Digital Market Research – Course by IWA & eClasses

Level: Beginner
Duration: 6 weeks
Delivery: Online
Certification: Yes
Cost: 240
Course Provider: IWA & eClasses


The course implements a Kaizen-centric approach to teaching the students to engage in a disruptive Digital Market Research process by traditional and next -generation projects,uncovering unmet as well as real-time, emerging market needs.

Digital Market Research Strategies emphasises 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 utilise critical thinking skills to analyse 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.

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 only need to complete the assignment within one week and continue with another assignment in the following week.Students can apply for the completion certificate after finishing the class.

Training Course Content

Week 1

  • What is Digital Market Research?
  • 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
  • DeterminingDemographics:
  • Gender, age, location, income, where they shop, what they do for work and play, number of children, web site visitation, “likes”, navigation patterns, conversations
  • 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

  • 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
  • Graphical, Online User Experience(web, video, gamified, mobile, portable,)-Centric
  • 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

Who Is It For?

Marketing professionals, graduates, website owners, anyone interested in taking a disciplined approach to digital marketing


IWA Members:




About the Provider

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.

Since 1998, eClasses.Org has provided the very best in online training to 200,000 web developers and other professionals. It offers a catalog of 80 online courses covering the breadth of Web work, from HTML to Flash; from CSS to XML. All classes are taught by fellow experts and working professionals in the field, offering an affordable and flexible learning solution with 4 Web certificate programs: web design, programming, IT, and business.

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User Reviews

· October 17, 2018

Very engaging course that uses modern teaching principles to great effect. I loved the practical aspects of it, which helped cement the concepts in my mind.

· November 1, 2018

Covers everything you need to know about digital marketing.

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