Next Generation Quantitative Tools: Online Innovations, Mobile, Best Practices (RM04)
Seminar by
Burke Institute
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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.
- When to consider online qualitative research, including in-depth interviews, bulletin board sessions and online focus groups.
Outline
----- First Day -----
08:30 AM - 08:45 AM Introduction
08:45 AM - 10:00 AM Session 1
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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 Break
10:15 AM - 12:00 PM Session 2
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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
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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 Break
-
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
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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
10:15 AM - 12:00 PM Session 6
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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
01:15 PM - 02:45 PM Session 7
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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
02:45 PM - 03:00 PM Break
03:00 PM - 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
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Experience our unequalled commitment to excellence by attending one of 20+ highly acclaimed marketing research seminar offerings or combine a group of courses into a unique customized program for your organization.
Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.
SEVEN REASONS FOR SELECTING OUR SEMINARS
When you attend our seminars, you participate in more than an exciting, on-target learning experience. You learn from what we have learned as the most experienced marketing research training organization in the world. We deliver:
Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.
SEVEN REASONS FOR SELECTING OUR SEMINARS
When you attend our seminars, you participate in more than an exciting, on-target learning experience. You learn from what we have learned as the most experienced marketing research training organization in the world. We deliver:
Breadth
You can choose from a wide range of seminar topics to meet your continuing educational needs. Participants can select a sequence of seminars which offer coordinated state-of-the-art training with increasing levels of sophistication and depth in the chosen area. This eliminates the duplication and conflicting content which often results from attending disjointed seminars from different sources.
Commitment
We are fully committed to making each seminar a memorable learning experience - before, during and after the seminar. Our staff provides highly personalized assistance in selecting the best programs (ours or others) for your needs. And our seminar leaders are available to you to answer technical questions long after the seminar has ended. ...
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