Market Research is a significant investment for many corporations, and it is used to make high stakes decisions ranging from policy, product or service launches, public relations initiatives, mergers and acquisitions, and advertising effectiveness, not to mention metrics for internal performance bonuses. Now that data collection options are increasingly available, is it time to pay a little more attention to how your information is being managed? What about the manner in which your company is being represented to those who are taking part in the surveys?
As a first layer of confidence for buyers of research, The Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of the market intelligence and survey research industry, including social research, competitive intelligence, data mining, insight, and knowledge management. Members include over 1,800 practitioners, small to large research houses, and the many buyers of research services. The industry accounts for almost three quarters of a billion dollars in market research activities annually.
The MRIA’s mission is to promote a positive environment that enhances the industry’s ability to conduct affairs effectively and to the benefit of the public and members. The MRIA achieves this mission through:
- the development and delivery of world-class professional standards;
- the promotion of the industry as a forum for Canadians to provide their attitudes and opinions into the decisions that affect them;
- the advocacy of public policy that balances the need for research services and privacy and consumer rights;
- the continuous advancement of industry practices through education and accreditation; and
- the on-going development and delivery of value added products and services to members.
At the next level are the Gold Seal Members of the MRIA. This significant and diverse group of small to large Corporate Members are the trusted providers of almost 60% of reported research revenue in Canada.
Gold Seal Members are committed to go above and beyond the MRIA’s Code of Conduct and Good Practice, adhering to an audit every three years, to ensure the highest national standards for:
- Proposal Specifications (ensuring it is clear what you are getting, and how you are getting it)
- Responsibilities of Researchers to Clients (maintaining records so research can be validated)
- Validation of Survey Work (to ensure that questionnaires are completed accurately)
- Security, Privacy and Maintenance of Research Data and Records (to ensure your confidential data remains as such)
- Responsibilities to the Public & Interviewing Children and Young People (so that your corporation is not exposed to violations of privacy legislation or industry standards)
- Marketing Research Using the Internet (to ensure you are talking to who you think you are)
- Qualitative Research (to ensure that all of these relevant standards are held in the Qualitative environment)
By working with Gold Seal Members, you can be assured that your business decisions are based on a foundation of rigorous and ethical data collection. Analysis can only be as good as the input. Look for the MRIA’s Gold Seal when selecting your next research agency.
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