Whether you are thinking about enlisting the services of a market research society or a marketing research association, performing some preparatory research tasks will ensure a successful and smooth business operation. There is a plethora of industry-specific information available to professionals to aid in marketing research preparation that can be assessed online.

Consider the following before working with market research organizations:

1. Gain a better understanding of the relationship that exists between market research associations and their clients.

2. Review case studies from market research groups to learn about the experience that awaits you.

3. Become familiar with ethical and business standards for professional organizations in the marketing research industry.

Action Steps
The best contacts and resources to help you get it done

Understand what to expect in a relationship between a market research association and your business

Before you commence business activities with a marketing research association it will be beneficial for you to possess a picture of what kind of relationship you can anticipate. This will ensure your company is prepared and will guard against any surprises. If you hold an accurate grasp of the role of market research associates you can enter into the relationship with an appropriate list of objectives and goals.

I recommend: Learn about relationships between businesses and marketing research firms by reading an article from Industrial Marketing Management at ScienceDirect. Check out an article pertaining to the relationship between providers and users of market research at JSTOR.

Gain a feeling for what your experience will be like working with a market research organization

Being conscious of the type of experience that should be expected with a association of marketing research is just as important to understand in the outset as relationship issues. Accessing case studies provided by a marketing research society or an international marketing research organization will give you first-hand accounts of other business' experiences with marketing research services. From their narratives you may even be able to decipher what strategies, such as marketing research focus groups, work best.

I recommend: Look through the case studies featured at Maritz. DMC Associates provides sector-specific case studies for you to peruse.

Learn about professional and ethical standards guiding market research companies

Be sure you are versed in ethical and professional guidelines and codes that advise market research associates and market research associations. Acquiring such knowledge will ensure that all business activities carried out on behalf of your company are ethically and professionally sound. A market research organization will not be able to pull one over on you if you are familiar with industry standards.

I recommend: Take a look at an article regarding standards for the market research industry as well as links to other journal articles provided by the International Organization for Standardization. Review professional standards and codes at Esomar which provides users with downloadable documents and useful links.

Market research groups are a group of survey and research professionals who want to share their experiences and knowledge. They are a source of support, information, education, networking and solutions in the survey industry. The goal of these associations is to protect and promote standards, knowledge, ethics, excellence and professional development in the market and opinion research profession.

Market research groups link you to workshops and seminars, which study emerging trends and challenges in the industry. You exchange ideas about processes and methods. As a result, your job performance and professional development are fine-tuned. Consider:

1. Using a marketing research association to grow as a professional in the industry.

2. Reviewing different market research society membership levels.

3. Taking advantage of conferences, forums and other networking resources provided by a market research association.

Action Steps
The best contacts and resources to help you get it done

Consider a market research society to grow as a survey professional

Becoming a part of a marketing research association allows you to network with colleagues and peers, speak your mind in a protective environment and gain knowledge about the industry. Market research organizations are a group of professionals just like you, with one goal in mind: to advance the industry.

I recommend: Marketing Research Association (MRA) helps organizations and businesses leverage the voice of the customer. MRA provides members with training, educational programs, networking opportunities, conferences and publications. There are 3,000 members and they come from all parts of the research industry. Enhance your professional growth by getting PRC certified. American Marketing Association (AMA) is the largest market research association in North America. Use their Career Center to successfully manage yours. Use Marketing Research Services, Inc. (MRSI) as a tool to find market research groups around the country.

Pay annual dues to belong to market research organizations

Market research groups' dues usually range depending on the membership level. Once you find an association you want to join, decide what type of commitment your company is willing to give.

I recommend: More than 300 companies belong to the Council of American Survey Research Organizations (CASRO). The market research organization promotes the image of survey research, tries to protect people's privacy and rights, advocates for self-regulation and pushes for legitimate research companies. You must agree to a strict code to join CASRO. Membership to the CASRO forums is free; participate in member forums to network with other professionals. The Council for Marketing and Opinion Research (CMOR) consists of more than 150 member companies. CMOR promotes positive legislation and works to stop restrictive legislation which impacts the survey research industry. Join CMOR if you're concerned about lowering the costs of research, avoiding the impact of restrictive legislation and improving the value of survey samples.

Get valuable networking benefits from joining market research associations

When you join a marketing research industry, you are connected to marketing data, case studies, articles, best practices and more. Statistics show that professionals who belong to an association make more money than non-members, because of their access to resources and industry tools. Not only do you make bigger profits, but you develop more self confidence.

I recommend: Pharmaceutical Marketing Research Group (PMRG) is a marketing research association with the goal of promoting the practice, principles and power of health care marketing research. Members learn how to make better business decisions through annual conferences, seminars, educational courses and other networking opportunities. Read the code of conduct and register online. American Association for Public Opinion Research (AAPOR) is the most prominent organization of survey research and public opinion. Members come from media, academia, government, private industry and the non-profit world. Membership benefits include reduced rates to the annual conference, a journal subscription and access to the membership directory.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Consider a company membership instead of individual membership to a marketing research society so several employees can benefit.

