Research Quality Forum

FOQ 2 Kickoff to Continue the Industry Leading Work on Online Research Quality

Invitation to Dinner and Research Quality Forum

You are cordially invited to attend the ARF’s next Research Quality Forum meeting, January 26, 2:30-4:30 p.m. EST.  Following, at 6:00PM, the TrueSample team will host cocktails and dinner for attendees, hosted by John Ouren (TrueSample) and Dave Goldberg (Survey Monkey).
Please note that dinner is open to forum attendees only.

ARF Foundations of Quality 2.0 Pushes Ahead with Integration of Eight Initiatives

Please join leaders of the eight FoQ2 Initiatives to review the integration plan and share your thoughts on how it might be made even more effective and efficient.  Leaders of the eight FOQ 2 Initiatives [Click Here] will be meeting prior to the January 26 Forum meeting to produce a strategy for integrating their separate initiatives into a coherent program for advancing online research quality across the industry. They look forward to your participation and thoughts.

Attendee Dinner

Date:  January 26, 2012
Time:  6:00–9:00PM
THE HOUSE
121 E 17th Street, New York, NY 10003

The TrueSample team invites forum attendees to attend cocktails and dinner following the ARF Foundations of Quality 2 Integration meeting, hosted by John Ouren of TrueSample, and Dave Goldberg, CEO of SurveyMonkey.  Cocktails will be served starting at 6:00 p.m.  We hope you can join the SurveyMonkey leadership, the TrueSample team, and other important global leaders in online data quality for the forum and dinner!  

Please click on the link below to RSVP! (Please note that the below link is the RSVP for dinner and cocktails ONLY. You must register for the forum meeting separately through My ARF.)

Dinner Registration:  http://truesample.wufoo.com/forms/registration-for-dinner-in-ny-january-26th/

Forum Registration:  http://my.thearf.org           

 

Research Quality Forum

Download the Research Quality Presentation from the November 8, 2011 Forum.

FOQ 2: Building the Teams and Fueling the Engines

In the September Research Quality Forum meeting FOQ 2 was launched with the objective of evaluating the impact of each of the following on survey response quality:

1. Respondent selection procedures
2. Post-hoc weighting procedures
3. Procedures to reduce/eliminate undesired within-survey behavior
4. Identity verification (and exclusions based on non-identification)
5. Survey participation frequency
6. Respondent motivations and incentives
7. Sample sources (panel, river, community, etc.)
8. Router sample optimization practices (impact on sample and survey results)

Now we encourage you to attend the forum and to push ahead with defining mission, priorities and process of FOQ 2.

FOQ 2 – People Powered

• Why FOQ 2?
• Why now?
• How will FOQ 2 build on FOQ 1 and benefit the industry, both buyers and sellers?
• Proposed FOQ 2 timetable
• How should we prioritize the current 8 objectives if we need to make priority calls due to resource constraints?

For each of the objective areas, a committee chair will review a draft proposal, answer questions, gather suggestions, and accept volunteers to join the team.

Agenda

2:30–2:40PM
Welcome and ARF Updates
William Cook – EVP, Research and Standards, ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

2:40–2:55PM
Agenda Overview and Introductions
William Cook – EVP, Research and Standards, ARF
Gian Fulgoni – Chairman & co-Founder, comScore
Don Gloeckler – Manager, Next Gen Research, The Procter and Gamble Company

2:55–3:35PM
FOQ 2 – People Powered
William Cook – EVP, Research & Standards, ARF
Gian Fulgoni – Chairman & co-Founder, comScore
Don Gloeckler – Manager, Next Gen Research, The Procter and Gamble Company

3:35–4:30PM
Proposal Review led by Committee Chairs

4:30–5:30PM
Next Steps, Committee Sign Up with Wine & Cheese Provided by VS Research

Download the Research Quality Presentations here and the Research Quality Notes from the September 26, 2011 Forum.

The 2008-09 Foundations of Quality provided the industry with critical answers and actionable steps forward for Online Survey Research quality. However, several areas were not addressed, and now the Research Quality Forum’s Research-on-Research Committee and Router Committee are prepared to roll out their proposals to the industry for new critical research programs.

Your participation in this kickoff meeting for the Forum’s new initiative is vital. Please arrange your calendar now to be at this meeting in person. We will notify you when we have posted the committees’ proposals on the ARF website next month. Please discuss the proposals with your colleagues and come to the Forum meeting prepared to offer your company’s support and recommendations.

A Report from University of Michigan’s Institute for Survey Research
Speakers:
* Fred Conrad
* Dave Vannette

"How Do We Ensure the Quality of Routed Surveys?"
Panelists from the new Router Committee:
* Nancy Brigham, Ipsos
* Pete Cape, Survey Sampling International
* Michael Fallig, GfK
* Bob Fawson, Opinionology
* Chuck Miller, DMS Insights, uSamp
* Nitin Patel, Toluna
* Efrain Ribeiro, Lightspeed Research

Foundation of Quality Knowledge Briefs and their respective Executive Summaries are now available. Knowledge briefs are available free to ARF Members and to non-members on My ARF. Download under “Publications” at my.thearf.org.

