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Your customers hold the key to your organization’s success.  Getting to know your customers better means lower costs and better results, including higher retention, more customer satisfaction, more returning customers.

Surveys are one of the best ways to find out what your customers want, and how they want it. But too many surveys ask the wrong people the wrong questions.  Discover who to survey, what questions to ask, and the key to getting a higher response to your surveys. 

This hard-hitting practical course will yield a huge ROI for your organization. Whether you need to analyze profitability, satisfaction, service or all three, this course will generate thousands of dollars in increased sales, greater efficiency, or more effectiveness. We guarantee it (or your money back)!    

Course includes a personal FREE critique of one of your surveys!

One month course, William A. Draves, instructor. 


Course Outline

Unit 1
Advanced Survey Techniques
-Getting to know your customers
-The 8-Stage Needs Assessment Model
-The increasing role of customers in your success
-How surveys can increase your success

Unit 2
Who to Survey, Who not to survey
-Who to survey
-Who not to survey
-Who are your best customers?
-Finding those to survey

Unit 3
Constructing a successful survey
-How many questions to ask
-Deciding what questions to ask
-Wording survey questions

Unit 4
Distributing Surveys, Increasing Response
-Getting the Survey Out, and Back
-Email and web site surveys
-Snail mail survey techniques
-How many surveys you need to get back

Question MarkAbout online learning

Online learning is a fun, enjoyable and very productive way to learn. Millions of people are learning online each year. You will engage with the instructor and other participants. You will get to know your instructor and other participants. You may make friends. It’s easy. It’s fun.

GearsHow the Course Works

It is easy to participate in your online course. After you register, you will be given a web address to go to get into your online classroom. You will have a password and use your email address and password to gain access.

Once inside the online classroom, here’s what you can expect.

CalendarParticipate when you want

You can participate any time of day or evening. The online classroom is open 24 hours a day, 7 days a week.
There are no live real-time requirements or meetings. You decide when you participate.
For the best learning, participants should log into the course on 2-3 different days of the week.

ChecklistWhat you will do

For each Unit, you will:

  • Read the print readings (about 20 pages a week)
  • Have the option of accessing the online readings
  • Listen to the audio presentation for the Unit and view the slides
  • Have the option of taking a self-quiz to see how much you have learned
  • Engage in written online discussion with your instructor and other participants

For best learning, you should make one or more comments at 2-3 different times each week.
The content (readings, audio lectures, slides) and self quizzes are accessible for the entire course, so you can work ahead, or go back and review again, at your convenience.

Next offering(s):
-Next session coming soon-

*** Beginning September 1, 2013 this course will become part of the Certificate in Customer Research.


 Ave. hours 16, 1.6 CEUs/ILUs

About the Instructor

William A. Draves does strategic market planning, needs assessment and marketing research for a national association. He conducts surveys about once a month, critiques surveys from other organizations, speaks and consults on the topic. He is the author of High Response Surveys, The Eigh- Stage Needs Assessment Model, and The Marketing Manual.

Course Objectives

You will learn:
1. Why you should survey only 25% of your customers
2. How to create a survey with a high response rate
3. What questions you should ask, and not ask
4. How to write survey questions
5. Best ways to send out surveys, and get them

Course Outcomes

At the end of the course, you will:

1. Possess the information necessary to create a survey with a high ROI (return on investment)
2. Understand who to survey for the best results
3. Take home an 8-stage needs assessment model for doing market research
4. Know how to word survey questions, and survey responses
5. Possess the knowledge to effectively analyze survey results
Completion Requirements