Description

This training will introduce you to the specificities of Online studies. It will also show you how to carry out this type of study, how to make them both quantitative and qualitative and finally it will allow you to estimate the corresponding budgets.

Who is this training for ?

For whom ?

Marketing Managers. Product or market managers. Directors or managers of quantitative or qualitative studies.

Prerequisites

Training objectives

Identify the different types of online marketing studies and their areas of application

Judging the advisability of launching an online marketing study

Understanding all the budgetary, technical and qualitative elements

Understanding all the budgetary, technical and qualitative elements

Implementing implement appropriate methods and use appropriate tools

Training program

• Know the specificities of online marketing studies
  • The marketing approach: from market knowledge to the definition of the marketing mix.
  • The usefulness of marketing studies in decision-making.
  • The typology of marketing studies: ad hoc studies, subscription studies.
  • The differences in methods, the foundations and the stages of implementing an online studyrnThe importance of studies online in France: history, figures.
  • The ethical principles to respect in an online study.
  • Practical work rnStudy of a marketing problem requiring a study and evaluation of the
• Carry out quantitative online studies
  • Ad hoc studies: the studies favored, discarded, the targets retained.
  • Constitute the sampling frame and set quotas.
  • Design, test, program and send a questionnaire.
  • Analyze, use, restore and interpret the results of quantitative online studies.
  • Know the particularities of access panels, vertical panels, proprietary panels.
  • Practical work Design of an online questionnaire.
• Implement qualitative online studies
  • Analyze online discourse: forums, Facebook pages.
  • Set up synchronous online focus groups.
  • Manage asynchronous web platforms: the Bulletin Board.
  • Set up nominal groups.
  • Carry out individual semi-structured interviews.
  • Analyze, exploit, restore and interpret the results of qualitative online studies .
  • Case study Design of a methodology for setting up a Bulletin Board.
• Undertake online marketing studies
  • Understand the factors for developing online studies.
  • Remove possible obstacles to carrying out online studies.
  • Estimate the budget for quantitative and online studies qualitative.
  • Practical work Request for quote and estimate of the cost of an online study.