Conducting market research online has come into its own in recent years and in many cases can be the optimal way to collect information. Using an online survey can be a speedy and cost-effective means of gathering information to support business decisions and validate marketing strategy.

Recent developments have enabled greater sophistication in questionnaire design resulting in improved success in engaging the target audience. It is vital to ensure a clearly designed research brief, ensure the sample is appropriate, ask the right questions and ensure that actionable insights are delivered. This course will help you to judge when an online survey represents the optimal choice and provide guidance on the steps that will improve the outcome to deliver on the objectives of the project.

In addition to online surveys, this course will also cover the use of virtual meeting platforms such as Zoom, Microsoft Teams, Google Hangouts and Skype, that have enabled personal interviews to be conducted remotely with a number of associated benefits. The course will also provide guidance on the optimal use of video call platforms for market research, whether for one on one interviews or to run online focus groups.

Who should attend?

Those responsible for conducting or commissioning market research and want to understand the best practice online approaches.

Learning outcomes

  • The advantages of online surveys
  • The 10 steps to conducting an online survey
  • How to specify research objectives
  • Coding and analysis of open-ended questions in online surveys
  • Using survey software tools and technology
  • Tips for designing effective questionnaires
  • Using online panels and communities for market research
  • How to analyse and report on research findings
  • Best practice guidelines when conducting online research

Course Dates

Start Date Duration Location
No Course Dates Available

Course Director

Jean Sutton

Jean Sutton has been a member of the CIM Expert Delivery Team for over 20 years. She runs a market research agency -Actionline Research & Training ltd conducts projects for both B2B and consumer research and regularly conducts online surveys. Clients are drawn from public and private sector including government departments, not for profit and global players. Jean is a practitioner who provides advice for companies- small and large- in developing their marketing strategy for home and export markets. She has completed over 150 projects to date. The projects Jean has been involved in have included consumer studies, business to business and professional services projects- including those conducted on behalf of charities and the public sector. Research studies are typically an evaluation of business potential, client satisfaction, diversification or new product development and recommendations regarding marketing strategy.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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