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| Author: | Walker, R. Pettit, R. Rubinson, J. |
| Title: | The foundations of quality initiative: a five-part immersion into the quality of online research |
| Journal: | Journal of Advertising Research
2009 : DEC, VOL 49:4, p. 464-485 |
| Index terms: | quality control advertising research |
| Language: | eng |
| Abstract: | The article is a special report from the Advertising Research Foundation (ARF), presenting the results of a quality-of-research initiative: Foundations of Quality program (FoQ). As the use of online methods in advertising research is increasing, the purpose of the FoQ program is to ensure accurate, precise and trustworthy results of online research. The Online Research Quality Council (ORQC) operating under ARF consists of suppliers and advertisers, and provides fact-based answers to questions about the quality of online research. The learnings and results from FoQ are for the benefit of firms across the industry. |
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