Digital Market Research (B105)

Results of studies of the top CEO’s in the world indicate that one of the current challenges of generating valuable market research is the challenge of insuring the research team member’s possess and utilize critical thinking skills. By making use of various media, mining and delivery tools & techniques, Digital Market Research Strategies is designed to foster cognitive and real world skills in digital market research. This course creatively applies Multiple Intelligences (MI) Learning Theory methodologies to help students gain a comprehensive understanding of how to strategically develop and deploy Digital Market Research projects.

The course implements a Kaizen-centric approach to teaching the students to engage in a disruptive Digital Market Research process by teaching them to plan tradition and “Next Generation” market research projects, which strategically, dynamically and perpetually uncover unmet as well as real-time, emerging market needs.

Digital Market Research Strategies emphasizes the problem solving and critical thinking skills used to plan, as well as to implement and evaluate the results of online market research project deployments and data. Students will develop skills in several major instructional areas, including formulating a digital research design, data mining & collecting, reporting, analyzing market research data and evaluating research project results.

Students refine and utilize critical thinking skills to analyze a problem; plan, create, and execute a project plan; apply technology to acquire, organize, analyze and present information; apply sound theoretical principles and practices to a digital research project; create, organize, apply, and process information to derive results; choose ethical courses of action; identify activities and prioritize workflows based on time and resources; and utilize the combination of tradition / “Next Generation” Market Research technology and critical thinking skills to deliver valuable market research outcomes which create customer loyalty for the researching entity.

Applicable Job Roles: webmasters and web content managers.

Outline

Week 1 – What is Digital Market Research? – WHY You Should DO THE RESEARCH? - INITIATE

Understanding Market Research versus Marketing Research
Understanding the Major Types of Market Research
- Traditional vs. Digital Market Research
Strategically Structuring Your Market Research Project
Identifying Your Research GOALS (What is the Business Need)
Pinpointing the needs of your desired segment(s)
Selecting the right Types of Digital Market Research:
- Primary research versus secondary research
- Product, Brand, Psychological, Database
- E-Communities, Media Monitoring,
Listen, Analyze, Understand, Engage
- Understanding Rationale (know your competition and your industry)/Assumptions (the basis of your research)
  - Learn and Understand your customer
    - Who, What, When, Why and How?
  - Know your Industry and Competition
    - B2C versus B2B
      - Qualitative versus Quantitative
- Determining Demographics:
Budget Considerations
CASE STUDY: Identifying the Market Research Business Need

Week 2 – Create Business Need–centric Research Project Design - PLAN

Overview – Digital Market Research Strategy Design

Tradition and “Next Generation” Digital Market Research

Digital Market Research Design via test marketing and experiments
Optimize your Audience and Sample Size
E-Community, Co-Creation and Advocacy
Online Quantitative/Qualitative Research
To Gantt chart or to chart dynamically and graphically or maybe a little of everything.
HANDS-ON Exercise: Produce a Digital Market Research Plan that support the Business Need

Week 3 – Digital Market Research Strategies and Tools – ASSUMPTIONS and RATIONALE

“Knowledge is Power” – Researching Your Market
Market Scope
Digital Market Research Tools and Techniques
Apply ethical integrity in a market research project
ESOMAR 26 code of conduct in online research Compliance
User Experience (UX) “Friendly” Digital Market Research Strategies – more Co-Creation
HANDS-ON Exercise: Students engage in a Digital Market Research Exercise

Week 4 – CONTROLLING DATA COLLECTION and ANALYTICS REQUIREMENTS –BIG DATA

Analyzing data collection methods based on the TRIPLE CONSTRAINTS (time, cost and quality)
Understanding Data Sources:
- Primary – directly from the source
- Secondary – from previously published research
  - (Web searches, online questionnaires, customer feedback, your future business prospects, focus groups, etc…)
- Co-creation – part of the entire Digital Marketing DNA workflow
Plan For your Collective Data Progress Tracking
Big Data – Define, mine, combine, and perpetually refine.
Advanced Analytics: multi-source (e-listening reports, online qualitative surveys, CRM Dbases, etc…) data synthesis.
CASE STUDY: Analyzing data requirements for a Strategic Digital Market Research Project.

