The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers (Hardcover)

Ray Poynter

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商品描述

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  

商品描述(中文翻譯)

《網路與社群媒體研究手冊》將市場研究人員所能使用的新技術整合成一本參考書,探討這些創新技術如何被該領域的領導者所應用。這本開創性的參考書檢視了傳統研究在理論和實踐上的問題,並包含了關於網路研究社群、社群面板、部落格挖掘、社交網路、行動研究、網路民族誌、預測市場和自助研究的章節。

「這本手冊填補了市場研究專業中的重要學習空白,雷·波因特再次證明了他是一位指引之光。這些頁面中所包含的實用和務實建議對於新的研究學生、年輕研究人員和希望了解網路和社群媒體研究基礎的經驗豐富的研究人員都具有相關性。雷對於『如何更好地與人相處』和『如何最大化回應率』的看法是重要的線索,可能塑造市場和社會研究的未來。」──彼得·哈里斯,澳大利亞市場和社會研究協會(AMSRS)國家主席

「很難想像有人比雷·波因特更適合涵蓋快速變化的網路研究世界。在這本書中,他向我們展示了為什麼。無論你是初次接觸網路還是老手,都對擴大你對各種技術(定量和定性)的理解感興趣,這本書都適合你。」──雷格·貝克,Market Strategies International總裁兼首席運營官

「終於,一本為從業人員、客戶、供應商和學生提供最佳實踐、清晰解釋、建議和警示的綜合手冊問世了。這將成為網路研究的基準一段時間。波因特證明了他是網路市場研究大師。」──卡姆·戴維斯博士,前加拿大市場研究和情報協會網路市場研究課程主任和現任講師

「雷·波因特的全面、權威、易讀且知識豐富的手冊來拯救我們...這是任何需要以創意、即時和靈活方式與客戶或利益相關者接觸的人必讀的書籍,最大限度地利用我們現在可以使用的所有令人興奮的新技術。市場研究人員現在需要了解這些內容。我可以保證,任何購買這本書的人都會發現它引人入勝:他們將不斷翻閱下一頁,以尋找雷的見解中的另一個寶藏。」──大衛·史密斯博士,DVL Smith有限公司董事,赫特福德郡大學商學院教授