Training Course Syllabus:

Next Generation Quantitative Tools: Online Innovations, Mobile, Best Practices - Marketing Research Training Seminar

The rules and guidelines for conducting research via the Internet continue to evolve. During this two-day seminar, get up to date with the most recent developments relating to Web surveys and other online marketing research. You will learn:

• How to obtain and develop samples for Web surveys – and ways to reduce concerns that the people responding are not representative of the target population.

• Ways to boost survey response and completion rates, including guidelines on e-mail invitations and use of incentives.

• The different approaches your company can take with respect to survey design, programming and hosting – from doing it all in-house to working with full-service providers.

• The nuts-and-bolts of writing effective online questionnaires, as well as new types of research that the Internet is making possible.

• Implications of recent research on online research – including effects associated with survey length, questionnaire layout, and using different data collection methodologies.

• How to decide when it is appropriate to migrate traditional research studies to the online environment and what to think about if you are considering “multi-mode” research.

• How online reporting and analysis tools are changing the nature of data delivery.

• When to consider online qualitative research, including in-depth interviews, bulletin board sessions and online focus groups.

Next Generation Quantitative Tools: Online Innovations, Mobile, Best Practices
Course Outline and Schedule

----- First Day -----

08:30 AM - 08:45 AM Introduction

08:45 AM - 10:00 AM Session 1

THE ONLINE RESEARCH EVOLUTION: How and why use of the Internet, mobile and other data collection methods are altering the way marketing research is conducted; review and discussion on the various quantitative methods used to collect data; challenges to the continued growth of online research.

10:00 AM - 10:15 AM Coffee Break

10:15 AM - 12:00 PM Session 2

THE ISSUE OF REPRESENTATIVENESS: Sources of survey error; concerns about accuracy of data collected; pros and cons for both the new and traditional methods of data collection; trends impacting the methods used to collect data.

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 03:00 PM Session 3

SAMPLING THE ONLINE POPULATION: Purchasing online sample; “river” versus panel samples; online “quota” samples; concerns about professional panelists; balancing and weighting responses.

03:00 PM - 03:15 PM Coffee Break

03:15 PM - 05:00 PM Session 4

RECRUITING & MOTIVATING ONLINE RESPONDENTS: Intercepting website visitors and company e-mail lists; creating proprietary panels and online communities; writing effective e-mail invitations to increase response rates and avoid spam filters; incentives; reminders, privacy concerns, and industry rules and standards.

----- Second Day -----

08:30 AM - 10:00 AM Session 5

DESIGNING ONLINE SURVEYS (PART 1): Online question formats and when to use them; checklist of “Do’s and Don’ts”; workshop on evaluating online questionnaires; understanding differences from other modes of data collection.

10:00 AM - 10:15 AM Coffee Break

10:15 AM - 12:00 PM Session 6

DESIGNING ONLINE SURVEYS (PART 2): Respondent behaviors: measuring and tracking attentiveness and level of engagement; technical and security issues; how web survey interfaces can impact results; tips and tricks for administering surveys including survey length, measurement scales, and quality control processes; mixed-mode survey options and techniques.

12:00 PM - 01:15 PM Lunch Break

01:15 PM - 02:45 PM Session 7

MOBILE RESEARCH: What is mobile research and how are companies using mobile research; intentional versus unintentional mobile research; app and non-app survey methods; R&D around best practices in mobile research.

02:45PM - 03:00PM Coffee Break

03:00PM - 04:30 PM Session 8

EMERGING ONLINE RESEARCH APPLICATIONS: Survey gamification; virtual tools including interactive formats and layouts; Google consumer surveys and social media; crowdsourcing; latest in Neuromarketing and Biometric research.

04:30 PM - 04:45 PM Concluding Remarks

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Next Generation Quantitative Tools: Online Innovations, Mobile, Best Practices" seminar. Names of evaluators have been left out as a matter of professional courtesy.

The class was great. Gave me the fundamentals of online research needed to start this process in my department.
Research Analyst  Walt Disney World

I learned a lot! I actually learned more than I thought I would because I had some internet research background. Excellent balance between qualitative and quantitative; good overview of all internet options; provides a sound starting point to internet research.
Consultant  Hewitt Associates LLC

Very informative. . . covered a broad range of topics. Good comparisons to traditional research. Thorough.
Project Manager  Market Measures Interactive

Very helpful. Provided comprehensive, detailed overview of trends, methods. On-target with my objectives.
Marketing Research Consultant  American Heart Association

Excellent overview of key considerations and best practices for internet research projects. Very good – covered all the key points.
Sr. Research Analyst  InfoWorld

It was a good equilibrium between contents, case study (workshop) and discussions.
Corporate Adviser – R & D  STCUM

Excellent! Gained some very practical tips on conducting secondary research & primary research on-line (and when it is appropriate). Covered pros & cons of online research as compared with traditional methods.
Corporate Research Consultant  National Capital Commission

Immense – there was a lot of content in the two days – qual vs. quant, groups vs. surveys, advantages vs. disadvantages, etc. Well worth the money. Provided me with a lot to think about.
Project Director  Research House

Very informative – enough detail to be applicable but not too much to be overwhelming.
Independent Consultant

Seminar Summary:

During this two-day seminar, get up to date with the most recent developments relating to Web surveys and learn the when, where, why, and how about online research.  (see full course description)

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