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Industry Embraces ARF Quality Enhancement Process (Qep)

September 19, 2009

New York, NY – October 20, 2009

Pilot tests with The Coca-Cola Company, Bayer, General Mills, Capitol One, GM, Microsoft, Kraft and Unilever, accounting for a half billion dollars of marketing research purchasing power, are currently underway. ARF Chief Research Officer, Joel Rubinson, will be speaking at the ESOMAR Online Research event on October 28th, and the ARF will update the industry on the progress at the Online Research Quality Council on October 29th in Chicago, Illinois at the Starcom MediaVest Groups’ offices. Attendance is open to all.

The industry is embracing the ARF Quality Enhancement Process (QeP), as both Survey Sampling International and Mktg, Inc., among others, have enthusiastically endorsed the process.

Survey Sampling International (SSI) announced last week that, after thorough review, the company is endorsing the ARF’s recently launched QeP initiative for the enhancement of quality in online research.

“What ARF created is a big step forward for quality management within this part of the industry,” said Kees de Jong, CEO of SSI. “It is a thorough piece of work and thinking, and it deserves the recognition it needs to be successful.”

The ARF initiative is based on a significant amount of research into what affects data quality online. It focuses on the basic processes and metrics of conducting online research, and emphasizes transparency between client and supplier.

Steven Gittelman, President of Mktg, commented , ''I applaud the ARF for its efforts and focus. Our data agrees with theirs and we are excited by the validation they have provided. There are myriad drivers of online inconsistency such as mergers, changes in panel tenure and sourcing shifts just to name a few. The ARF templates will provide critical indicators that will alert informed researchers when inconsistency may be an issue.''

“The ARF Quality Enhancement Process was designed to work as a ‘must-have’ foundation for online research data quality upon which individual solution providers could add their own enhancements,” noted Joel Rubinson. “The public endorsements from SSI and Mktg, Inc. significantly reinforce that the industry is responding as we had hoped.”

Dr. Raymond Petit, SVP, Research and Standards, ARF, agreed, adding that “The ARF’s QeP is drawing attention around the industry, as new members Vision Critical, YouGov and Mktg, Inc. have all joined specifically to become part of this initiative, and we are gratified to see the interest these thought leaders have taken, and their willingness to be part of this industry-wide effort.”

Media Contact
Advertising Research Foundation 
Barry Schwartz
212-677-8700 Ext 18

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