The Handbook of Online and Social Media Research

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This groundbreaking reference explores new techniques in market research, highlighting their application by industry leaders. It examines the shortcomings of traditional research methods, both theoretically and practically, and covers topics such as online research communities, community panels, blog mining, social networks, mobile research, e-ethnography, predictive markets, and DIY research. The handbook addresses a significant learning gap in the market research profession, offering practical advice relevant to students, young researchers, and seasoned professionals seeking to grasp the fundamentals of online and social media research. Experts emphasize the author's insights on improving interpersonal skills and maximizing response rates as crucial for the future of market and social research. The book serves as a comprehensive resource for practitioners, clients, suppliers, and students, featuring best practices, clear explanations, and cautionary advice. It is positioned as a benchmark for online research, showcasing the author's expertise in the rapidly evolving field. The handbook is deemed essential for anyone engaging with customers or stakeholders in innovative and flexible ways, leveraging new technologies. Readers are encouraged to explore the wealth of insights presented throughout the text.