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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781118935767
· 쪽수 : 312쪽
목차
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