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Panel Firms Get Self-Assessment Tool
In the US, the MRA has worked with CMOR to produce a self-assessment tool for panel companies to analyse and evaluate elements of their online research process and publish the results, providing assurance for potential users.
In addition to seeing the results, users can elect to have CMOR and MRA's team conduct an independent assessment if they want further confidence in potential suppliers.
The review tool is the work of a committee of members of the MRA's division IMRO (Interactive Marketing Research Organization), and was led by Patrick Glaser, Director of Respondent Cooperation at CMOR. According to Glaser, the tool represents 'the most practical, hands on service' he has worked on in his three years representing the industry on respondent cooperation.
MRA (the Marketing Research Association) says the key to providing confidence to users of panel research is transparency. Both it and CMOR (the Council for Market and Opinion Research) will continue to work with other industry associations and initiatives to assess and promote the quality of online research.
The tool will be released as an interactive product for self-assessment after Glaser and MRA staff have conducted two initial test reviews of select panel companies and published their results.
Web sites: www.mra-net.org and www.cmor.org .
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