Companies, managers, entrepreneurs and others looking to gain greater insights about external and internal customers can enhance their knowledge of online marketing research by taking an upcoming course at Middle Tennessee State University.

The course, “Online Marketing Research Methods: Developing Online Surveys and Analyzing Respondent Data,” will be taught during a pair of two-hour sessions July 21 and July 28 on the MTSU campus. Registration deadline is July 16.

Dr. Tim Graeff

The purpose of the course is to teach participants to create, administer, manage and analyze results from online marketing research surveys. Dr. Tim Graeff, marketing professor and director of the Office of Consumer Research in the Jennings A. Jones College of Business, will teach the course.

“In today’s economy, it is increasingly important that businesses — large and small — get to know their customers,” Graeff said. “The key to marketing is being able to develop relationships that result in loyal customers who eventually become brand advocates. And, getting to know your customers is key to establishing those relationships.

“Online surveys are a quick and effective means of connecting with, obtaining information from, and learning about your current and potential customers.”

In the first session, participants will learn the fundamentals of effective survey research techniques and the basics of using Qualtrics.com online survey tools. Participants will also develop an online survey to be sent out to either customers or employees at their organization.

In the second session, participants will learn the basics of analyzing data from online surveys and will also be shown how to analyze the data generated from their own online survey created during the first session.

Anyone working at an organization looking to develop its own online marketing research program is encouraged to enroll. Cost is $200. To register, visit http://www.mtsu.edu/business/execed.php.

For more information, contact Chrissy Koepfgen at 615 898-2964 or email Chrissy.Koepfgen@mtsu.edu.

— Jimmy Hart (jimmy.hart@mtsu.edu)