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

ISBN: 978-0-470-71040-1
462 pages
September 2010
The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers (0470710403) cover image


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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Table of Contents

Foreword ix
By Finn Raben

Introduction xi

PART 1 Online Quantitative Survey Research

1 Overview of Online Quantitative Research 3

2 Web Survey Systems 16

3 Designing Online Surveys 31

4 Working with Panels and Databases 66

5 Running an Online Survey and Summary 88

PART II Qualitative Research

6 Overview of Online Qualitative Research 107

7 Online Focus Groups 116

8 Bulletin Board Groups and Parallel IDIs 132

9 Other Online Qualitative Methods and Summary of Online Qualitative Research 151

PART III Social Media

10 Participatory Blogs as Research Tools 163

11 Online Research Communities/MROCs 176

12 Blog and Buzz Mining 221

13 Other Social Media Topics and Summary 243

PART IV Research Topics

14 Specialist Research Areas 261

15 Website Research 282

16 Research Techniques and Approaches 322

17 The Business of Market Research 340

PART V Breaking News!

18 NewMR 367

19 Trends and Innovations 378

20 An Overview of Online and Social Media Research 391

Glossary 403

Further Information 417

References 421

Acknowledgements 427

Index 431

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Author Information

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.
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