|
|
Online Research Best Practices and Innovations
Course Outline and Schedule
|
|
----- First Day -----
|
|
08:30 AM - 08:45 AM Introduction
|
|
|
|
08:45 AM - 10:00 AM Session I
|
|
THE ONLINE RESEARCH EVOLUTION: How and why use of the Internet has altered the way marketing research is conducted; types of research conducted online; online research users and providers; challenges to the continued growth of online research.
|
|
10:00 AM - 10:15 AM Coffee Break
|
|
|
|
10:15 AM - 12:00 PM Session II
|
|
THE ISSUE OF REPRESENTATIVENESS: Concerns about accuracy of data collected online; sources of survey error; the problems with traditional methods; trends within the online population.
|
|
12:00 PM - 01:15 PM Lunch Break
|
|
|
|
01:15 PM - 03:00 PM Session III
|
|
SAMPLING THE ONLINE POPULATION: Purchasing online sample; “river” versus panel samples; online sample providers; 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 IV
|
|
RECRUITING ONLINE RESPONDENTS: Intercepting Website visitors; using your organization’s e-mail lists; creating proprietary panels; writing effective e-mail invitations; avoiding spam filters; incentives; reminders, privacy concerns, and industry rules and standards.
|
|
----- Second Day -----
|
|
08:30 AM - 10:00 AM Session V
|
|
DESIGNING ONLINE SURVEYS: Available survey software; online question formats and when to use them; workshop on evaluating online questionnaires; checklist of “Do’s and Don’ts”; technical and security issues.
|
|
10:00 AM - 10:15 AM Coffee Break
|
|
|
|
10:15 AM - 12:00 PM Session VI
|
|
ADVANCED ONLINE SURVEY DESIGN: Respondent attentiveness; the effect of survey length; how Web survey interfaces can impact results; online survey "intervention".
|
|
12:00 PM - 01:15 PM Lunch Break
|
|
|
|
01:15 PM - 02:00 PM Session VII
|
|
OPTIMIZING THE ONLINE/OFFLINE MIX: Comparing online study findings with those using more traditional data collection methods; migrating traditional marketing research studies to the online environment; mixed-mode survey options and techniques.
|
|
02:00 PM - 03:15 PM Session VIII
|
|
ONLINE QUALITATIVE AND “WEB-CENTRIC” RESEARCH: Online focus groups and bulletin boards; guidelines for conducting and moderating online groups; online “buzz” measurement, feedback analysis, Internet monitoring, Netnography; Web-site evaluations and usability.
|
|
03:15 PM - 03:30 PM Coffee Break
|
|
|
|
03:30 PM - 04:30 PM Session IX
|
|
EMERGING ONLINE RESEARCH APPLICATIONS: Analysis and reporting tools for online deliverables; emerging online research environments and technology.
|
|
04:30 PM - 04:45 PM Concluding Remarks
|
|
|
|
|
|
What Past Participants Have Said About This Seminar
Verbatim evaluations from participants who have attended the "Online Research Best Practices and Innovations" 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 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, STM
|
|
|
|
|
|
"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,
|
|
|
|
|
|
"I came to the Burke Institute based on the reccomendation of my collegues - I was not disappointed! I would like to see the length of the course increased to 3 days or at least 2.5 - if only to allow more free form discussion towards the end."
|
|
Business Specialist, Vision Service Plan
|
|
|
|
|
|
"The content was very informative and will help me in my position working with online research in my group and as we partner with other internal groups."
|
|
Advertising Project Manager, Wells Fargo Bank NA
|
|
|
|
|
|
"Burke did it again. This is the 4th Burke Seminar and as I indicated these have been some of the best seminars I have attended."
|
|
Marketing Specialist, USPostal Service
|
|
|
|
|
|
"Once again an excellent seminar with an excellent presenter."
|
|
Programs Research Analyst, Citrix Systems
|
|
|
|
|
|
"In the two days of the seminar, I felt like a lot of material was covered that provided a broad overview as well as specific techniques to enhance my future work."
|
|
, Motorola, Inc
|
|
|
|
|
|
"I loved the presentation of the research Burke conducted to back up the content. For example, the research behind using the trap questions to improve responses."
|
|
Senior Research Analyst, CareFirst BlueCross BlueShield
|
|
|
|
|
