“This program is a critical initiative pushing the industry forward at a time when methodology and data practices are under scrutiny,” said Vas Bakopoulos, Head of Research & Insights at the Mobile Marketing Association (MMA), the first organization to have its study certified through this program.
“This program is a critical initiative pushing the industry forward at a time when methodology and data practices are under scrutiny,” he added as he welcomed the feedback from peers that “invaluably enhanced our research”.
Launched with transparency as its guiding principle, a key element of the ARF Research Quality Program certification includes making study data available for public review and reanalysis.
“Our Research Quality Certification program is central to the ARF’s mission to improve the practice of advertising, marketing, and media research through objective research-based insights,” said Paul Donato, Chief Research Officer, the ARF.
“There is no better way to generate such insights and achieve industry leadership than through research that addresses gaps in our knowledge with scientific rigor and transparency,” he stated.
Quality certification is available to ARF members and allows members to have their research projects reviewed and certified as meeting high scientific standards, regarding the study’s purpose and design, its methods, and data analysis.
Certification additionally offers ARF members the opportunity to receive expert input for their research efforts and have their studies recognized for their quality and objectivity.
The program differs from accreditation in that it is not intended for syndicated currency-related research. Additionally, it goes beyond assessments of the validity and reliability of measures used and considers all aspects of a study and its relationship to scientific principles in design, methods chosen, analysis, and interpretation of the data.
Sourced from ARF; additional content by WARC staff