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Next Generation Quantitative Tools: Online Innovations, Mobile, Best Practices  

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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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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)

print this agenda print agenda for the Next Generation Quantitative Tools: Online Innovations, Mobile, Best Practices training seminar

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