The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers / Edition 1

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Overview

Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why traditional research is broken, both in theory and practice, and includes chapters on online research communities, community panels, blog mining, social networks, mobile research, e-ethnography, predictive markets, and DIY research.

“This handbook fills a significant learning gap for the market research profession and Ray Poynter has once again proven that he is a guiding light. The practical and pragmatic advice contained within these pages will be relevant to new students of research, young researchers and experienced researchers that want to understand the basics of online and social media research. Ray’s views on ‘how to be better with people’ and ‘how to maximise response rates’ are vital clues that are likely to shape the future of market and social research.”
Peter Harris, National President, Australian Market and Social Research Society (AMSRS).

 “It’s hard to imagine anyone better suited to covering the rapidly changing world of online research than Ray Poynter. In this book he shows us why. Whether you are new to online or a veteran interested in broadening your understanding of the full range of techniques—quant and qual—this book is for you.”
Reg Baker, President and Chief Operating Officer, Market Strategies International

 “Finally, a comprehensive handbook for practitioners, clients, suppliers and students that includes best practices, clear explanations, advice and cautionary warnings. This should be the research benchmark for online research for some time. Poynter proves he is the online market research guru.”
Cam Davis, Ph.D., former Dean and current instructor of the online market research course for the Canadian Marketing Research and Intelligence Association

 “Ray Poynter’s comprehensive, authoritative, easy to read, and knowledgeable handbook has come to our rescue ... it is a must read for anyone who needs to engage with customers or stakeholders in a creative, immediate and flexible way that makes maximum use of all the exciting, new technology now open to us. Market researchers need to know this stuff now. I can guarantee that anyone who buys the book will find it a compelling read: they will be constantly turning to the next page in order to find yet another nugget of insight from Ray’s tour de force.”
Dr David Smith, Director, DVL Smith Ltd; Professor, University of Hertfordshire, Business School  

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Product Details

  • ISBN-13: 9780470710401
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 10/12/2010
  • Edition number: 1
  • Pages: 464
  • Product dimensions: 6.90 (w) x 9.70 (h) x 1.40 (d)

Table of Contents

Foreword

Introduction Finn Raben Raben, Finn

Part I Online Quantitative Survey Research Finn Raben Raben, Finn

1 Overview of Online Quantitative Research Finn Raben Raben, Finn 3

2 Web Survey Systems Finn Raben Raben, Finn 16

3 Designing Online Surveys Finn Raben Raben, Finn 31

4 Working with Panels and Databases Finn Raben Raben, Finn 66

5 Running an Online Survey and Summary Finn Raben Raben, Finn 88

Part II Qualitative Research Finn Raben Raben, Finn

6 Overview of Online Qualitative Research Finn Raben Raben, Finn 107

7 Online Focus Groups Finn Raben Raben, Finn 116

8 Bulletin Board Groups and Parallel IDIs Finn Raben Raben, Finn 132

9 Other Online Qualitative Methods and Summary of Online Qualitative Research Finn Raben Raben, Finn 151

Part III Social Media Finn Raben Raben, Finn

10 Participatory Blogs as Research Tools Finn Raben Raben, Finn 163

11 Online Research Communities/MROCs Finn Raben Raben, Finn 176

12 Blog and Buzz Mining Finn Raben Raben, Finn 221

13 Other Social Media Topics and Summary Finn Raben Raben, Finn 243

Part IV Research Topics Finn Raben Raben, Finn

14 Specialist Research Areas Finn Raben Raben, Finn 261

15 Website Research Finn Raben Raben, Finn 282

16 Research Techniques and Approaches Finn Raben Raben, Finn 322

17 The Business of Market Research Finn Raben Raben, Finn 340

Part V Breaking News! Finn Raben Raben, Finn

18 NewMR Finn Raben Raben, Finn 367

19 Trends and Innovations Finn Raben Raben, Finn 378

20 An Overview of Online and Social Media Research Finn Raben Raben, Finn 391

Glossary Finn Raben Raben, Finn 403

Further Information Finn Raben Raben, Finn 417

References Finn Raben Raben, Finn 421

Acknowledgements Finn Raben Raben, Finn 427

Index Finn Raben Raben, Finn 431

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