Practice Areas: Member Services
Credit Hours: 1 hour
$29 (member); $39 (non-member)
Discount and Forum Plus
: Forum Plus Members receive complimentary webinars, contact firstname.lastname@example.org to take advantage of this discount.
Date and Time:
August 17, 2017 11:00 a.m. - 12: 00 p.m. CDT
Everything You Need to Know About Association Research : In-House or Outsourced
We are living in an era of "big data," "voice of the customer," and "evidence-based" everything. How do we make the best use of traditional research in ways that help us leverage corporate methods and tools on typical association budgets?
- Learn how to identify gaps in your association's audience and program knowledge, then fill them with the
appropriate mix of quantitative, qualitative, and secondary research. We will primarily approach this from the perspective of getting the most out of in-house staff, tools and analysis.
- Learn how to maximize your communications methods, meetings, and membership as vehicles for learning more about your constituency's needs, preferences and behaviors; and how to leverage what you learn to improve user experience and perceived value in these areas.
- Explore the practical aspects of conducting research to produce knowledge products—collecting and reporting data that can feed website content, publications, and conference presentation.
About The Presenter: Kevin Whorton President, CEO, Whorton Marketing and Research
Kevin Whorton is
President of Whorton Marketing & Research a consulting firm that has worked
with 325 associations over the past 12 years. He has 29 years of non-profit
experience including serving as research director for National Association of
Home Builders and American Society of Health-System Pharmacists, VP of
Marketing for NACDS/ChainDrugStore.net, and head of fundraising for Catholic
As a volunteer,
he served 18 terms on ASAE Councils and Committees, chaired its Membership
Development Committee, and also served in officer roles for ASAE's Marketing
Section Council and the Direct Marketing Association.
the University of Maryland PhD program for Economics on a Presidential
Fellowship, completed his PhD coursework in Industrial Organization at George
Mason University, and studied retail execution at the Kellogg School.
Note: This program is not endorsed, accredited, or affiliated with ASAE or the CAE program. Applicants may use any program that meets eligibility requirements in the specific timeframe towards the exam application or renewal. There are no specific individual courses required as part of the applications – selection of eligible education is up to the applicant based on his/her needs.