The Handbook of Online and Social Media Research Tools and Techniques for Market Researchers

by Poynter, Ray

• ISBN13: 9780470710401
• ISBN10: 0470710403
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-09-20
• Publisher: Wiley

Summary

The book will become the key reference point for research practitioners and buyers as they move from their security blanket of traditional research, with its outdated notions of science and reliability, into the maelstrom that is unfolding in the post Web 2.0 world of Twitter, community panels, Facebook, and YouTube. It will appeal to market researchers and research buyers looking to understand and utilise the new techniques and tools that the digital revolution has enabled. The book draws together the new techniques available to the market researcher into a single reference and shows, via the use of cases studies, how these innovations are being used by the leaders in the field. Each technique is reviewed in turn, exploring its methodologies, illustrated via case studies, and then assessed in terms of benefits and pitfalls. The book includes chapters on online research communities, community panels, blog mining, social networks, mobile research, e-ethnography, predictive markets, and DIY research. The book also explores why traditional research is broken, both in theory and practice.

Author Biography

Ray Poynter has spent the last 30yrs at the interface between market research, innovation, and technology. He joined the industry in 1978 writing statistical programs on one of the first Apple II computers imported into the UK, and is currently working on a range of projects designed to bring techniques such as blogs, online communities, and Twitter into the market research tool-box.

Table of Contents

Foreword	p. ix
Introduction	p. xi
Online Quantitative Survey Research
Overview of Online Quantitative Research	p. 3
Web Survey Systems	p. 16
Designing Online Surveys	p. 31
Working with Panels and Databases	p. 66
Running an Online Survey and Summary	p. 88
Qualitative Research
Overview of Online Qualitative Research	p. 107
Online Focus Groups	p. 116
Bulletin Board Groups and Parallel IDIs	p. 132
Other Online Qualitative Methods and Summary of Online Qualitative Research	p. 151
Social Media
Participatory Blogs as Research Tools	p. 163
Online Research Communities/MROCs	p. 176
Blog and Buzz Mining	p. 221
Other Social Media Topics and Summary	p. 243
Research Topics
Specialist Research Areas	p. 261
Website Research	p. 282
Research Techniques and Approaches	p. 322
The Business of Market Research	p. 340
Breaking News!
NewMR	p. 367
Trends and Innovations	p. 378
An Overview of Online and Social Media Research	p. 391
Glossary	p. 403
Further Information	p. 417
References	p. 421
Acknowledgements	p. 427
Index	p. 431
Table of Contents provided by Ingram. All Rights Reserved.