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Course curriculum

    1. Getting Ready to Rock!

    2. Exclusive Instructor-led Live Events (Zoom)

    3. Request Your eTextbook

    1. Module 1 Lesson Plan

    2. Pre-Assignment Reading and Quiz

    3. Introduction to Sampling [Video Lesson]

    4. Introduction to Sampling [Slide Viewer]

    5. Introduction to Sampling [Slide File Download]

    6. Checkpoint A: Rockstar Practice [Action Required]

    1. Module 2 Lesson Plan

    2. Defining the Population of Interest [Video Lesson]

    3. Defining the Population of Interest [Slide Viewer]

    4. Defining the Population of Interest [Slide File Download]

    5. Checkpoint B: Rockstar Practice [Action Required]

    1. Module 3 Lesson Plan

    2. Sample Sizes [Video Lesson]

    3. Sample Sizes [Slide Viewer]

    4. Sample Sizes [Slide File Download]

    5. Sneaker Enthusiasts & Survey Response Rates

      FREE PREVIEW

    1. Recommended Reading & Viewing

    2. Sample Types and Definitions [Downloadable Job Aid]

    3. IDI-Related Concepts & Definitions [Downloadable Job Aid]

    4. Sampling Plan Example A [Downloadable Job Aid]

    5. Sampling Plan Example B [Downloadable Job Aid]

    6. Statistical Terminology [Downloadable Job Aid]

    1. Your Rockstar Status Awaits: Final Assessment

About this course

  • 27 lessons
  • 1.5 hours of video content

Here's what the course includes...

Course Overview

Survey research success requires current, foundational knowledge of sampling strategy. Today, professional survey researchers need to know both the theory and practical considerations needed for a sampling plan that will result in high-quality data. Survey researchers dealing with declining response rates, over-surveyed populations, and sample source quality concerns require considerable knowledge and strategy.

During this 3-part course, students will learn sampling fundamentals and real-world strategies. This course includes a digital textbook, which will be delivered to the student by email. Please note that this course requires reading, and the student will be assigned 25-30 pages of reading each of the three weeks.

Upon conclusion, students will be able to advise clients on colleagues on issues such as: 

  • Correctly define the population of interest
  • Calculate the sample size needed 
  • Advise when to use probability and non-probability samples
  • Mitigate the risk of non-response bias
  • Decide if weighting should be applied to the data set

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Meet Your Instructor

Jeff McKenna

Founder, MCK Insights

Industry veteran, Jeff McKenna, is the founder of MCK Insights and he provides a deep background in the design and delivery of market research projects, particularly in the area of data processing, advanced methodologies and data reporting. He has years of experience in new product development, segmentation, brand development, customer satisfaction and tracking projects. And Jeff has delivered strategic and actionable solutions to clients at all levels in client organizations (from market researchers to CEOs), including complex customer experience, segmentation, brand tracking and integrated EFM programs. He has designed and delivered CX programs for several Fortune 500 companies, incorporating customer feedback with several other internal data sources. He has designed and implemented reporting platforms used by thousands of service and marketing managers in multiple industries. More than simply delivering data, each solution enables users to prioritize action planning and estimate financial value associated with different performance levels. Jeff has a BA in Sociology/Anthropology from Swarthmore College and an MBA from The George Washington University.

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