Research works – when you
follow the four C’s
Credentials, capability, competency, and communication. If you
want quality results from a market research company, these are the qualities
you should expect. Since the market research industry is self-regulating,
with no required test or accreditation, how do you know you’re getting
the best?
Luckily, there are professional organizations who believe in the necessity
of the four C’s when it comes to quality market research, and they’re
setting very high standards for the industry.
The four most well-known professional organizations are:
• CASRO - Council of American Survey Research Organizations
• CMOR - Council for Marketing and Opinion Research
• MRA - Marketing Research Association
• QRCA - Qualitative Research Consultants Association
CASRO is the primary national trade association of commercial survey research
companies and serves as a global benchmark of research standards and ethics.
Its members represent more than 85% of the survey revenue in the U.S.
SRA is a committed member of CASRO (and others) because we believe, as they
do, in protecting the integrity of the research process and promoting excellence
throughout the marketing research industry.
Membership in all of these groups requires a financial pledge, as well as an
ongoing commitment to high standards. Documented adherence to standards, commitment
to confidentiality, and insightful, analytical conclusions and actionable
recommendations based on reliable, verifiable research are required.
These organizations and their members represent what is best about the research
industry: an uncompromising commitment to ethics and professionalism, combined
with the desire to know more about the opinions that shape and color our world.
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