The March toward Quality: The ARF's Quality-Enhancement Process

Ray Pettit comments on the results of the Foundation of Quality study, conducted by the Online Research Quality Council of the Advertising Research Foundation.

The March toward Quality: The ARF's Quality-Enhancement Process

Ray Pettit

The ARF

OVERVIEW

During the summer of 2009, the Online Research Quality Council (ORQC) of the Advertising Research Foundation (ARF) actively was shaping a new online data quality improvement process based, primarily, on the results of the Foundations of Quality study. Subcommittees of experienced clients and suppliers worked together to tackle three focus areas: panels, study/survey sampling, and response quality.

Their charge was to create a series of templates, definitions, metrics, and declarations that would bring structure to the conversations that buyers and sellers are having or need to have...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands