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Research Confidence Index Lifts a Fraction
The Research Industry Index (RII) compiled by the US association MRA has shown its first slight upturn in eighteen months.
MRA (Marketing Research Association) said the overall index score moved from 84 in the first quarter of 2009 to 86 last quarter, backing up its previous suggestion that the US industry may have 'hit bottom' in early 2009. The index of 100 is based on the level the quarter before the current slide began, the fourth of 2007.
CEO Larry Brownell comments: 'The marketing research industry has typically been a leading indicator of improvements in the general economy. The results of the RII suggest the beginning of overall economic improvement.'
The overall composite score is based on reported changes in key business metrics (RFPs, projects and staffing levels), as well as changes in business owners' perceptions of the health of their business.
MRA says senior executives from 211 End Users and MR firms took part in the latest wave. Interviewing is conducted online, via a survey hosted by Authentic Response, with reporting by Cooper Roberts Research. Survey participants receive a copy of the full report.
Web site: www.mra-net.org .
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