LEVERAGING MOBILE & SOCIAL TECHNOLOGIES FOR DATA COLLECTION
A two-day short course sponsored by the Joint Program in Survey Methodology 
 

JANUARY 30-31, 2013
Presented at the Crystal Gateway Marriott, Arlington VA

MICHAEL W. LINK, PH.D.
SVP/Chief Methodologist
The Nielsen Company

COURSE ABSTRACT

New technology development and survey methods enhancement have powered survey research for more than 75 years. Never before, however, has the proliferation, complexity, and growth of technology been as expansive and rapid as seen today. Smartphones and tablets, social networking, as well as application development and metering devices offer survey researchers with an array of potential new techniques and approaches for the collection of behavioral, attitudinal, and related data. This includes new modes for administering surveys; adjunct data collection techniques which could augment survey data; and, in some instances, approaches that could replace traditional self-reported surveys with more real-time, electronic data capture.

This course provides an innovative look at both technologies and how these are (and may) be used to evolve survey research to the next level. The course will cover four broad areas. First, a framework will be provided to help assess and categorize new technologies and their impact on data collection. Second, we will examine current and potential future uses of new technology devices and platforms. Current applications, known best practices, and cautions will be discussed for a range of new data collection platforms, including smartphones (for surveys, GPS, and visual data collection), Internet-based data capture (beyond Web surveys), and leveraging social network platforms (surveys and other forms of information). Third, we take a deep-dive into the uses of smart-phone and social media technologies, both as modes of conducting traditional surveys as well as data collection vehicles in their own right. The final section of the course examines some of the impediments to research and development of new technologies within the field of survey research and provides some guidance on how such tools can be developed, tested and deployed in a more efficient and effective manner.

PREREQUISITES
A working knowledge of survey research methods will be assumed. No knowledge of Mobile or Social Networking technologies or any particular software package is necessary.

THE INSTRUCTOR
Michael W. Link, Ph.D. is Senior Vice President & Chief Methodologist at The Nielsen Company. In this capacity, he directs the activities of Nielsen’s Institute for Measurement Innovation and Research Methods Center of Innovation. He has a broad-base of experience in survey research, having worked in academia (University of South Carolina, 1989-1999), not-for-profit research (RTI International, 1999-2004), and government (Centers for Disease Control and Prevention, 2004-2007) before joining Nielsen. Dr. Link’s research efforts focus on developing methodologies for confronting the most pressing issues facing measurement science, including improving participation and data quality, using of multiple modes in data collection, and utilizing new technologies such as mobile platforms and social media. Along with several colleagues, he received the American Association for Public Opinion Research 2011 Mitofsky Innovator’s Award for his research on address-based sampling. His numerous research articles have appeared in leading scientific journals, such as Public Opinion Quarterly, International Journal of Public Opinion Research, and Journal of Official Statistics.

SUBMIT QUESTIONS, TOPICS AND EXAMPLES
The instructor would like to provide an opportunity for those who will be attending the Mobile & Social Technologies course to raise specific questions or provide examples to be discussed in class.  If there are specific topics or questions you want addressed, please send these to Michael.Link@nielsen.com, and the instructor will do his best to address these issues during the course Please send these by 5 PM on January 15, 2013, at the latest.  The instructor cannot provide personal feedback on any submissions, and this is not an offer of free consulting, but rather an attempt to make the course more relevant to the specific needs of participants.

COURSE MATERIALS
Registrants will be provided with a course lecture notebook.

MEALS
JPSM group continental breakfasts, lunches and refreshments are included in the course fee.

DAILY CHECK-IN
Course registrants must check-in with JPSM Onsite each day of the course.