Taking 3 Steps along the Quality Diving Board

Join Reg Baker and a Reaction-Proaction Panel in discussing the AAPOR Task Force Report on the Uses and Misuses of Online Panels, and steps that the RQC can take to address urgent needs re:Representivity, River Sampling, and Routers.

Featured Speaker: Reg Baker, Market Strategies, International and member AAPOR Online Panel Task Force

Reaction-Proaction Panelists will be:
Mitch Eggers, GMI
Steve Gittelman, Mktg Inc.
Jackie Lorch, Survey Research International
George Terhanian, Toluna

Bring your best ideas for advancing our understanding of the 3 Rs (Representivity, River Sampling, and Routers), and join in the discussion.

AGENDA

2:30–2:40PM
Welcome
Bill Cook – EVP Research and Standards, The ARF

2:40–2:45PM
Introductions and Agenda Overview
Gian Fulgoni – Chairman and Co-Founder, comScore
Don Gloeckler - Manager, Next Gen Research, Procter & Gamble

2:45–3:15PM
Reg Baker, Market Strategies, International

3:15–4:05PM
Reaction-Proaction Panelists:
Mitch Eggers, MRI
George Terhanian, Toluna
Jackie Lorch, Survey Research International
Steve Gittelman, Mktg Inc.

4:05–4:30PM
Q & A Discussion

ARF Research Quality Council Charter

The mission of the ARF Research Quality Council is to:

• Provide a forum for thought leaders to identify and discuss a broad range of issues and improvement opportunities related to research quality.
• Create opportunities for interested parties to collaborate in the creation and evaluation of potential solutions to research quality issues.
• Recognize advances and innovations that contribute to improving the overall quality of consumer and market research globally.
• Facilitate the articulation, integration and dissemination of research quality knowledge in the form of ARF Industry Standards and Best Practices.

Why is this Council needed?
In the face of the escalating pressure for faster and cheaper research, the quality of research methodologies, processes and deliverables is increasingly at risk as new approaches and opportunities to acquire and manage consumer and market information – many not validated – explode on the scene. In particular, research must establish quality standards for the emerging platforms, social media, digital, mobile that will once again redefine how companies tap into their consumers and shoppers to drive insights.
What is to be accomplished by this Super Council?

The council will offer a forum for sharing and possibly commissioning new research-on-research and new solutions to quality issues and will address practices as well as methods.  By identifying, creating, evaluating and sharing best practices, the RQC will become a powerful catalyst for advancement.

What is the benefit to ARF members and to the industry?
ARF member companies will demonstrate leadership in their industries as their gains in research quality translate into improved decision making. Research buyers and sellers will have a stronger foundation on which to match client quality needs with supplier quality assurance.

What issues will be explored by the RQC?
The RQC will explore a broad range of research quality related topics, possibly including (but open to Council input and revision):

• The unique challenges to research quality in online research and advances in method and practices
• The relationship between sample representativeness and total research quality
• Social media as a source of representative consumer insights
• Impact of real-time metrics on decision quality
• Challenges to research quality with mixed-mode data collection and best practices
• Fraud in research process including interviewer fraud
• Challenges and contributions to quality of global research including ISO certification
• Contributions of neuro- and bio-metrics to insight and decisions

What will be the structure of this Super Council?
The RQC will be guided by a highly-credentialed Steering Committee, driven by individual working committees (to be determined), including:

• Online Research Quality – Research on Research
• NeuroStandards Collaboration

Meeting/Registration

• Initially, the RQC will meet bimonthly and subsequently on a quarterly basis.
• Council meetings will be open to ARF members only.
• Meetings will be listed in Eastern Time (US) and held in the ARF New York City office unless otherwise noted.

ARF Research Quality Initiatives

The Research Quality Council was launched as the Online Research Quality Council on June 17, 2008. It led the largest research-on-research activity in ARF's history, entitled the Foundations of Quality Initiative which was kicked  off by sending five RFPs to over 600 executives at 400 plus companies and academic institutions.

Industry leaders representing both buyers and sellers of online research have joined together to address issues affecting online research quality and accountability. The council’s mission is to develop a set of standards for research buyers and sellers to follow. The RQC is enlisting support from the global market research industry.
Three current initiatives include:

• The Research-on-Research Committee's four-stage plan to produce a framework for online research quality and lay a foundation for Foundations of Quality II
• The NeuroStandards Collaboration
• The ARF Quality Enhancement Process (QeP) is a program to help clients and research suppliers engage in a structured conversation to improve online survey quality.

To address quality of online research, the RQC will seek to promote knowledge sharing from across the industry by working in concert with sister associations:

• American Marketing Association (AMA)
• Council of American Survey Research Organizations (CASRO)
• Council for Marketing and Opinion Research (CMOR)
• ESOMAR International Organization for Standardization (ISO)
• Interactive Marketing Research Organization (IMRO)
• Market Research Association (MRA)

To find out how you can contribute to the ARF's ongoing research quality efforts, simply email Bill Cook at Bill@theARF.org.