NEWS15 April 2013

MRSM aims to improve Malaysian market research with database

Asia Pacific Features

MALAYSIA — The quality of market research in Malaysia is expected to improve with the launch of a qualitative respondents database according to the head of its marketing research society.

The proposed database aims to be launched this year by the Marketing Research Society Malaysia (MRSM) and followed consultation with industry bosses on the challenges and issues the marketing research area faced.

Speaking to StarBizWeek, MSRM president Barry Ooi said the database was to make sure that there were qualified respondents participating in qualitative focus group discussions and meet test market research practices.

In addition, it wanted to screen out ‘professional’ market research respondents as they skewed results once they became familiar with the questions asked.

Ooi said MRSM members will be able to cross-reference and check the authenticity of survey respondents.

“We want to ensure that qualified respondents are attending the appropriate focus group research and to prevent the incidence of respondents who regularly participate in focus group discussions,” he said.