IMRO standards for Online Research Profession.

In response to the profession’s need for guidance on improving quality, the Interactive Marketing Research Organization (IMRO) announced the release of IMRO Professional Standards for Database Best Practices. This in-depth set of guidelines is the culmination of many expert voices from within the online research world. The goal of the document is to set a much-needed standard for online research as well as provide a tool for online researchers to conduct research in an ethical way that will also meet client needs. This document is the only one of its kind in the research profession to address, and provide guidance for, online database samples.

“I believe the document is groundbreaking and will provide invaluable direction for those working in the online research space,” said Donna Wydra of Socratic Technologies and Chair of IMRO’s Professional Standard Committee.

It was under Wydra’s guidance that an expert Committee moved forward toward the goal of creating the multipurpose tool that is the IMRO Professional Standards for Database Best Practices.

“What originally began as a list of key questions online researchers should be asking their panel providers evolved into a comprehensive list of recommended practices to ensure the use of panel resources is as ethical and error and bias free as possible,” said IMRO President, Lynn Welsh of Olson Research Gourp. “This will no doubt serve as a measuring stick for research suppliers and buyers alike in our profession.”

The Standards include questions that individual practitioners and panel providers must be able to address to their clients’ satisfaction, along with recommended policy points, where appropriate.

As online research continues its rapid growth, a set of guidelines is needed by the profession to differentiate professional researchers from “pretenders” as well as to implement a strong ethical foundation in this newest form of survey and opinion research.

“This effort is a major advancement in addressing many of the quality issues, that face a fast growing component of the research profession,” said Executive Director of MRA (Marketing Research Association), Larry Brownell. “I would recommend to all online research buyers that they ask suppliers for their compliance with these guidelines.”

The Interactive Marketing Research Organization (IMRO) is a worldwide association of researchers dedicated to providing an open forum for the discussion of best practices and ethical approaches to research being conducted via the Internet. It is the only U.S. association dedicated to online research. IMRO is a Division of MRA.

To view guidelines CLICK below (Adobe Acrobat Reader required):

http://www.imro.org/pdf/IMRO%20Professional_Standards_for_Online_Research9_06.pdf