveys -- Mobile only, app-based surveys, and passive data -- Panels and Communities with Apps -- Summary -- 8 Designing and Conducting Mobile Surveys -- Introduction -- Online Mobile Surveys -- Panels, lists, and communities -- Survey platforms -- One stop solutions -- Designing for Mobile -- The length of the survey -- Optimizing for mobile or for comparability? -- Fitting questions onto the screen -- Fitting the style of the device -- Fitting to the available bandwidth -- Data about the survey process -- Managing Mobile Studies -- Testing -- Launching -- Monitor and support -- Analysis -- Converting Studies to Mobile -- Sample and mode effects -- Converting from face-to-face -- Converting from CATI -- Converting from online surveys designed for PCs -- Mixed-Mode Surveys -- Optimizing the platforms or minimizing the differences -- 'Unintentional' mobile research -- Good practices with restricting access to an online survey -- Surveys and Apps -- Using third-party apps -- Which is best, app or browser? -- Surveys and Feature Phones -- Other Ways to LaunchInitiate Surveys -- Survey design. Custom-Built Solutions -- Summary -- PART III The Methods and Applications of Mobile Market Research -- 9 mCAPI - Mobile Computer Assisted Personal Interviewing -- Introduction -- The benefits of mCAPI -- Historical note -- Case Studies -- mCAPI Considerations -- How will the interviews connect to the internet? -- Whether to use an app? -- Smartphone or tablet? -- Choice of software -- Choosing a specific device -- Project considerations -- Summary -- 10 mCATI - Mobile Computer Assisted Telephone Interviewing -- Introduction -- Understanding CATI -- Random sampling and RDD -- Understanding landlines and CATI -- Generating a sample frame -- Understanding CATI via mobile phones -- Combining Landlines and Mobile Phones, for CATI -- Dual frame samples -- CATI with Mobile Phones -- Special considerations when dialling mobile phones -- Mobile CATI ethics -- General principles -- The Broader Implications for Mobile Market Research -- Summary -- 11 Mixed-Mode Research -- Introduction -- 'Mobile Only' Versus Mixed-Mode -- Phone only studies -- Smartphone only studies -- Tablet only studies -- Different Modes at Different Stages -- Applying mixed-mode thinking to a hypothetical research project -- Designing a Mixed-Mode Project -- The core elements of mixed-mode design -- Qualitative mixed-mode research -- Quantitative mixed-mode research -- Sample frame issues with mixed-mode research -- Mode effects with mixed-mode research -- Checking for mode effects in mixed-mode data -- Summary -- 12 Utilizing Passive Data -- Introduction -- The current status of passive measurement in market research -- Using passive information to trigger an action -- Passive data and ethics -- Tracking Location -- 1. Tracking geographic location -- 2. Tracking location within a site -- 3. Tracking location within a system -- Tracking Device Usage -- Gathering Background Information. Background information about the device.