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Implementing E-Learning by Lance Dublin, Jay Cross

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Research Methods

Market research means collecting and analyzing information about markets, organizations, and people in order to make better decisions. You must research your market to understand your learners’ needs and how well you’ve been meeting them. Often you’ll collect some new information specifically for your needs (primary data) and review information someone else has already collected (secondary data).

You can gather primary data through direct observation and surveys. You can conduct surveys on the telephone, by mail or email, or in person. Surveys are easy to conduct but often produce misleading results.

Closed-end questions (those that ask for yes or no answers) are subject to misinterpretation and may overlook important overriding ...

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