SCHEDULE UPDATED

Wednesday: January 30, 2013
8:00 - 9:00 Registrant Check-in and Continental Breakfast

9:00 - 9:30

Introduction and Overview

9:30 - 10:15

Changing Technology & Social Landscape
10:15 - 10:30 Break
10:30 - 11:15 Mobile: What We Know So Far
11:15 - 12:00 Mobile: Leveraging Additional Features
12:00 - 1:00 Lunch
1:00 - 1:45 Mobile: Designing Considerations
1:45 - 2:30 Mobile: Designing Examples

2:30 - 2:45

Break
2:45 - 4:00 Mobile: Group Exercise

4:00 - 4:30

Q&A and Topic Wrap-up

4:30 

Adjourn
Thursday: January 31, 2013
7:30 - 8:30 Registrant Check-in and Continental Breakfast
8:30 - 9:15 User Engagement
9:15 - 10:00 User Engagement Group Exercise
10:00 - 10:15 Break
10:15 - 11:00 Social Media – What We Know So Far
11:00 - 11:30 Facebook as a Data Collection Platform
11:30 - 12:00 Twitter as a Data Collection Platform
12:00 - 1:00 Lunch
1:00 - 2:00 Twitter Sentiment Analysis Group Exercise
2:00 - 2:45 Legal & Ethical Considerations
2:45 - 3:00 Break
3:00 - 3:45 Research Needs in the Use of New Technologies       
3:45 - 4:15 Q&A and Topic Wrap-up
4:15 - 4:30 Final Thoughts
4:30 Adjourn

FEES
Fees and awards are not transferrable due to nonattendance. The course fee is $600 for JPSM sponsor affiliates, $600 for full-time university students, and $810 for other participants.  Sponsor Affiliate List: http://projects.isr.umich.edu/jpsm/info.cfm#sponsors

REGISTRATION
Online registration is required. The registration deadline is January 16, 2013. Confirmation of acceptance will be sent after the registration form has been processed. The email will include directions to the course. Registrants are responsible for keeping track of their registrations and course dates. Contact JPSM if you have any questions concerning the status of the registration. Fees and awards are not transferrable due to nonattendance. Short Courses: www.jpsm.org/shortcourses

PAYMENT
Payment by credit card is required.  Payment is due January 16, 2013. Payment may be done online during registration. Post registration payment may be done online at www.jpsm.org/shortcourses using the registration number or by calling 800.937.9320. Credit card payments may also be faxed to 734.764.8263.

CANCELLATION
Please notify JPSM as soon as possible if you need to cancel your registration. Fees and awards are not transferrable due to nonattendance. Cancellation requests should be done online at www.jpsm.org/shortcourses. You will be fully reimbursed if you cancel by January 16, 2013. Cancellation January 17-22, 2013 will require a $100 administrative fee, the remainder will be reimbursed. Cancellation on or after January 23, 2013 is subject to the full fee amount.

FELLOWSHIP
The Joint Program in Survey Methodology strives to increase the number of survey professionals from groups traditionally under-represented in the field. As part of this effort, a limited number of competitive fellowships are available to African-Americans, Latinos, Hispanic Americans, and Native American Indians for the short course. The registrant must be a US citizen or permanent resident. 

Fellowship applicants should submit:

  1. The online registration form must be completed to reserve a position in the course. 
  2. A 500-word essay describing their reasons for wanting to attend this short course and how their participation will enhance their chosen career path. The essay should indicate the applicant’s background (i.e. African-American, Latino, Hispanic American, or Native American Indian) and why financial support is needed.
  3. A letter of recommendation written by a person knowledgeable about the applicant’s aptitude and interest in survey methodology.

The online registration form, essay, and letter of recommendation are due by January 2, 2013. JPSM will evaluate the applications and inform the successful applicants by January 9, 2013. The fellowship covers the registration fee, materials to be distributed during the course and the JPSM group continental breakfasts, lunches and breaks. The essay and letter of recommendation may be faxed to 734.764.8263 or emailed to JPSMShort@isr.umich.edu.

