VEChannel Event Profile

The DecisionMakers Guide to Reliability and Validity in Onli

Companies of all sizes are turning increasingly to online consumer research to understand the return on their marketing investments and guide decisions large and small from product features, pricing and functions to messaging to targeting key segments. But how can marketers and market researchers be sure that their online studies are providing the level of data reliability that is essential for supporting wise choices in the marketplace? Building internal criteria for assessing research accuracy is essential for anyone who uses online data and can be relatively simple if one knows the key issues and differentiators involved. This valuable session will show you : the essential questions you need to ask any vendor of online consumer research how to balance the quality of an online study to the decisions you plan to make with it how the methods online researchers use for obtaining respondents can dramatically affect research results whether a telephone study can be reliably and costeffectively moved to the Internet why every marketer and researcher needs to be aware of the phenomenon of "professional respondents" All you need to attend is : A 56Kbps Internet connection or better Computer speakers for audio Netscape 4.x or Internet Explorer 4.x (AOL users: AOL 5.0 and above only) Linux Users Please Note: To use the current Java client you will need to update to the latest version of Mozilla 1.7.3. Firefox/Mozilla. Using FireFox. Click Here To Set Up The WebEx Event Manager installed before the event Click Here To Set Up . NOTE: This plugin will not install if your browser has high security settings or you do not have administrative rights on your PC.

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