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ARF Develops 'Foundations of Quality'
In the US, the Advertising Research Foundation (ARF) has launched an industry-wide initiative designed to provide knowledge-driven answers to client questions about the overall quality and effectiveness of online market research.
The new 'Foundations of Quality' scheme has been designed by the ARF Online Research Quality Council (ORQC), which brings together research suppliers, advertisers, agencies, academics and media companies to study issues facing online research.
Questions include:- Conditioning/Bias - Can frequent survey takers, speeders and those with multiple panel memberships bias survey results?
- Uniqueness - What are the strengths and limitations of different methods for identifying duplicate respondents when multiple sample sources are used?
- Undesirable Respondent Behavior - To what degree are inattentiveness, error and fraud caused by respondent motivations?
According to Robert Tomei, Chairman of the ARF/ORQC: 'Since the ORQC was founded last August, we have seen a huge outpouring of support, sharing ideas, and general willingness to work in full partnership to analyze the issues and opportunities, and develop a plan to address them over time.'
Kimberly Dedeker, VP External Capability Leadership, Global Consumer & Market Knowledge at P&G says that the initiative will provide the 'foundational knowledge' that will enable the industry to take the necessary steps to enhance overall quality and effectiveness of online research.
The ARF was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, and is online at www.theARF.org .
Tomei is EVP and Global Director of TNS 6thdimension Access Panels, and was recently involved in TNS' Six Degrees of Online Quality program.
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