Week 5 – Segmentation Research (The Science of Segmenting Your Market) - DUE DILIGENCE

Understanding the Voice and Mind of The Customer
- Getting intimate with your Product(s)/Service(s) Buyers
  - Current and Potential
- Optimizing your Net Promoter Score (NPS)
Implementing the Engagement (Compelling, Informative, Educational)
Understanding the “Art and Science” Analyzing your data
Hitting your Target Audience with Bulls-eye Accuracy
- Zooming in on the proper demographic group
Applying statistical analysis concepts in digital market research
CASE STUDY: Students engage in a Due Diligence Exercise – Discuss a scenario and recommend an appropriate and synergistic digital market research segmentation, collection and analytics strategy

Week 6- REPORTING (Presentation and Recommendation) – Evaluate a Market Research Project

Use your Analytics-centric Outcomes to Speak to the Voice of The Customer
Report key findings and recommendations based on the market research
Choice Modeling Consideration
- a. Graphical, Online User Experience(web, video, gamified, mobile, portable,)-Centric
- b. Web, e-Community Visibility
Apply ethical integrity in a market research project
Build Brand Champions
Develop Loyalty Partners
HANDS-ON Exercise: Mini-Capstone Exercise – Create a research presentation

Prerequisites

None

Requirements

There are no additional software requirements for the course. The students' systems should be Internet ready and capable of surfing the web in a timely fashion. Students should have basic computer skills and be able to download files, copy/paste, locate files on their hard drive, use attachments, etc.

Additional Information

At no Additional Cost, Multimedia (Audio/Video/Gaming), content may be used as part of this courses learning resources.

Additional information:

Your place in the course is confirmed by your payment. Introductory courses are intended for students with no experience in the subject matter and are seeking beginner level training.

Refund Policy: Please read our Terms and Refund Policy before registering for this course.

Additional Cost: Book and software might be required for the course. Read the Requirements and Book section for more information. Course fee does not include the book and software cost .

How eClasses Work:Instructors post lectures (text-based, no video or audio), reading selections, and hands-on assignments once a week in the online classroom. Students can discuss the assignments with the instructor and amongst themselves in the classroom area. This format has no set meeting time, which allows students to attend class at a time most convenient to them, yet still provides logically organized communication between class participants. Students can apply for the completion certificate after finishing the class.

Price:

$240.00

Item No.:

B105

Instructor:

Michael Crawley

Open Courses: No other sessions are scheduled for this course. You can add to your wish list and you will be notified when other sessions are scheduled.

Instructor's Profile

Michael L. Crawley, MBA, PMP has 20+ years of information technology experience. In addition, Michael has been engaged in internet, digital multimedia production, training, e-learning, gamification and e-Commerce project delivery since the inception of PC-based digital media technology. He was instrumental on the internet team that initiated one of the first U.S.-based, Online News Media presences, COX owned and ABC affiliate WSOC TV, Channel 9 in Charlotte, North Carolina - http://www.wsoctv.com/ . The Charlotte affiliate came online just days before its Atlanta counterpart, WSB-TV. Michael has created and delivered thousands of hours of multimedia/web-based training and information products. He has deployed projects for companies such as Pearson Education, ITT Technical Institute, AT&T, Motient Wireless Communications, Grainger, NSConline, Intelligent Environments, Financial Software Services and Support, Unimed Pharmaceuticals, Vanstar Corporation, Financial Services and Law Groups, Healthcare organizations as well as Entrepreneurial, Executive Suite and C-Level stakeholders to name a few organizations. He manages the delivery of worldwide product training materials including: PPT; web training for Internet, Intranet, Extranet platforms; marketing and technical video delivered via CD; as well as interactive case studies for marketing / sales / VAR. Michael is currently involved in video and animation-based multimedia projects for business, community and spiritual entities. He helps direct and produce as well as to conduct story research, shoots, storyboarding, videography and video editing of multimedia packages. Michael Crawley specializes in e-commerce, gamification and online instructional design and training delivery modalities with an emphasis on streaming multimedia, e-Business, e-Learning as well as the mobile integration of learning and business solutions.

Before you register for this class, please read the Outline, Prerequisites, Requirements, Books, and Refund Policy sections carefully.

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