Online research guidelines released

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Anaheim, Calif.—Squarely confronting a slew of known problems in online surveys and methodologies, a guidebook for online research buyers was unveiled this week at the three-day Market Research Event 2008 here.

The guide, “Platforms for Data Quality Progress: A Client’s Guide to Rapid Improvement of Online Research,” was conceived, created and produced by RFL Communications, publisher of a number of news and business information products for the market research industry.

“I believe the market research industry is at a crossroads,” said Marc Dresner, executive editor at RFL, addressing the conference’s opening-day luncheon. Quality data and research recommendations are especially important today, given uncertain business conditions, he added.

The result of an 18-month series of industry meetings among 40 consumer research agencies and online sample providers, with input from the research departments of more than 50 leading corporations, the guide offers five “platforms” or questions research buyers should ask of research partners.

The free 40-page guidebook has been distributed in hard copy to more than 3,000 research buyers and can be downloaded in PDF or ordered at The American Marketing Association’s Marketing Research Council has also reviewed this material and is making it available to AMA members at

—Ellis Booker

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