Research Industry Index shows improvement in fourth quarter

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Glastonbury, Conn.—The Research Industry Index (RII), an indicator used by the Marketing Research Association to gauge activity in the market research industry, was 100 in the fourth quarter of 2010, up from a score of 91 in the same period a year earlier.

The RII is a composite score based on changes in key business metrics such as RFPs, market research projects and staffing levels.

The current RII was based on an online survey of 199 senior marketing research executives at corporations and market research firms, conducted during the fourth quarter.

The study also found that only 6% of researchers reported a decrease in market research projects in the fourth quarter.

More information about the report is available at

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