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AMA Backs PRC Qualification
In the US, the Marketing Research Association (MRA) has announced the official support of the American Marketing Association (AMA) for its Professional Researcher Certification (PRC) program. The program already has the endorsement of the ARF, CMOR, IMRO, the MRII and the Burke Institute.
Henceforth, AMA's education programs will carry PRC credits, will utilize the official PRC logo and the two Associations will cross-promote each other's educational offerings through the Certification program.
'AMA's participation in PRC is a great asset to certified individuals,' comments MRA Executive Director Larry Brownell, 'as it will greatly enhance the educational offerings that will be pre-vetted for PRC credits. It also shows support for one of those most crucial issues facing the profession, that of benchmarking qualified individuals.'
Patrick Crane, of Kodak, a member of the AMA Market Research Council, said the Council had been 'impressed with the amount of thought and work that has gone into this program in terms of the requirements, the levels, etc... and also that it included, not just suppliers, but the client-side as well.'
Among the program's aims are the encouragement of high standards within the opinion and marketing research profession and of continued professional development.
The AMA is the largest marketing association in North America, with 38,000 members worldwide, and is online at www.MarketingPower.com , while the MRA is the US's largest association of the opinion and MR profession, and is on the web at www.mra-net.org .
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