The handbook of online and social media research: tools and techniques for market researchers

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point for research practitioners and buyers as they move from their security blanket of traditional research, with its outdated notions of science and reliability, into the maelstrom that is unfolding in the post Web 2.0 world of Twitter, community panels, Facebook, and YouTube.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 andpractice.

• ISBN: 978-0-470-71040-1
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 480
• Fecha Publicación: 13/08/2010
• Nº Volúmenes: 1
• Idioma: Inglés