Developing Online Surveys to Conduct Market Research

Marketing research can effectively provide the information all businesses need regarding prospective and existing customers as well as the competition.  Developing an online survey tool is one method of marketing research that can help determine the feasibility of a new product/service before committing substantial resources.  In this session, a step-by-step approach to developing and executing an online survey project is offered.  You’ll see how to plan your survey strategy, identify the target or sample group, design questions that don’t lead a response, collect the data and then analyze the responses.

In this session you will:

• Gain an understanding of the use and importance of market research.
• Gain tips and techniques to improve response.
• Explore qualitative and quantitative research methodologies.
• Learn about traditional and nontraditional methodologies and when to consider using each.
• Explore case studies that demonstrate the process, usefulness and result.
• Learn the benefits and usefulness of do-it-yourself free and affordable online tools.

Learning Objectives

1. Market research methodologies and the pros/cons of each.
2. Online survey design do’s and don’ts.
3. How, when and why to create an online survey.

Colleen Moore Mezler is the President & CEO of Moore Research Services, Inc.  Colleen is a second generation researcher and seasoned professional with over 25 years in the market research industry.   Mezler has significant experience in both quantitative and qualitative research which has made Moore Research a reputable global research company.  Mezler is a past President for the Marketing Research Association (MRA) and is also certified by the MRA as an expert in market research.