CRYSTAL GATEWAY MARRIOTT
1700 Jefferson Davis Highway, Arlington, VA, 22202, Phone: 1.703.920.3230 
Web: http://www.marriott.com/hotels/travel/wasgw-crystal-gateway-marriott/
Main Entrance: South Eads Street

Classroom: Grand Ballroom Salon H (First Floor)

Luncheon: Rosslyn (Lobby Level - Below the First Floor)

The course will be held at the Crystal Gateway Marriott in Arlington Virginia. For GPS mapping, use 1601 South Eads Street as the hotel's address. The primary entrance is on Eads Street. There are two Marriott hotels in Crystal City. Make sure you go to the Crystal Gateway Marriott and not the Crystal City Marriott at Reagan National Airport. There is an underground entrance to the hotel that connects to the Crystal City Shops.

OVERNIGHT ROOMS
Individuals are responsible for making their own overnight room reservations and for payment.

TRAVEL RESOURCES
Arlington Transit (ART): http://www.arlingtontransit.com/
Arlington Transit Commuter: http://www.commuterpage.com/art/system_map.cfm
Crystal City: http://www.crystalcity.org/
Parking Locations: www.parkingcarma.com or http://en.parkopedia.com
Supper Shuttle: http://www.supershuttle.com/
Virginia Railway Express (VRE): www.vre.org/
Washington Flyer Super Shuttle: http://www.washfly.com/flyer_ss_about.htm
Washington Metropolitan Area Transit Authority (WMATA Metro Rail and Bus): www.wmata.com

METRO
Crystal City Station: Blue/Yellow Lines  (0.1 mile) 1750 South Clark St., Arlington, VA 22202

Take Metro’s Blue Line towards Largo Town Center or the Yellow Line towards Gallery Place-Chinatown and get off at the Crystal City station. You can access the hotel through the underground tunnels in the metro without going up to the street or you can exit the station and the hotel will be across Jefferson Davis Highway. Turn right on 18th street south, walk approximately 1 block West on18th Street South. Turn right onto South Eads Street. Walk approximately 1 block North on South Eads Street. The hotel entrance will be right in front of you.

PARKING
Registrants are responsible for parking fees. Onsite parking is available. The rate is $24 per day or $29 for valet parking.

Crystal Gateway Hotel (Onsite Parking): The rate is $24 per day or $29 for valet parking.
Interpark: 1421 Jefferson Davis Highway, Arlington, VA 22202 (3 minute walk)
PMI Parking: 1750 Crystal Drive, Arlington, VA 22202 (4 minute walk)
Alpha Parking: 1801 Crystal Drive, Arlington, VA 22202 (5 minute walk)
PMI Parking: 220 20th Street, Arlington, VA22202 (6 minute walk)
Standard Parking: 1235 S Clark Street, #704, Arlington, VA 22202 (6 minute walk)

DRIVING
For GPS mapping, use 1601 South Eads Street as the hotel's address.

Driving From Miami/Richmond/Fredericksburg/Woodbridge: Follow I-95 NORTH to WASHINGTON. When you get to the SPRINGFIELD/FRANCONIA AREA, follow the signs for I-395 NORTH. From I-395, take the exit for Route 1 South to Crystal City and National Airport (exit 8C). Go straight through the stoplight at the end of the ramp and follow this road all the way around to the stoplight at EADS STREET (just before the overpass). Turn left onto S. EADS STREET. The Hotel entrance will be on your right

Driving From Manassas/Fairfax/Oakton/Vienna/Falls Church (East on 1-66): Follow I-66 EAST to WASHINGTON. Take exit 75, ROUTE 110 SOUTH to PENTAGON and ALEXANDRIA. Follow ROUTE 110 for approximately two miles. Follow signs to Route 1 SOUTH to ALEXANDRIA. Take the exit for 15TH STREET, turn right at the end of exit ramp. Turn left onto EADS STREET. HOTEL is half a block up, on the left

