US Advertisers, Agencies Sponsor Online Quality Council

13 August 2007

NEW YORK: The Advertising Research Foundation - backed by the Association of National Advertisers and the American Association of Advertising Agencies - has formed The Online Research Quality Council.

Its aim is to advance quality standards for online research. These standards will include the development of metrics for ...

  • Acceptable panelist response rates

  • Contact rates

  • Survey duration

  • Sampling criteria

  • Other potential quality factors.
The new council has already formed a steering committee comprising senior syndicated researcher executives from leading companies such as TNS, Ipsos North America, NPD Group, comScore, Synovate and Harris Interactive.

The council will also examine sample balancing methodologies, panel management techniques, incentives, and data collection methods. Its first meeting is scheduled for September 10.

The ARF's principal mission is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.

For further information on TOQC click here.

Data sourced from Outsell/EPS Insights (USA); additional content by WARC staff