Conducted by two US state marketing research directors who have a total of over 60 years of experience, the goal of this session is to help participants understand how to design and evaluate destination survey methodologies, and the pros and cons of different research study approaches. At the end of the session, participants will have a clearer understanding of the pros and cons of different methodologies, questions and issues to consider and how to evaluate different options.
The group will be split into 3 teams and each team will be given the assignment to develop a recommendation for a research project. One will design a visitor profile study, one a creative test and one an ad effectiveness study. The assignment will provide some parameters, and questions to consider, but the group will determine the methodology, sample size, target audience etc. Then each group will present their recommendation and the group as a whole will discuss options, pros and cons and other methodologies that could be used for this type of research.