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• 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
      • Information about the world around the participant
      • Media measurement
    • Overview of Passive Monitoring Features
    • Summary
  • 13 Panels, Lists, and Communities
    • Introduction
    • Access Panels
      • The role of the market researcher when working with panels
      • Online access panels
      • Mobile specific panels
      • Unintentional mobile
      • Working with panel companies
      • Panels and apps
    • Customer Lists
      • Inviting participants
      • Drawing a sample
      • Data protection and privacy
      • Screening for device usage
    • Research Communities
      • An overview of research communities
      • Mobile devices and communities
      • Managing mobile communications
      • The continuous nature of communities
      • Uses of mobile market research with a research community
    • Panels versus Lists versus Communities
    • Alternative Sources of Research Participants
    • Summary
  • 14 International Mobile Research
    • Introduction
    • An Overview of Multi-Country Research Studies
      • Globalization
      • Managing international projects
      • Project implementation
      • Different countries, different modes
      • Key issues in international research
      • Special considerations for international qualitative research
    • Designing Multi-Country Mobile Projects
      • Why is the project using mobile market research?
      • What countries are going to be researched?
      • Is mobile a viable option?
      • Understanding the mobile research landscape
    • Implementing International Mobile Market Research Projects
      • Localizing the research
      • Fieldwork
      • Creating a single dataset
      • Data analysis
      • The debrief, report, or presentation
    • Building an International Mobile Market Research Solution
      • Selecting a mobile technology and technology partner
      • Selecting local partners
    • Global Diversity in the Mobile Landscape
      • The ubiquity of mobile phones
      • Mobile diversity
      • Technology, service, and usage differences
    • Summary
• PART IV Researching the Mobile Ecosystem, Ethics, and the Future
  • 15 Researching the Mobile Ecosystem
    • Introduction
    • Non-Market Research Options
      • Usage data
      • A/B testing
      • Agile development
      • Crowdsourcing
      • Usability testing
    • Mobile Devices, Such as Phones, Phablets, and Tablets
      • 1. The best way to offer features
      • 2. What features will be needed in the future?
    • Mobile Telephony and Internet Services
    • Mobile Operating Systems and Apps
    • Mobile Shopping and Commerce
    • Mobile Marketing and Advertising
      • Metrics
      • Researching mobile marketing and advertising
    • Summary
  • 16 Ethics, Laws, and Guidelines
    • Introduction
    • Key Stakeholders in Terms of Privacy and Ethics
    • The Interplay of Laws, Guidelines, and Ethics
      • Laws
      • Guidelines
      • Ethics
    • Conducting Ethical Research
      • Safety concerns
      • Costs and annoyance
      • Personally identifiable information
      • Privacy concerns
      • Data about third parties
      • Informed consent
      • Data security issues
      • Is it market research?
      • Research quality issues
      • Ethics checklist
    • Summary
  • 17 Research-on-Research
    • Introduction
    • Summary of the Research-on-Research Reviewed
  • 18 The Evolving Picture
    • Introduction
    • Technology
      • Location-based services
      • Voice services
      • QR (Quick Response) codes
      • Mobile 3D animation
      • Using sound in research
      • Motion sensor technology
      • Wearable technologies
      • New web and mobile messaging services
    • Society
      • The ubiquity of the mobile phone
      • Multiple mobile subscriptions
      • Mobile devices and the internet
      • SoLoMo
      • Private versus public lives
      • Mobile devices as a resource for shopping
      • Social gaming and sharing
      • Mobile wallets, mobile banking, and micro-credit
    • Methodology
      • Shorter surveys
      • Collaboration and co-creation
      • Professional respondents
      • Observational techniques
    • Practical Issues in Using Emergent Mobile Technologies for Market Research
      • Adoption and penetration?
      • Market research inhibitors
      • Skipping technologies
      • Research agency issues
      • Access panels and communities
      • Research buyers and users
      • Fears of new sources of bias
      • Privacy
      • Technology fragmentation and technology change
    • Keeping in Touch with the Leading Edge
    • Summary
• Glossary
• References
• About the Authors
  • Ray Poynter
  • Navin Williams
  • Sue York
• A Note of Thanks
  • Organizations
  • People
• Index
• EULA

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