Public Release of Marketing Research Results

MEDIA RELEASE

Opinion Polling Results Standards released by Professional Marketing Researchers

(Toronto, Ontario; June 7, 2004) In an effort to preserve the integrity of public opinion polling in the eyes of Canadians, the Professional Marketing Research Society (PMRS), predecessor to the Marketing Research and Intelligence Association (MRIA), released a set of professional standards today to ensure the public are not mislead by results published in the media.

According to Alain Choiniere, PMRS Past President, the preservation of public confidence in the science of public opinion research is of mutual importance to both the Media and Marketing Research industries.

"We are in the midst of a volatile election campaign. It is particularly important that our members and the media are responsibly releasing survey data to the public," Choiniere said.

Among the Standards set out by MRIA are public reporting on sample size, how the survey was conducted, the margin of error, the date of the survey and who paid for the survey.

"All of these reporting items create transparency in the polling process and help the public establish an informed opinion about the results of a poll" says Choiniere. "If we want people to take part in the democratic process, we must be certain they have confidence in the way we conduct our business, from the time they answer our questions through to the results being published."

According to Choiniere, the release of the professional standards is just one more action taken by MRIA in the past year to enhance the professionalism of the industry in Canada. Earlier this year, the first professionally designated marketing researchers received the Certified Marketing Research Professional designation.

The full report on Public Release of Market Research Results is available here: