Poynter R., Williams N., York S. The Handbook of Mobile Market Research: Tools and Techniques for Market Researchers

John Wiley and Sons, 2014. — 312 p.The first book on the market that focuses on the area of mobile researchMore people have mobile phones than have computers or land lines and for several years researchers have understood that data collection needs to become mobile. Up until now, there were no systems available to do so, fuelled by incompatibilities between systems, lack of suitable systems, lack of understanding in terms of how to use mobile and too many organizations trying to put old fashioned surveys into the mobile world without confronting the changes that need to be made, e.g. shorter surveys. The premier guide to mobile market research The Handbook of Mobile Market Research is the first guide to focus exclusively on the use of mobile technology in market research.