Burke Institute Seminars
The Burke Institute presents
 

Next Generation Quantitative Tools: Online Innovations, Mobile, Best Practices On-Site Training

This on-site training class is also available as Public Schedule 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.

Course Description/Agenda


What You Will Learn

In this 2-day seminar on industry best practices for online and mobile research, you will learn:

  • The implications of recent research developments in online/mobile research - including effects associated with survey length, questionnaire layout, and using different data collection methodologies.
  • The nuts-and-bolts of writing effective online/mobile questionnaires, gamification techniques and how to conduct "multi-mode" research.
  • Mobile research - intentional versus unintentional research. What are industry best practices and pros and cons on how these issues may impact the design of your research?
  • 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.
  • Latest developments in biometric research techniques including neuroscience, eye tracking and other methods for gathering information.
  • 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.
  • Panels, river sampling and the use of routers


Course Outline and Schedule

First Day

TIME

SESSION

8:30 - 8:45

Introduction

8:45 - 10:00

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

10:00 - 10:15

Break

10:15 - 12:00

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 - 1:15

Lunch Break

1:15 - 3:00

SESSION 3 - SAMPLING THE ONLINE POPULATION

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

3:00 - 3:15

Break

3:15 - 5:00

SESSION 4 - RECRUITING & MONITORING 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
  • Respondent behaviors: measuring and tracking attentiveness and level of engagement

Second Day

TIME

SESSION

8:30 - 10:00

SESSION 5 - DESIGNING ONLINE SURVEYS (PART 1)

  • Online question formats and when to use them
  • Workshop on evaluating online questionnaires
  • Checklist of "Do's and Don'ts"
  • Dealing with legacy issues from other modes of data collection

10:00 - 10:15

Break

10:15 - 12:00

SESSION 6 - DESIGNING ONLINE SURVEYS (PART 2)

  • 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 - 1:15

Lunch Break

1:15 - 2:45

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

2:45 - 3:00

Break

3:00 - 4:30

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

4:30

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 loved the presentation of the research Burk

 

More Seminar Information

The Burke Institute
Burke Institute Seminars

Delivery Method

On-Site Training On-Site Training

Also Available As

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