The MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION Ottawa

The MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION Ottawa

Chapter would like to acknowledge the support of the following organizations.

Without their kind donations we could not continue to offer quality programs such as the one you are about to see.

January 25, 2005

MRIA - Ottawa Chapter

Presented by Don Mills, President & CEO

Marketing Research and Public Opinion Polling Under Fire!

The Challenges and Opportunities Facing the Industry

Challenges For Our Industry

Current Business

Practices and Ethics

1.

Challenges For Our Industry Inadequate HR practices and processes

Bait and switch selling techniques

Disrespectful treatment of respondents

Poor questionnaire design


Recruitment and Retention of Staff

2.

Challenges For Our IndustryRelatively high turnover within the

industry

Not enough emphasis on personal and career development

Limited use of retention strategies


The Image of

the Industry

3.

Challenges For Our IndustryLittle has been done to promote the

benefits of our industry

Often linked to telemarketing

Just beginning to be professionalized

Industry standards generally in place and working


The Voice of

the Industry

4.

Challenges For Our IndustryMRIA provides single voice for

users, suppliers, and individual practitioners

Continuing need for advocacy and industry promotion

Standards need to be improved


The Threat and

Impact of Legislation

5.

Challenges For Our IndustryThe industry responding well to

privacy legislation

Proposed “Do-Not-Call” legislation a serious threat


Access to

Decision Makers

6.

Challenges For Our IndustryResearch responsibilities generally

relegated to middle levels

Importance and value of research needs to be enhanced at senior levels

Positioning research as a strategic input rather than tactical exercise


The Return on Investment

7.

Challenges For Our IndustryToo much research is non-directive

and superficial in nature

Research not aligned in most cases to strategic priorities

Objectives need to be tied to measurable outcomes


The Pressure of

Time on Quality

8.

Challenges For Our Industry Suppliers too accommodating to

unrealistic client expectations

Rushed research negatively impacts the value of the work

Response rates decline with inadequate field time

Need to educate clients about the consequences of unreasonable time lines


Advancing the

Art of Research

9.

Challenges For Our IndustryConsiderable progress on research

methods; less on technical matters

There is a strong need for more R&D in our industry related to the practice of research

Use of other methods of analysis and advanced analytics would increase the value of our work


The Future ofProbability Sampling

and Statistical Reliability

10.

Challenges For Our IndustryResponse rates have been impacted by

telecommunication technology

The statistical reliability of online research has not yet been validated

Non-sampling error is a bigger problem than sampling error

Response rates are impacted by length in the field

Help Improve Survey Design

What Clients can do to Support the Industry

Clearer study objectives with specific desired outputs

Share corporate strategies where appropriate

Participate in pre-test process Question scales and their

interpretation

Scales Continuum

~Scale Deviation~Semantic Differential Ratings

7.5

6.0 5.9 5.7

Very Generally "Satisfied" Somewhat0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0 "Satisfied"


Help Raise Field Service Standards


Visit field service providers Live monitor interviews Establish response rate targets Allow sufficient time for call backs Limit survey length to improve

response lengths

Increase Return on Investment


Demand insight not factsInsist on using experienced

researchersJudge research outcomes against

objectives

Promote the Profession


Encourage certification of staffInform stakeholders about the use

and value of market research on a regular basis

Actively support the Industry Association

Provide a client side perspective within the Industry Association

Corporate Research Associates Inc.V a n c o u v e r, C a l g a r y, O t t a w a , S a i n t J o h n, H a l i f a x

A company in transition from a traditional regionally based market

research company to a national market intelligence company

About Corporate Research Associates Inc.

Mission Statement

To build strategic client relationships by being among the best providers of research-based, market intelligence

in North America


Strategic Client Relationships

Client Needs/Expectations




The Right Information





Information Into Knowledge






Knowledge Into Strategy






Knowledge Into Strategy

Market Results


Full-Service Capability

Qualitative ResearchSeven Professionally Trained ModeratorsBilingual Capability

Quantitative ResearchMulti-sector expertise300 CATI-enabled Stations

Database ResearchIn-house StatisticiansData Management/Data Mining

Internet ResearchDedicated Resources and Specialized Software


About Corporate Research Associates Inc.ACE

AliantAssumption LifeAtlantic Lottery CorporationBank of BermudaBell CanadaBermuda Employers CouncilBermuda GovernmentBermuda Telephone Company Bermuda TourismButterfield BankCanadian Blood ServicesCanadian NationalCanadian Oil Heat AssociationCanadian Trucking AssociationDeloitte & ToucheDirect EnergyErnst & Young

FortisGovernment of CanadaIBMIrving Group of CompaniesLabatt Breweries of CanadaMaritime LifeMicrosoft InternationalNiagara PowerNova Scotia Power Inc.Nova Scotia TourismPhilip Services Corp.Retired Teachers of OntarioSubwayThe Angus GroupUS InspectXL Re-Insurance

Documents

The MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION Ottawa