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

Ray Pettit

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...

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