Web MR Briefing

Do you want to hear industry views on 'Understanding and Overcoming the Limitations of Web-Based Market Research'? If so, the forthcoming second annual Henry Stewart conference on the subject is scheduled for central London on 26th February.

Focusing on the current realities of online market research, the day promises to provide a step-by-step guide across a number of topics. This will range from effective questionnaire design, recruiting respondents, representative sampling and online qualitative research techniques, to online data collection and presentation, data analysis and the final application of net research.

Also included in the programme will be comprehensively detailed case studies describing senior executives' own experiences in the virtual world. These will attempt to show how they have practically run pilot schemes, undertaken training, successfully implemented research, adapted techniques to online, found receptive respondents, controlled samples and selected software selection. They will also explore issues such as in-house vs. outsourcing, profiling customers, improving customer satisfaction and assessing the efficacy of online advertising.

Most importantly, the case studies should amply illustrate the key net research lessons learned. In this sense, they should address how web-based research would be used again and which elements of online surveys would be done differently in future. The confirmed case study speakers include:

• Philip Bird, Research and Planning Manager MSN
  
• Richard Clarkson, Senior Research Executive Orange
  
• Liz King, Head of Customer Analysis BT
  
• Dr Vassilios Laspias, Chief Operating Officer YouGov.com
  
• Myles Runham, Head of Research Ask Jeeves.

Specific issues under examination will include:

• How to determine when web-based tools should be used.
  
• How to evaluate the reliability and efficacy of web-based research.
  
• Designing of online questionnaires.
  
• Aligning surveys with business objectives.
  
• Improving the quality of web-based market research.
  
• Finding and using the best quality source list.
  
• How to recruit a representative online sample.
  
• Using the Internet and e-mail to attract respondents.
  
• How to use incentives and rewards.

For further information, visit www.henrystewart.com

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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