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MARKETING RESEARCH AND INTELLIGENCE ASSOCIATIONOttawa Chapter

We would like to acknowledge the support of the following organizations:

Without their kind support, we could not continue tooffer quality programs such as ……

MRIA Standards Update & PIPEDA Review

David W. Stark MRIA Standards Portfolio Chair

September 2006

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Agenda

1. ISO 20252 & access panels draft standard

2. MRIA standards review

3. Charter of Respondent Rights

4. Research on wireless-only households

5. PIPEDA review – what’s next?

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ISO 20252 & access panels draft standard

MRIA represented Canada in the development of ISO 20252 — Standard for Marketing, Opinion & Social Research

Now ISO is working on new standard for access panels

MRIA again representing Canada in this process, led by Don Ambrose

ISO meetings in October and April

http://www.mria-arim.ca/STANDARDS/CODE2005.asp

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MRIA’s Ten Core Principles

1. Consent

2. Public confidence

3. Public’s rights privacy

4. Accuracy

5. Ethical practice

6. Client rights

7. Lawfulness

8. Competency

9. Familiarity

10. Professionalism

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MRIA standards review

• Standards review task force– Don Ambrose, David Stark, Barry Watson, Brendan Wycks

• New MRIA Quality Standard for Gold Seal Members and MRIA Code of Conduct under development now

– Plan is to circulate drafts in November to MRIA Chapter Presidents and Portfolio Chairs for input from their respective committees– Revise and submit drafts to Board of Directors for review and approval– Circulate Board-approved drafts to entire MRIA membership– Membership to vote on new documents at AGM in March 2007

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MRIA standards review

• MRIA Quality Standard for Gold Seal Members– Designed to meet or exceed ISO 20252 (International Standard for Market, Opinion and Social Research)– e.g. ISO requires 5% of telephone interviews be monitored; MRIA requires 10%– MRIA requires members to inform clients in advance if any part of the work may be subcontracted/outsourced. No such requirement in ISO 20252– More rigorous requirements in MRIA Standard to:

• provide full descriptions of sample design and selection procedures

• ensure participants in qualitative projects are unbiased by marketing research process

• Disclose information pertinent to the reliability and validity of Internet-based research findings

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MRIA standards review

• MRIA Code of Ethical Conduct– Combine into a single document all ethical rules that are currently found in two documents

• Standards and Rules of Practice for Corporate Members

• Rules of Conduct and Good Practice for Individual Members

– Maintain current organization of document into sections addressing:• Professional Responsibilities

• Responsibilities to Public

• Responsibilities of Researchers to Clients

• Responsibilities of Clients to Researchers

– Maintain sections addressing rules for Qualitative, Internet-based research, Children– Improve the complaints procedure and disciplinary remedies

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Charter of Respondent Rights

• MRIA is planning to launch a communications campaign this fall to increase Canadians’ awareness of research and its positive contribution to society.

• Campaign will include a consumer-oriented Web site

• One of the campaign’s centrepieces is a Charter of Respondent Rights

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Charter of Respondent Rights

Your participation in legitimate marketing, social or public opinion research is very important to us. We value your honest feedback and your time. Your opinions help companies develop new products, make existing ones better, and improve customer service. Your views also assist governments and non-profit organizations in advancing laws and policies that are in the public interest.

 

Our relationship with you is based on respect, trust and goodwill. When you participate in research conducted by our firm, or by any other corporate member of the Marketing Research & Intelligence Association (MRIA), you can be assured that:

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Charter of Respondent Rights

Article 1 You will always be told the first name of the person contacting you, the research company's name and the nature of the study.

Article 2 You can verify that the research you have been invited to participate in is legitimate in one of two ways.  You can either obtain a registration number and the MRIA's toll-free telephone number for any research registered in the MRIA's Research Registration System or you can obtain the contact information of the research director that is conducting the study

Article 3 You will not be sold anything or asked for money.

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Charter of Respondent Rights

Article 4 Your privacy and the privacy of your answers will be respected and strictly preserved in accordance with the organization’s privacy policy and applicable federal and provincial laws.

Article 5 You will be contacted at reasonable times, but if the time is inconvenient, you may ask to be re-contacted at a more convenient time.

Article 6 You are entitled to know the approximate duration of the interview.

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Charter of Respondent Rights

Article 7 Your decision to participate in a study, answer specific questions, or discontinue your participation will be respected without question.

Article 8 You will be informed in advance if the interview will be recorded and the intended use of the recording. You may choose not to proceed with the interview if you do not want it to be recorded.

Article 9 You are assured that the highest standards of professional conduct will be upheld throughout all stages of the study.

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Research into wireless-only households

• Cell phone-only households stood at 4.8% in December 2005, nearly double the previous year

• As this percentage grows, it will have implications for RDD surveys

• Currently, there is limited information about the demographics of Canadians who have given up their landline phones

• Statistics Canada conducts Residential Telephone Service Study (RTSS) each December as part of its larger Labour Force Survey

• MRIA Response Rate Committee submitted funding request of $3K, which MRIA Board approved, for StatsCan to run additional tabulations on data to better understand wireless-only population

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Research into wireless-only households

• U.S. research suggests that wireless-only population is demographically similar to those who were temporarily cell phone-only within the past three years

• New question on RTSS will ask whether people were without basic landline phone service for one month or longer in the past three years. Those who say yes will be asked whether they or someone in their household had a cell phone during that period.

• Results will help us understand demographic makeup of “recent cell phone-only households” and possibly offer a technical means for RDD surveys to compensate for the loss of wireless-only households

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PIPEDA Review – what’s next?

– Enforcement of PIPEDA criticized

– Privacy Commissioner of Canada treats offending organizations with kid gloves

– Commissioner’s Office understaffed

– Prediction #1 = More resources, order-making power, leading to tougher enforcement

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PIPEDA Review – what’s next?

– No explicit requirement in PIPEDA for organizations to notify individuals when there has been an actual or suspected breach of their sensitive personal information

– Data breach notification laws in 33 U.S. states popular with consumers

– Prediction #2 = requirement to notify