ARF aims to fix quality problems in online research
Eight corporations including Unilever, Coca-Cola Co., General Motors, Kraft Foods, General Mills, Bayer, Capital One and Microsoft will test the newly developed process that aims to ensure the reliability and accuracy of online research. Developed by the Advertising Research Foundation (ARF), the process is represented by a half billion dollars in research spending by the businesses hopeful of its success. Jack Neff with Ad Age reports the story:
The goals of the new process include making online research panels reliable, creating consistency in research population samples from project to project, and protecting against fake and duplicated research. The foundation of the process is that it relies on a checklist system for project parameters. This would replace the older and arguably ineffective system which only states minimum guidelines. For 30 days, the eight research buyers will use ARF's process to choose a supplier for a project. They will report details and their critiques early in the year 2010.
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