The CMRP (Certified Marketing Research Professional designation) or PARM (Professionnel agréé en recherche marketing) was introduced to further MRIA's goal of raising the level of professionalism within the marketing research industry.
Obtaining the CMRP designation signifies a high level of knowledge and capability in marketing research theory and practice, and adherence to rigorous ethical standards set out in MRIA’s Code of Conduct and Good Practice.
By achieving the CMRP designation you:
Confirm your broad competency and mastery of theoretical and practical knowledge required to maximize value to your organization and clients;
Better position yourself for career advancement and greater earning power;
Demonstrate your commitment to continued professional development and to upholding the highest level of professional ethical standards.
The MRIA Institute for Professional Development offers a proctored Comprehensive Marketing Research Exam (CMRE). Members who successfully pass the exam are awarded the designation of Certified Marketing Research Professional (CMRP). This designation signifies high level of knowledge and capability in marketing research theory and practice, and adherence to rigorous ethical standards set out in MRIA’s Code of Conduct and Good Practice.
To help candidates prepare for the CMRE, the Core Curriculum Competency Requirements document has been published in full on this website. This document describes the level of knowledge and experience expected of a marketing research professional seeking the CMRP designation. You can download the Competency Requirements document in PDF format.
The CMRE Study Guide will assist in preparing for and succeeding in writing the CMRE. The Guide is available FREE OF CHARGE to all MRIA members in good standing.
Structure of the Comprehensive Marketing Research
The CMRE consists of two parts of 3.5 hours each. The passing mark for each part is 65%. Both parts must receive at least 65% to pass the Exam.
Types of questions The examination includes the following three types of questions:
Type of Question
Single Subject & Multi Subject
Range of Marks Allocated
NOTE: The total marks allocated to each type of question in each Subject Section may exceed 100 but the score will then be adjusted to a score out of 100 to calculate the final exam score.
The comprehensive question is the first part to be written.
The CMRE is a closed-book exam, and no reference materials are permitted. Candidates are not permitted to bring calculators, computers, or electronic data storage devices into the examination room. The following are supplied during the exam:
A basic four-function calculator
Output from statistical analysis
Dialogue from qualitative research
Requirements Any individual seeking to write the CMRE must be a regular MRIA member in good standing.
There are two paths to be qualified to write the CMRE:
1. Complete the MRIA Certification Program
Possess a university degree from a recognized university.
Have a minimum of two (2) years of marketing research work experience.
2. Challenge the exam (write the CMRE without completing the 12 Core courses)
Have successfully completed the MRIA Core Course “102-Ethical Issues and Privacy in Marketing Research”.
For candidates holding a university degree from a recognized university: Have a minimum of eight (8) years of work experience at a professional level in the marketing research and intelligence industry at the time of application.
For candidates without a university degree from a recognized university: Have a minimum of twelve (12) years of work experience at a professional level in the marketing research and intelligence industry at the time of application.
Exceptions to the above criteria will be considered on a case by case basis.
1. Graduates of the following programs are not required to take any of the MRIA Core courses and are fully qualified to write the CMRE, provided they possess a university degree from a recognized university and at least two (2) years of marketing research work experience:
Georgian College, Research Analyst Program
Algonquin College, Marketing and Business Intelligence Research Program
2. Graduates of the University of Georgia (Marketing Research Institute International) Principles of Marketing Research course are qualified to write the CMRE provided they possess a university degree from a recognized university, have at least two (2) years of marketing research work experience and have completed the MRIA Core course “102-Ethical Issues and Privacy in Marketing Research”
3. Other university, college and professional development courses will be assessed on a case by case basis. To apply equivalencies, please download and complete our Course Exemption Request Form [PDF Format]
Application deadline: Friday, January 4, 2013 Examination date: Friday, February 1, 2013 Application deadline: Friday, May 31, 2013 Examination date: Friday, June 28, 2013
To apply for the CMRE, members must submit a completed application, including all supporting documents, to the MRIA office. To help cover the cost of developing and proctoring the exam, applicants will be required to pay an exam fee of $395. Payment must be submitted with the application. Applicants will be notified if their application has been accepted. Applicants who do not qualify to write the exam will be refunded the application fee paid less a $75 administration fee.
For cancellation terms and conditions, click here
Please note that CMRE exams may be held only in certain locations across Canada.
