Course Outline and Schedule

Day 1

8:30 am – 5:00 pm

Introduction

Session 1 –The Online Research Evolution:

• How and why the 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

 

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

 

Lunch

Session 3 – Sampling the Online Population:

• Purchasing online sample
• “River” versus panel samples
• Online “quota” samples
• Concerns about professional panelists
• Balancing and weighting responses

 

Session 4 – Recruiting and 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

 

 

Day 2

8:30 am – 4:30 pm

 

Session 5 – Designing Online Surveys (Part One):

• 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

 

Session 6 – Designing Online Surveys (Part Two):

• 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

 

Lunch

 

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

 

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

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.

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"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

"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."
Programs Research Analyst, Citrix Systems

"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

This course is only available for in-house/on-site presentation. To schedule an on-site presentation, please contact us at 800.543.8635 or email us at info@burkeinstitute.com.