Market researchers count on support

DECLINING commercial and consumer response rates to market research in Australia has prompted two peak bodies, the Australian Market and Social Research Society and the Association of Market Research Organisations, into action. According to AMSRS WA chair Nicky Munro, the public needed to be reminded of the important role it played in market research and its value in the process. “The public’s contribution makes a huge difference, and although a lot of people feel helpless and that they don’t have a say, they do, and market research is how,” Ms Munro told WA Business News. The education process targeting both the public and market research companies started last week when AMSRS and AMRO launched a public relations program titled ‘Your Views Count’. The program includes a website and guidelines for market research companies to use when undertaking surveys. “It is designed to enhance the experience of respondents when being approached to undertake a survey and during its administration, with the objective of increasing the likelihood of participation in surveys in the future,” Ms Munro said. An annual 3 per cent fall in the number of respondents to market research inquiries had made it more difficult to obtain a “representative sample”, Ms Munro said, which led to increased expenditure and time costs.