january 25, 2005
DESCRIPTION
The MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION Ottawa Chapter would like to acknowledge the support of the following organizations. Without their kind donations we could not continue to offer quality programs such as the one you are about to see. MRIA - Ottawa Chapter. - PowerPoint PPT PresentationTRANSCRIPT
The MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION Ottawa
Chapter would like to acknowledge the support of the following organizations.
Without their kind donations we could not continue to offer quality programs such as the one you are about to see.
January 25, 2005
MRIA - Ottawa Chapter
Presented by Don Mills, President & CEO
Marketing Research and Public Opinion Polling Under Fire!
The Challenges and Opportunities Facing the Industry
Challenges For Our Industry
Current Business
Practices and Ethics
1.
Challenges For Our Industry Inadequate HR practices and processes
Bait and switch selling techniques
Disrespectful treatment of respondents
Poor questionnaire design
Challenges For Our Industry
Recruitment and Retention of Staff
2.
Challenges For Our IndustryRelatively high turnover within the
industry
Not enough emphasis on personal and career development
Limited use of retention strategies
Challenges For Our Industry
The Image of
the Industry
3.
Challenges For Our IndustryLittle has been done to promote the
benefits of our industry
Often linked to telemarketing
Just beginning to be professionalized
Industry standards generally in place and working
Challenges For Our Industry
The Voice of
the Industry
4.
Challenges For Our IndustryMRIA provides single voice for
users, suppliers, and individual practitioners
Continuing need for advocacy and industry promotion
Standards need to be improved
Challenges For Our Industry
The Threat and
Impact of Legislation
5.
Challenges For Our IndustryThe industry responding well to
privacy legislation
Proposed “Do-Not-Call” legislation a serious threat
Challenges For Our Industry
Access to
Decision Makers
6.
Challenges For Our IndustryResearch responsibilities generally
relegated to middle levels
Importance and value of research needs to be enhanced at senior levels
Positioning research as a strategic input rather than tactical exercise
Challenges For Our Industry
The Return on Investment
7.
Challenges For Our IndustryToo much research is non-directive
and superficial in nature
Research not aligned in most cases to strategic priorities
Objectives need to be tied to measurable outcomes
Challenges For Our Industry
The Pressure of
Time on Quality
8.
Challenges For Our Industry Suppliers too accommodating to
unrealistic client expectations
Rushed research negatively impacts the value of the work
Response rates decline with inadequate field time
Need to educate clients about the consequences of unreasonable time lines
Challenges For Our Industry
Advancing the
Art of Research
9.
Challenges For Our IndustryConsiderable progress on research
methods; less on technical matters
There is a strong need for more R&D in our industry related to the practice of research
Use of other methods of analysis and advanced analytics would increase the value of our work
Challenges For Our Industry
The Future ofProbability Sampling
and Statistical Reliability
10.
Challenges For Our IndustryResponse rates have been impacted by
telecommunication technology
The statistical reliability of online research has not yet been validated
Non-sampling error is a bigger problem than sampling error
Response rates are impacted by length in the field
Help Improve Survey Design
What Clients can do to Support the Industry
Clearer study objectives with specific desired outputs
Share corporate strategies where appropriate
Participate in pre-test process Question scales and their
interpretation
Scales Continuum
~Scale Deviation~Semantic Differential Ratings
7.5
6.0 5.9 5.7
Very Generally "Satisfied" Somewhat0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0 "Satisfied"
What Clients can do to Support the Industry
Help Raise Field Service Standards
What Clients can do to Support the Industry
Visit field service providers Live monitor interviews Establish response rate targets Allow sufficient time for call backs Limit survey length to improve
response lengths
Increase Return on Investment
What Clients can do to Support the Industry
Demand insight not factsInsist on using experienced
researchersJudge research outcomes against
objectives
Promote the Profession
What Clients can do to Support the Industry
Encourage certification of staffInform stakeholders about the use
and value of market research on a regular basis
Actively support the Industry Association
Provide a client side perspective within the Industry Association
Corporate Research Associates Inc.V a n c o u v e r, C a l g a r y, O t t a w a , S a i n t J o h n, H a l i f a x
A company in transition from a traditional regionally based market
research company to a national market intelligence company
About Corporate Research Associates Inc.
Mission Statement
To build strategic client relationships by being among the best providers of research-based, market intelligence
in North America
About Corporate Research Associates Inc.
Strategic Client Relationships
Client Needs/Expectations
About Corporate Research Associates Inc.
Strategic Client Relationships
Client Needs/Expectations
The Right Information
About Corporate Research Associates Inc.
Strategic Client Relationships
Client Needs/Expectations
The Right Information
Information Into Knowledge
About Corporate Research Associates Inc.
Strategic Client Relationships
Client Needs/Expectations
The Right Information
Information Into Knowledge
Knowledge Into Strategy
About Corporate Research Associates Inc.
Strategic Client Relationships
Client Needs/Expectations
The Right Information
Information Into Knowledge
Knowledge Into Strategy
Market Results
About Corporate Research Associates Inc.
Full-Service Capability
Qualitative ResearchSeven Professionally Trained ModeratorsBilingual Capability
Quantitative ResearchMulti-sector expertise300 CATI-enabled Stations
Database ResearchIn-house StatisticiansData Management/Data Mining
Internet ResearchDedicated Resources and Specialized Software
About Corporate Research Associates Inc.
About Corporate Research Associates Inc.ACE
AliantAssumption LifeAtlantic Lottery CorporationBank of BermudaBell CanadaBermuda Employers CouncilBermuda GovernmentBermuda Telephone Company Bermuda TourismButterfield BankCanadian Blood ServicesCanadian NationalCanadian Oil Heat AssociationCanadian Trucking AssociationDeloitte & ToucheDirect EnergyErnst & Young
FortisGovernment of CanadaIBMIrving Group of CompaniesLabatt Breweries of CanadaMaritime LifeMicrosoft InternationalNiagara PowerNova Scotia Power Inc.Nova Scotia TourismPhilip Services Corp.Retired Teachers of OntarioSubwayThe Angus GroupUS InspectXL Re-Insurance