Driving From Downtown D.C.: Take 14TH STREET SOUTH (Past the Mall and monuments). Follow the signs to I-395 SOUTH. Cross the POTOMAC RIVER, then take the left exit for ROUTE 1 SOUTH to CRYSTAL CITY and ALEXANDRIA. Take exit for 15TH STREET, turn right at end of exit ramp. Turn left onto EADS STREET. Hotel is half a block up, on the left

Driving Directions From Gaithersburg/Rockville, 1-70 and 1-76 (South on 1-270): Take I-270 SOUTH to I-495 SOUTH (to NORTHERN VIRGINIA). Cross the AMERICAN LEGION BRIDGE (Cabin John) to VIRGINIA. Take the first exit (EXIT 14), GEORGE WASHINGTON MEMORIAL PARKWAY to WASHINGTON. Follow the GEORGE WASHINGTON PARKWAY for about eleven miles. Take the second I-395 SOUTH EXIT. Immediately get all the way to the left. Take the left exit marked ROUTE 1 SOUTH. Take the 15TH STREET/PENTAGON CITY EXIT. Turn right at bottom of exit ramp (15TH STREET), then left at red light (SOUTH EADS STREET), and the hotel is half a block on left.

Driving From Boston/New York/Philadelphia/Baltimore (South on 1-95): Follow I-95 SOUTH to WASHINGTON. I-95 splits at the CAPITAL BELTWAY; continue to follow the signs for I-95 SOUTH. towards Richmond. Follow I-95 across the WOODROW WILSON BRIDGE into VIRGINIA. Take the first exit in VIRGINIA to ROUTE 1 NORTH. Follow the signs to CRYSTAL CITY, staying on ROUTE 1 NORTH (JEFFERSON DAVIS HIGHWAY) for approximately six miles. Soon after the exit for NATIONAL AIRPORT, turn left onto 23RD STREET. Turn right onto EADS STREET. Hotel is on the right.

VIRGINIA RAILWAY EXPRESS (VRE) (1 mile)
Crystal City Station - Zone 2: 503 South Crystal Drive, Arlington, Virginia 22202-4114

AIRPORTS

DCA - Ronald Reagan Washington National Airport (1mile)

Metro from DCA: The Washington, DC Metrorail system has an elevated Metrorail station connected to the Reagan National Airport. Take Metro’s Blue Line towards Largo Town Center or the Yellow Line towards Gallery Place-Chinatown and get off at the Crystal City station (1 stop). The hotel is approximately 0.1 mile from the Crystal City metro stop. You can access the hotel through the underground tunnels in the metro without going up to the street or you can exit the station and the hotel will be across Jefferson Davis Highway. Turn right on 18th street south, walk approximately 1 block West on18th Street South. Turn right onto South Eads Street. Walk approximately 1 block North on South Eads Street. The hotel entrance will be right in front of you.

Getting to the Metrorail station from the Terminals
:
•    Terminal B and C: Two enclosed pedestrian bridges (concourse level 2) connect the airport to the metro.
•    Terminal A: Exit the terminal to the streetside curb, and board any “Airport Shuttle” bus. At the stops for Terminal B/C or Parking Garages B and C you may access an enclosed bridge which connects to the Metrorail station.  

Getting to the Terminals from the Metrorail station:
•    Terminal C: Go to the north end of the train platform and exit the station. A pedestrian bridge connects directly to the Terminal’s concourse level. 
•    Terminal B: Go to the south end of the train platform and exit the station. A pedestrian bridge connects directly to the Terminal’s concourse level.
    Terminal A: Go to either end of the train platform and exit the station towards the parking garage. Take elevator or stairway down to street level and board any "Airport Shuttle" bus.
•    Elevator access:  The elevator is located at the center of the train platform.  There is a sloped sidewalk at ground level which connects to both pedestrian bridges--follow onsite signage

Shuttle at DCA: If you choose to use the hotel shuttle you must call ahead to schedule a pick up. The hotel runs complimentary shuttle from 6:05am to 11:00pm. Pick up locations are the A Gates and Doors 5 and 9 in the B and C Concourse Lower Level.

