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’...a fantastic book that answers just about every question you could possibly have regarding any type of internet–based research.’ (Resoner.nu, October 2010).
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“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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I'd recommend this book if you need an easy to use reference guide in this area, a good tome, that's easy to read and not over the top to have on your desktop.
This book is aimed primarily at people with a background in quantitative and qualitative research and a good grounding in the vocabulary of internet techniques. It covers vast amounts of material, and expects you to have a basic grasp of the approaches beforehand in doing so. The ten pages of resources and references at the end of the book are an indication of the seriousness of its intent.
Online research is today in something of the same position as project management ten years ago. We now all have the tools freely available -- SurveyMonkey, TweetDeck and BBS enabled websites -- in much the same way that general managers discovered Microsoft Project in the 1990s. But, in a similar vein, our access to the tools does not make us online researchers, any more than Microsoft Project made us project managers. Without an underlying education in and theoretical understanding of the subject, we will be producing results which look like real research results, just as our Gantt charts and PERT diagrams looked like highly organised project plans, but the reality will be that they have little value.
This book goes a very substantial way to addressing this issue, and I welcome it and recommend it to anyone for whom online research is a professional necessity, rather than a hobby. It will doubtless be out of date in two years time, overtaken by the newest online media fad, but, for now at least, it is a really substantial contribution to a field most often characterised by poorly conducted studies based on invalid assumptions.
Strongly recommended.
It does *exactly* what it says on the tin, but is too short and impractical to be a complete lesson for a budding planner, and too detailed for the amateur. The biggest problem it faces is the massively changing world of social media. While some of the principals will remain, broadly-speaking, the same, others will have to adapt to new situations and concepts brought forward, eg the approach taken to global networks, changes to advertising paradigms on content platforms such as YouTube etc.
But these expectations are too much to heave on the shoulders of one book. If you adopt this as a primer with a career in mind or already under way, you won't regret it. Do, however, keep yourself up-to-date by supplementing yourself with online and practical knowledge sources (articles, case studies, webinars etc).
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