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

Ray Poynter (Author)

Book Description

Publication Date: September 20, 2010 | ISBN-10: 0470710403 | ISBN-13: 978-0470710401 | Edition: 1

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  

Editorial Reviews

Review

‘…contains everything a complete novice dipping into it could need…this book is bound to quickly make itself an indispensible reference.' (MrWeb.com, September 2010). '...a fantastic book that answers just about every question you could possibly have regarding any type of internet-based research.' (Resoner.nu, October 2010).

Product Details

• Hardcover: 464 pages
• Publisher: Wiley; 1 edition (September 20, 2010)
• Language: English
• ISBN-10: 0470710403
• ISBN-13: 978-0470710401
• Product Dimensions: 6.9 x 1.2 x 9.8 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #655,301 in Books (See Top 100 in Books)

More About the Author

Ray is the Managing Director of The Future Place, a thought leadership consultancy based in the UK, but with a worldwide clientele. Ray has spent the last 30 years at the interface between technology, research, and consumers, most recently engaging with social media and writing the recently published Handbook of Online and Social Media Research.

Ray is in frequent demand as a speaker and workshop leader, with gigs so far this year in locations as diverse as London, Toronto, Sydney, Chicago, Stockholm, Berlin, Athens, and Kuala Lumpur. As well as audiences from marketing and marketing research, Ray's events have included speaking to health professionals, fire and rescue services, and several police forces, showing how social media can be used to consult and engage the public, and to MBA students at Oxford University's Saïd Business School.

As well as writing a widely read blog Ray, is well connected and energetic on Twitter, Linked, and Facebook and encourages you to find him there.

You can find out more about the book and its ongoing research at http://hosmr.com/

Most Helpful Customer Reviews

7 of 7 people found the following review helpful

5.0 out of 5 stars A "must read" for anyone interested in the intersection of social media and market research September 19, 2010

By Kathryn Korostoff

Format:Hardcover

When I saw that Ray Poynter had written a book on social media research, I knew I had to get it. Having been a reader of his blog for some time, I know Ray is a true expert--someone with real word knowledge, not just academically interesting theories. His book did not disappoint me. In actuality the book also covers online research in general--defining and outlining the pros and cons of various methods. But for me, it is Part 3 on social media that really makes this book a stand out. He covers the expected topic of social network monitoring--from anecdotal blog monitoring to the use of more full service solutions (though he only lists a few by name, there are at least 10 significant providers at this time). But he also covers the broader aspects of social media research and discusses some of the sensitive topics such as privacy and ethical issues, and implications for the future of the research industry itself.

Some favorite sections:

Chapter 12 "Blog and Buzz mining"
Chapter 16 "Research Techniques and Approaches", which among other things covers the topic of DIY research and the questions of when to do research in-house vs using an outside agency.
Chapter 19 "Trends and Innovations" is a great overview of current 2010 topics--providing great context for anyone planning a market research budget/strategy.

Throughout, the book is very objective and presents a balanced view. Ray consistently points out both the opportunities and the risks associated with various research methods.

2 of 3 people found the following review helpful

4.0 out of 5 stars Great reading for all researchers December 3, 2010

By kelpenhagen

Format:Kindle Edition|Amazon Verified Purchase

This is a comprehensive overview of the on-line research world. Covers areas that most researchers are familiar with like on-line quant and expands into the areas of "new MR". A fantastic reference tool - all researchers involved in on-line, or wanting to know more, should read this book.

5.0 out of 5 stars Useful well written book December 20, 2012

By Sarah B

Format:Hardcover|Amazon Verified Purchase

Market Research is currently going through a paradigm shift. If you work in the industry and are not up on the latest shifts technologies and the potential impact of social media... definitely recommend you read this book. It is a great intro to the new world of Market Research.