Driving from DCA: Head north toward Smith Blvd., take the ramp on the left to US-1/Crystal City/Alexandria/Airport Return. Merge onto Smith Blvd. Turn right on the Airport Access Road. Take a slight right toward Crystal Drive, and continue straight onto Crystal Drive. Turn left at 18th Street South. The hotel will be on the right. For GPS mapping, use 1601 South Eads Street as the hotel's address.

Driving from DCA (Alternative Route):
Depart Toward S. Smith BLVD. Take ramp right and follow signs for George Washington Memorial Pky North. Take ramp right for I-395 South toward Richmond, at exit 8C take ramp left for US-1 South toward Alexandria/Pentagon City/Crystal City. Turn right onto 15th Street South. Turn left onto South Eads Street. Arrive at destination hotel will be on the left. For GPS mapping, use 1601 South Eads Street as the hotel's address.

IAD - Washington Dulles International Airport (28 miles)

Metro from IAD: Follow Ground Transportation signs to Washington Flyer Shuttle Service. Take the Washington Flyer shuttle bus to West Falls Church metro. Board Orange Line train in direction of New Carrollton. Transfer to the Blue Line towards Franconia @ Rosslyn Metro Station. Exit at Crystal City Station; Exit the metro station from the main exit, walk a short distance South on South Clark St. Turn right on 18th street south, walk approximately 1 block West on18th Street South. Turn right onto South Eads Street. Walk approximately 1 block North on South Eads Street. The hotel entrance will be right in front of you. Travel time 20 -30 minutes.

Washington Flyer Super Shuttle Service from IAD: Transportation must be scheduled by the Guest, by calling 1-800-BLUE-VAN (800.258.3826).The SuperShuttle ticket counters are located on the far ends of the Ground Transportation Level of the Main Terminal. Shuttles operate on an on-demand basis.

BWI - Baltimore/Washington International Thurgood Marshall Airport (55 miles)
Taxi from BWI: Service to the hotel is available on the lower level near each exit.  The hotel is at least a 60-minute cab ride from the airport in non-rush hour traffic.  Estimated rate is likely to be $75 in non-rush hour traffic.

Super Shuttle from BWI: Transportation and must be scheduled by the Guest, One BWI shuttle ticket counter is near baggage claim #1 (Southwest Airlines Terminal – Concourse A) and the other BWI shuttle Ticket counter is near baggage claim #10 (Concourse C). The BWI Shuttle ticket counters are open between the hours of 6:00 AM and 2:00 AM. When counters are closed, please call 800.258.3826 for information or to arrange service.

AMTRAK/MARC Train from BWI: Take the free shuttle from the Airport to BWI Marshall Rail Station and take either the AMTRAK/MARC train to Union Station. Once at Union Station, take the Metro (Red Line in the direction of Shady Grove) to Gallery Place Chinatown Metro Station stop, transfer at Gallery Place Chinatown to the Yellow Line in the direction of Huntington. Take the Yellow line metro to Crystal City Station. Exit the metro station from the main exit, walk a short distance South on South Clark St. Turn right on 18th street south, walk approximately 1 block West on18th Street South. Turn right onto South Eads Street. Walk approximately 1 block North on South Eads Street. The hotel entrance will be right in front of you.

Driving from BWI: Depart toward I-195 West. Keep left onto I-195 West at exit 2B, take ramp right for MD 295 South toward Washington. Take ramp right for US-50 west toward Washington. Keep straight onto US-50/New York Avenue North East. Turn left onto I-395 South at exit 8C, the ramp left for US-1 South toward Alexandria/Pentagon City/Crystal City. Turn onto 15th Street South. Turn left onto South Eads Street. Destination will be on left. For GPS mapping, use 1601 South Eads Street as the hotel's address.

JPSM CITATION PROGRAM
The citation programs are built around the JPSM short courses. The JPSM Citation in Introductory Survey Methodology is designed to provide the working professional or interested student