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January 25, 2005

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.

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January 25, 2005

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  1. The MARKETING RESEARCH AND INTELLIGENCE ASSOCIATION Ottawa Chapter would like to acknowledge the support of the following organizations. Withouttheir kind donations we could not continue to offer quality programs such as the one you are about to see.

  2. MRIA - Ottawa Chapter Marketing Research and Public Opinion Polling Under Fire! The Challenges and Opportunities Facing the Industry Presented by Don Mills, President & CEO January 25, 2005

  3. Current Business Practices and Ethics Challenges For Our Industry 1.

  4. Challenges For Our Industry • Inadequate HR practices and processes • Bait and switch selling techniques • Disrespectful treatment of respondents • Poor questionnaire design

  5. Recruitment and Retention of Staff Challenges For Our Industry 2.

  6. Challenges For Our Industry • Relatively high turnover within the industry • Not enough emphasis on personal and career development • Limited use of retention strategies

  7. The Image of the Industry Challenges For Our Industry 3.

  8. Challenges For Our Industry • Little 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

  9. The Voice of the Industry Challenges For Our Industry 4.

  10. Challenges For Our Industry • MRIA provides single voice for users, suppliers, and individual practitioners • Continuing need for advocacy and industry promotion • Standards need to be improved

  11. The Threat and Impact of Legislation Challenges For Our Industry 5.

  12. Challenges For Our Industry • The industry responding well to privacy legislation • Proposed “Do-Not-Call” legislation a serious threat

  13. Access to Decision Makers Challenges For Our Industry 6.

  14. Challenges For Our Industry • Research 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

  15. The Return on Investment Challenges For Our Industry 7.

  16. Challenges For Our Industry • Too 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

  17. The Pressure of Time on Quality Challenges For Our Industry 8.

  18. 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

  19. Advancing the Art of Research Challenges For Our Industry 9.

  20. Challenges For Our Industry • Considerable 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

  21. The Future of Probability Sampling and Statistical Reliability Challenges For Our Industry 10.

  22. Challenges For Our Industry • Response 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

  23. 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

  24. ~Scale Deviation~ Semantic Differential Ratings 10.0 "Satisfied" 9.0 8.0 7.5 7.0 6.0 5.9 5.7 6.0 5.0 4.0 3.0 2.0 1.0 0.0 Very Generally "Satisfied" Somewhat Scales Continuum What Clients can do to Support the Industry

  25. 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

  26. Increase Return on Investment What Clients can do to Support the Industry • Demand insight not facts • Insist on using experienced researchers • Judge research outcomes against objectives

  27. Promote the Profession What Clients can do to Support the Industry • Encourage certification of staff • Inform 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

  28. About Corporate Research Associates Inc. 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

  29. 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

  30. About Corporate Research Associates Inc. Strategic Client Relationships Client Needs/Expectations

  31. About Corporate Research Associates Inc. Strategic Client Relationships Client Needs/Expectations The Right Information

  32. About Corporate Research Associates Inc. Strategic Client Relationships Client Needs/Expectations The Right Information Information Into Knowledge

  33. About Corporate Research Associates Inc. Strategic Client Relationships Client Needs/Expectations The Right Information Information Into Knowledge Knowledge Into Strategy

  34. About Corporate Research Associates Inc. Strategic Client Relationships Client Needs/Expectations The Right Information Information Into Knowledge Knowledge Into Strategy Market Results

  35. About Corporate Research Associates Inc. • Qualitative Research • Seven Professionally Trained Moderators • Bilingual Capability • Quantitative Research • Multi-sector expertise • 300 CATI-enabled Stations • Database Research • In-house Statisticians • Data Management/Data Mining • Internet Research • Dedicated Resources and Specialized Software Full-Service Capability

  36. About Corporate Research Associates Inc. ACE Aliant Assumption Life Atlantic Lottery Corporation Bank of Bermuda Bell Canada Bermuda Employers Council Bermuda Government Bermuda Telephone Company Bermuda Tourism Butterfield Bank Canadian Blood Services Canadian National Canadian Oil Heat Association Canadian Trucking Association Deloitte & Touche Direct Energy Ernst & Young Fortis Government of Canada IBM Irving Group of Companies Labatt Breweries of Canada Maritime Life Microsoft International Niagara Power Nova Scotia Power Inc. Nova Scotia Tourism Philip Services Corp. Retired Teachers of Ontario Subway The Angus Group US Inspect XL Re-Insurance

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