IMRO Launches Professional Standards for Online Research

In response to the need for guidance on improving quality, the Interactive Marketing Research Organization (IMRO) has just released its Professional Standards for Database Best Practices. The guidelines are the culmination of consultation with many from the online research world.

The goal of the document is to set a much-needed standard for online research as well as provide a tool for online researchers to conduct research in an ethical way that will also meet client needs.

According to IMRO president, Lynn Welsh of Olson Research Group, "What originally began as a list of key questions online researchers should be asking their panel providers evolved into a comprehensive list of recommended practices to ensure the use of panel resources is as ethical and error and bias free as possible. This will no doubt serve as a measuring stick for research suppliers and buyers alike in our profession".

The standards include questions that individual practitioners and panel providers must be able to address to their clients' satisfaction, along with recommended policy points, where appropriate.

"I believe the document is groundbreaking and will provide invaluable direction for those working in the online research space," added Donna Wydra of Socratic Technologies and Chair of IMRO's Professional Standard Committee.

Larry Brownell, Executive Director of the Marketing Research Association, concluded "This effort is a major advancement in addressing many of the quality issues that face a fast growing component of the research profession. I would recommend to all online research buyers that they ask suppliers for their compliance with these guidelines."

A division of MRA, IMRO is a worldwide association of researchers dedicated to providing an open forum for the discussion of best practices and ethical approaches to research conducted via the Internet.

The association is online at www.mra-net.org

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.