A “must read” for anyone interested in the intersection of social media and market research, September 19, 2010

By Kathryn Korostoff –

This review is from: The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers (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.

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