If you work at an international marketing research organization or association of marketing research, it is essential to your professional success that you are knowledgeable and informed about industry news and trends, such as understanding the latest in marketing research focus groups. Keeping current on such information will illustrate to employers and clients your marketing research savvy and expertise.

Individuals in the marketing research field have a plethora of resources from which to gather pertinent industry information, including the Internet, print and online periodicals, and email newsletters. Consider the following regarding market research organization news and trends:

1. Visit blogs provided by professional organizations in the marketing research industry to learn about relevant news and trends.

2. Utilize marketing research society websites and online or print magazines containing relevant industry content.

3. Consult daily or weekly news alerts and reports compiled by a market research organization.

Action Steps
The best contacts and resources to help you get it done

Read blogs focusing on market research groups and organizations

Regularly review blogs produced by market research associations to stay up-to-date on industry news and trending information. Blogs are updated daily, providing business professionals with breaking headlines and under-the-radar news bits that may be missed by broadcast or print information sources. You can access blogs at any time and from anywhere with an Internet connection.

I recommend: Take a look at the latest news and insights at the Interactive Marketing Research Organization's blog, The Net Scene, or check out the market research blog at B2B International.

Browse market research society websites and online or print publications

Take advantage of market research association websites and magazines that provide industry professionals with frequently updated content. Websites offer a wealth of resources in the form of newsworthy headlines, useful links, and archived papers. Magazines are equally useful resources, as they can be perused either electronically or in hard copy and contain in-depth features and reports pertaining to the market research industry.

I recommend: Read articles in Alert! Magazine, a publication provided by the Marketing Research Association. Subscribe to Research Magazine, an international market research publication produced by Research Solutions. Visit the Market Research World website to stay informed about market research news.

Sign up for news alerts and e-mails from market research companies

Remain informed from anywhere by signing up to receive news alerts and other e-mails from market research associates and organizations. You can usually choose the frequency with which such reports are delivered to your in-box. By registering for multiple alerts, you will stay in the know concerning industry news and trends and can help guard yourself against any one company's bias in reporting.

I recommend: Sign up for e-mail alerts to be received every other week from MarketResearch.com. Register for daily or weekly news e-mails from MrWeb.

If you count the census, the first extensive poll conducted in the US occurred in 1790. While market research as commonly used today can be traced back to the 1930’s with pioneering Dr. George Gallup, modern polling came into its own just after World War II, so the industry is relatively young. As the Internet becomes ever more ubiquitous and transparent, and social media becomes more widely accepted, survey and opinion research will need to adapt. Stay abreast of shifts in the industry once you decipher the alphabet of key market research organizations, outlined below.

Action Steps
The best contacts and resources to help you get it done

AAPOR

Founded in 1947, the American Association for Public Opinion Research (AAPOR) remains the pre-eminent choice of organizations for survey research and public opinion professionals in the US. It advocates for the industry, promoting greater public understanding of market research's role in developing a better-informed society. The organization is more esoteric in its approach to survey research, with members of academia and public policy strongly represented in its ranks.

I recommend: Check out the AAPOR FAQ page for commonly asked questions about surveys, especially election polls.

CASRO

Founded in 1975, the Council of American Survey Research Organizations (CASRO) provides advocacy, representing the interests of around 300 businesses and research operations in the US and abroad. The organization calls itself 'The 'Voice and Values' of the survey research industry, with standards that protect public privacy, lobby on behalf of the industry and that call out disreputable companies who threaten the industry's reputation.

I recommend: Review CASRO’s site for an overview of the organization. In addition, click on the For the Public/Media tab for a short history of market research.

AMA

As the largest marketing association in North America, The American Marketing Association (AMA) publishes periodicals, hosts on-line libraries and produces annual seminars for market researchers, connecting researchers back into the marketing field.

I recommend: Learn more about the AMA and how their job board can help you locate potential employers looking for market researchers.

MRA

Based in Glastonbury CT, the Marketing Research Association was formed in 1954 as an offshoot from the New York chapter of the AMA, a result of a Trade Problem Discussion Group. MRA provides professional development and networking opportunities for its roughly 3,000 members from all over the world and representing various aspects of the industry.

I recommend: The MRA links to a Professional Research Certification (PRC) program, where you can look to become certified or hire someone who’s been certified.

CMOR

CMOR was established as The Council for Marketing & Opinion Research in 1992 by the AMA, the MRA and the Advertising Research Foundation (ARF). As an umbrella organization, it serves to advance market and opinion research by promoting public understanding and acceptance, and advocating on behalf of corporations involved in research.

I recommend: CMOR explains the key differences between research and sales, to better tell apart true research from telemarketing calls disguised as surveys.

ESOMAR

For a continental flavor, check out the European Society for Opinion and Marketing Research (ESOMAR). Founded in 1948, and headquartered in Amsterdam, ESOMAR has over 5,000 members in 100 countries, both providers and users of opinion and marketing research.

I recommend: ESOMAR provides an online directory to over 2,000 research organizations worldwide.