The member companies, representing more than 90% of their market, hope that the association will bring common standards and regulations to the business. In fact, it should be effective in regulating the whole industry, which is believed to have turned over US$100 million during 2000. The majority of this research work is conducted for manufacturers, media and advertising companies, according to statistics from the association, with a strong bias towards face-to-face interviews.

The association has reported that it is facing soaring demand for research services from Chinese manufacturers. This is set to drive the business by a growth rate of 30% to 50% annually for the foreseeable future. Coupled with this expansion, the association is known to be keen to prepare Chinese market researchers for the country’s entry into the World Trade Organization (WTO) in the coming years.

"Although market research in China accounts for only 1% of the global marketing research industry, it is blessed with the fastest growth in the field and has the largest potential of development," Ke Huixin, the president of the association and a professor from the Beijing Broadcasting Institute commented. "We are in a young business and must gear up in the coming few years to face the challenges from the experienced foreign researchers after China's entry into the WTO."