When Submitting Your CMRE Application, Please Ensure:
Application is completed and signed
Updated resume is attached
Photocopy of university degree is attached
Other supporting documents are enclosed (if required)
The $395.00 Examination Fee (plus applicable taxes) is included
"What would cause a mid-career researcher with a well-established practice and a busy schedule to feel the need to write the CMRE and attain the CMRP designation? Like many of my peers, I reacted to the prospect of writing a lengthy exam with a certain measure of intimidation – it had been 15 years since my last exam – and I felt intimidated by the prospect of putting my skills on the line.
However, I was encouraged by Environics' President, Barry Watson, and the more I thought about it, the more I became intrigued about the opportunity to demonstrate to myself that I was up for the challenge and that I could compete with the best in Canada. Both the study guide and the newly introduced CMRE prep course made it much easier to know what to focus on. I feel that the process of preparing for it, writing the exam, and undertaking the commitment to learn and uphold the Code of Conduct and Good Practice, have made me a better researcher in every regard. A benefit I didn't anticipate was that as a manager of young professionals entering the industry, I can say with much greater authority why it is important for them to undertake the exam at the earliest opportunity as well.
To my peers in the industry who are similarly seasoned but still have lots to accomplish in their careers, what are you waiting for? They call it 'challenging' the exam for a reason; you're still up for a challenge, aren't you?"
David MacDonald, MBA, CMRP Group Vice President, Financial Services
Environics Research Group
"Achieving the CMRP designation was a capstone moment in my career. Along with the experience and reputation I gained in the qualitative research industry, my time on the PMRS and MRIA national board, and the advantage of starting out in smaller research companies where you had to wear many different hats, it helped me get where I am today. The CMRP added credentials to my name when I ran my own consulting practice and when I taught for three years at BCIT (British Columbia Institute of Technology). The honor in having the exam developed and marked by industry gurus, helped validate that I’ve got a broad skill set to bring to the table. Now I feel part of an elite group of researchers who have seen the value and importance in testing and certifying their knowledge base, and who demonstrate the ongoing high research and ethical standards which being a CMRP requires. I’m proud to hang the CMRP designation on my wall at Vision Critical and to encourage others to pursue the designation."
Ellie Sykes, CMRP
VP Community Insights
Vision CriticalTM, Vancouver
"I recently took on a new client-side researcher role that was very attractive but somewhat daunting to me: it involved a new industry, an organization whose research needs cover more areas than what I had been exposed to previously, and a structure with a single in-house researcher instead of a team of internal resources.
I decided to prepare for, and write, the CMRE as a means to review the broad fundamentals of market research. Doing so raised my comfort level that I have a sound, up-to-date understanding of market research techniques and applications.
For me, having this renewed confidence and understanding has enhanced the productivity of my interactions with research agencies, and in the end helps ensure that the market and consumer insight studies I purchase to meet my organization’s needs are highly relevant and actionable."
Anne Marie David, CMRP
Market Research Manager
Schering-Plough Canada Inc.
"I am very proud that I achieved my CMRP designation through challenging the CMRE in June 2009. Achieving the CMRP designation had been a professional and personal goal of mine. I hope that in attaining the designation that I give my clients even greater confidence that I am providing them with the best marketing research advice and service that meets their research needs, and that I'm conducting this research to the highest level of professional ethical standards. Furthermore, I feel honoured to be put in a class of great marketing research professionals who have also attained the designation, and to have received the designation through the highly respected MRIA. I challenge all of you to also attain the CMRP!”
Tracy Bowman, CMRP
Social Science Specialist
Why I Hire CMRPs
"We are strongly supportive of our industry's professional accreditation program and proud that the vast majority of our professional research staff now have the CMRP designation. The CMRP designation is quickly becoming a recognized requirement for our industry."
Don Mills, CMRP
President & CEO
Corporate Research Associates Inc., Halifax
"In a world where disintermediation is so prominent and low cost of entry makes DIY research within reach of everyone, those who truly have the differentiating skills and knowledge need a way to standout in the marketplace. The MRIA's CMRP does just that. An earned designation is not for the faint of heart. It tells an employer that you are a serious, thoughtful professional who is committed to marketing research as a profession. In addition to the obvious display of knowledge and skill, taking the time and effort to earn the CMRP demonstrates focus, determination, and goal orientation, all of which make a big impression on prospective employers."
Barry G. Watson, Ph.D., CMRP, FMRIA
President and CEO
Environics Research Group