This book is written by a marketing research expert. However it has managed to be indepth and instructive without being excessively academic in tone. The handbook covers all aspects of online market research so the social media aspect is smaller than the title would suggest,but the advice that it does offer is top-notch. If you are a researcher the book is idea. However if you work in social media and were looking for a more indepth dive into marketing research within social media you maybe disappointed.