TrueSample Council Sets Out Quality Guidelines

In the US, MarketTools' TrueSample Quality Council has developed a set of online research guidelines, which aim to improve research quality across the industry.

The council was set up in 2008 to improve MarketTools' TrueSample online quality technology, which identifies and removes fake, duplicate and unengaged respondents from research samples.

Members - including research professionals from Research Now, General Mills, Microsoft, Procter & Gamble, Unilever and Western Wats - meet twice a year to discuss ways of promoting transparency and consistency in the research supply chain.

Council members worked collectively to establish the new guidelines, which have been designed to ensure a consistent approach to research quality. These have been formulated as a checklist that research buyers can insert into RFPs (request for proposal) and SOWs (statement of work), or customized to meet their specific needs.

'Standard online market research quality guidelines are critical to achieving consistent quality across all online research,' explains Bob Fawson, VP of Online Services at Western Wats. 'The standard guidelines will help research buyers easily identify suppliers who can deliver reliable data.'

The complete list of guidelines can be found here: http://marketing.markettools.com/rs/markettools/images/MarketToolsOnlineConsumerResearchQualityGuidelines.pdf .

Web site: www.markettools.com .