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MRA Promotes Panel Standards
In the US, The Marketing Research Association (MRA) has launched a program to vet and standardize online sample providers, while creating a clear understanding of panel supplier practices relating to data quality.
The new 'MRA Review Program' has a self-review element through which online sample providers can supply information on their organization to help buyers better understand their capabilities.
An internal review is then conducted, with data verified by a professional researcher who is retained by the MRA to examine the makeup of the firm's panels. Results are posted on the MRA web site.
'I feel that this process will become the industry standard going forward,' says CEO Larry Brownell. 'I challenge client companies and all others to examine the tool and push for its adoption to provide the assurance needed by the industry.'
Last month, the MRA and CMOR (the Council for Marketing and Opinion Research) merged to create one organization which they claimed would meet 'almost all the profession's needs'.
Earlier in the year, the MRA joined with a number of industry bodies to establish guidelines and metrics to promote high quality online panel research.
Web site: www.mra-net.org .
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