Update on 5 Point Plan for Respondent Cooperation & Data Quality
Patrick Glaser, Director of Respondent Cooperation, CMOR
April 2007

Last fall, CMOR partnered with RFL Communications in order to bring decision-makers to a venue where they could discuss CMOR and respondent cooperation. One of the key messages delivered to CMOR was to continue with current programs that address respondent cooperation, and also expand to look into broader issues of data quality.

As a response, CMOR developed a “5 Point Plan” that serves as a roadmap for exploring problems and solutions to these data quality issues. The plan (available on at this link) is tailored to include input and cooperation from multiple perspectives.

Progress Update:

1. Establish a Forum of Client Companies
   The October Respondent Cooperation Summit underscored certain problems in survey research. One of these issues was client awareness and involvement in addressing problems faced by the survey research profession.
   
   To better understand the client company perspective, CMOR conducted a survey of End-Users of research in early 2007. The survey explored issues such as data quality, industry accreditation & best practices, respondent cooperation, and CMOR services. CMOR thanks MTKG, Inc. which graciously provided their web programming and hosting services gratis to CMOR!
   
   The findings from this study will be used as the foundation for discussions with client companies. The next steps include an online forum of client companies that CMOR will be launching in late March/early April. This forum will allow End Users the opportunity to discuss and sound off about these issues. The forum will be followed by an in-person meeting, a discussion with research providers about the “client company” perspective, and ultimately, a plan of action to implement strategies that the different stakeholders have developed.
   
   
2. Use Industry Association Leader Forum to Facilitate Collaboration
   The survey research profession covers many different niches. Participants in the Respondent Cooperation Summit expressed the need for greater collaboration among the survey research association leaders. CMOR’s leadership has been active in participating in regular telephone calls (and supplemental in-person meetings) to work together in addressing issues facing the profession. These calls have recently been used to focus on the issue of quality in research and will continue to help facilitate collaboration among the different voices of the profession toward finding solutions.
   
   
3. Outcome Rates
   One issue that has long been a problem in the profession – among research providers and clients alike - is the lack of standardization for calculating outcome rates. Although CMOR recognizes that response rates do not necessary equate to quality - it is a piece of the problem/issue. To address this concern, CMOR formed a committee to investigate the calculation of outcome rates, which resulted in CMOR’s formal endorsement of AAPOR outcome rates for probabilistic samples.
   
   Recognizing the limitations of the AAPOR calculations, CMOR will be hosting a forum in April for panel researchers in an effort to develop measures of non-response for non-probability surveys. A variety of panel research stakeholders will be included to facilitate a broad perspective and acceptance of these rates.
   
   
4. Investigate Accreditation Programs/Solutions
   A bold way to address issues of data quality may be through the development of an accreditation program that would seek to guarantee standards and that stakeholders of research follow best practices. CMOR is actively investigating the potential for such a program along with MRA (represented by Beth Teehan from Kantar Operations). We have provided information about the Media Research Council (MRC) Accreditation Program and will work to assess this potential solution for the profession.
   
   
5. Continue Respondent Cooperation Efforts
   CMOR continues to provide proactive solutions on the respondent cooperation front. CMOR takes a multi-faceted approach to the program, offering solutions through best practices, education, interviewer training, self-regulation, and more.

CMOR is currently re-launching one of the most heroic efforts to-date in this area with the “Your Opinion Counts®” program, an industry wide project to communicate the value of research to the public.

CMOR recognizes that as critical as respondent cooperation is to research; data quality also depends on the acceptance & practice of sound research practices. The profession needs organization to facilitate these efforts.

Founded by the survey research associations, CMOR is uniquely qualified to be utilized as such an instrument.

For additional information about the work being undertaken by CMOR, please contact Patrick Glaser at pglaser@cmor.org. or 860-657-1881.