Foundations of Quality: Take Action to Improve Online Research

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Come see our latest progress report on the largest data quality research initiative to date. Find out the time line for the release of results and how you can access and use the insights and intelligence from this landmark study to your best advantage. Details at a must-see meeting of the Online Research Quality Council on December 9th.

The initial data collection phase of the Foundations of Quality study, consisting of responses from online, telephone, and mail surveys across 17 sample sources, is completed. This collaborative project involving advertisers, research companies, and industry associations was spearheaded by the Advertising Research Foundation Online Research Quality Council (ORQC). Details about the study and the plans for its analysis and dissemination will be discussed at the December 9th meeting of the ORQC, moderated by Bob Tomei, IRI and Kim Dedeker, Procter & Gamble, at the ARF’s New York City office from 2:00 to 4:30pm.

The ORQC was formed last year with several specific goals: to be client and knowledge driven; to create and disseminate results that define and enhance high quality research; and to deliver a set of metrics that can be used to evaluate and monitor quality in online research. The Foundations of Quality study, which will result in guidelines to benefit the entire industry, involves 17 sample providers; accounting for 80% of online research conducted in the USA, and has financial and pro bono support of many vendors and buyers, giving the project the power to produce findings no single client or supplier could obtain on their own.

On December 9, Council co-chairs Dedeker and Tomei, joined by the ARF’s Chief Research Officer, Joel Rubinson, will review the progress of the Council’s work in 2008 and set out a plan for activities and structure of the Council in 2009. The Defining Quality committee has been at the forefront of the ORQC in 2008 taking the Foundations of Quality initiative from planning to execution. Committee co-chairs, Dr. Tom Evans, ESPN, Renee Smith, Harris Interactive, and Efrain Ribeiro, IPSOS, will report on the completed fieldwork for FOQ, and analyst Bob Walker will discuss next steps in analyzing the results.

Sharing guidelines that impact an entire industry must be done with sensitivity and impeccable planning. Special care and handling must be considered when industry-wide research results are presented. Dr. Raymond Pettit, SVP Research and Standards at the ARF, will present lessons-learned from a Dutch company, NOPVO, which carried out a study similar to the Foundations of Quality in The Netherlands.

Learn more about the December 9th meeting, Foundations of Quality project or the Online Research Quality Council.

The suppliers involved in Foundations of Quality include: Authentic Response, e-Rewards, GfK Custom Research, GMI, Greenfield Online/Ciao, Harris Interactive, Ipsos, Lightspeed, Luth Research, MarketTools, mypoints.com, NPD, Nielsen BASES (Pinecone), Survey Sampling International, Synovate, TNS, and Toluna/Common Knowledge. Vendor services participants are: Peanut Labs, OTX, Sigma Validation, and Decipher. Advertisers include: Procter & Gamble, Coca-Cola, Kraft, Microsoft, Bayer, Capital One, General Motors, and ESPN.

Registration

To attend in person or virtually, register via My ARF »
If you have any questions, please contact Zena Pagan at councils@thearf.org.