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Research-on-research initiative plans to challenge assumptions about online quality.
The Advertising Research Foundation (ARF) has said it wants to challenge the received wisdom about online quality with a set of major industry-wide studies.
The organisation’s chief research officer Joel Rubinson told Research that concerns about professional respondents and multiple panel membership have not been properly tested, and that in some cases guidelines have been developed without the necessary research being done.
A veritable “who’s who” of industry leaders have been elected to the Advertising Research Foundation's Board of Directors.
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