Leveraging Market Research on the Web

Product Code: NEXTEKMKTRES Overview This one-day instructor-led course includes self-paced and instructor-facilitated components. It provides students with the knowledge and skills to successfully apply Market Research to the wider and more accessible features of the virtual world. It shows how to plan, implement, and evaluate primary market research from questionnaire design through to analysis and evaluation. It shows how to explore the opportunities for secondary market research on competitive information, market statistics and sources and background material. International dimension of web based market research are discussed throughout. As cost and statutory limitations inhibit conventional market research techniques, the Internet offers a new way to explore both consumer and business market characteristics. Objectives At the end of the course, students will be able to: Prepare a market research proposal that uses the Internet Recruit a set of respondents over the Internet Prepare a questionnaire suitable for use on the Internet Collect and analyse both quantitative and qualitative data from the research programme. Prepare questionnaires for on-line use. Recruit respondents for on-line research Work with profiles, samples and quotas. Work towards good fulfilment rates Analyse questionnaire results Check validation of questionnaire responses over the Internet Use Competitive information from competitors on the Internet Use Competitive information from others on the Internet Use Market statistics on the Internet Use Web searching for organic market data and opinions. Audience This course is appropriate for those in marketing and market research departments who wish to be introduced to, or refreshed in methods of doing market research on the Internet. Prerequisites Professionals who take this course should meet the following entry criteria: Have experience of using Microsoft Windows, Microsoft Internet Explorer and Microsoft Office products.

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