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Simmons' Key Survey Wins MRC Accreditation
US agency Simmons Research, part of Experian, has announced the accreditation of its flagship survey, the National Consumer Study (NCS), by the Media Rating Council (MRC).
President and COO Chris Wilson says the accreditation comes 'after years of hard work... The NCS is a thorough measurement of the American consumer; from the products we buy, the brands we prefer and where we buy them, to our attitudes, lifestyles and the media we consume.'
The MRC is an association of TV and radio broadcasters, print and Internet organizations, advertisers, ad agencies and others that audits and accredits measurement services. It was formed in 1964 and aims to secure measurement services that are valid, reliable and effective, via a set of Minimum Standards for Media Rating Research - submission of services is voluntary. During its accreditation process, Simmons was required to disclose all methodological aspects of the NCS, submit to MRC designed audits to authenticate and illuminate their procedures, and comply with the MRC's minimum standards.
Simmons, which is part of Experian Research Services, measures over 30,000 American consumers each year using statistically projectable samples including representation of Hispanic, African American, Asian and other consumers. The company is online at www.smrb.com .
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