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					                                      CHAPTER MATTERS
Greater NY Chapter
                                                APRIL, 2008                                                                      VOLUME 10, ISSUE 2
Marketing Research Associates            A PUBLICATION OF THE GREATER NY CHAPTER OF THE MARKETING RESEARCH ASSOCIATION
 .O.
P Box 3242
Grand Central Station
NYC, NY 10163
                                                          PRESIDENT’S MESSAGE
                                       As I sit at my desk late at night and ponder                               industry evolved to RDD sample, which for a
                                       the future of our Association and Marketing                                while seemed to reduce the call for a more
                                       Research, one thing keeps running through                                  representative     way     to      reach   our
                                       my mind (besides that I need to go home).                                  population and hence increase data quality.
                                       That is, “The more things change the more                                  Then some years later came the Internet, for
                                       they stay the same.” Of course, this is in                                 better or for worse, and data collection
                                       relation to marketing research. No matter                                  changed dramatically. At first large amounts of
                                       what data collection methodology is the                                    data could be collected in days, now in hours.
                                       most current popular method, it all boils                                  Who knows, maybe the next evolution in data
                                       down to quality. Everyone wants their data                                 collection will allow us to collect large
                                       more quickly and less expensively than last                                amounts of data in seconds. But... will it be
                                       year. But in my opinion, in the long run, it          Scott Sycoff         quality data? All I know is that I am
                                       all boils down to quality. Wikipedia says,      Executive Vice President   confident our association and our industry
                                       “Data Quality refers to the quality of data.      Innovative Concepts      will take the necessary measures to help
                                       Data are of high quality ‘if they are fit for 2007-2008 Chapter President ensure quality data.
                                       their intended uses in operations, decision                   Scott Sycoff
                                       making and planning’" (J.M. Juran). Alternatively, the data Executive Vice President
                                       are deemed of high quality if they correctly represent the Innovative Concepts
                                       real-world construct to which they refer.
                                       Sure, everyone says they want it more quickly and less
                                       expensively, that is until there is an issue with the data



                    Spring Is Here!
                                       quality. Data quality has been an increasingly popular issue
                                       in the past year or two with the ever growing usage of online
                                       panels and its inherent usage of repeat respondents, and by
                                       that I mean someone being on more than one panel. But
                                       what is impressive with our industry and specifically with
                                       our association is its ability to correct perceived flaws in how
                                       we do things, which is something that I have seen taking
                                       place all the time within our association of marketing
                                       research professionals over the past 20+ years.
                                       When I first began my career in marketing research, the
                                       industry was in the process of re-evaluating the use of
                                       listed telephone sample (literally ripped right from the
                                       phone book), which of course had its flaws. From this our
      EDITOR’S NOTE                                                                   CALL FOR                                                                           PEOPLE NEWS
                                                                                                                                                             NEW FACES AND PLACES AND STARS ON THE RISE…
                                                                                      WRITERS!                                                                                      as compiled by Kevin Sheehan

                                                                                                                                        Gazelle Globalization Group (g3) is pleased to announce the     New Book Announcement for one of our members…
                                                                            We’re looking for a few good men and women to write
                                                                                                                                        expansion of our production team through the hiring of          Selling Blue Elephants-How to Make Great Products That
                                       ARE YOU FREAKED OUT YET?             for the newsletter. You don’t need to be Hemingway (as
                                                                                                                                        Alexander Veidt as a translation project manager specializing   People Want Before They Even Know They Want Them
                                        It’s certainly been a winter of     you can tell from my own articles), just a point of view,
                                                                                                                                        in European and Asian languages.                                (Howard Moskowitz, Alex Gofman, Wharton School Publishing,
                                        discontent. I can’t remember        a nugget of expertise and access to a computer. Articles
                                                                                                                                                                                                        2007)
                                        the last time I picked up a         can be short, medium or long, informative or amusing.       Tom H. C. Anderson, Founder & Managing Partner of
                                                                            Almost no topics are out of bounds. Most importantly,       Anderson Analytics, in conjunction with the company’s           Through engaging, informative cases studies, Selling Blue
                                        paper and didn’t see multiple
                                                                            send what you would like to read in your newsletter.        updated website at www.andersonanalytics.com, has started a     Elephants illustrates how brands like Hewlett-Packard, Prego,
                                        articles on: A. The coming
                                                                                                                                        blog, the ‘Information Advantage’ (www.tomhcanderson.com).      Vlasic, and MasterCard utilized a fast, easy, flexible and cost-
                                        recession (no Valentine’s gifts       Anyone interested please contact Kevin Sheehan at
                                                                                                                                        The blog will, among other things, include upcoming round-      effective process known as Rule Developing Experimentation
                                        this year.), B. The ever increas-              ksheehan@focusvision.com.
             K. Jonah Jameson                                                                                                           table discussions between Anderson and marketing gurus such     (RDE) to transform the way they create consumer-targeted
                                        ing cost of oil and gas (Turn the
          Editor, The Daily Bugle                                                                                                       as Jack Trout, Guy Kawasaki, Laura Ries, and David Aaker.       products and messages. In today’s hyper-competitive world, it
                                        furnace off, we sleep with the
                                                                                                                                                                                                        isn’t enough to know how to make products better.
                                        dogs tonight!), and C. The                                                                      Exhibit Surveys Inc. would like to announce the following       Organizations must be able to anticipate what consumers need
                                      downward spiral of Britney and                                                                    promotions:                                                     before they realize they can’t live without it. Selling Blue
    her little sis (Kids, time for another family meeting to talk about                                                                   Ian K Sequeira to Executive Vice President from VP.           Elephants will change the way people think about selling to
    why Mom and I have thrown the TV and radio out the window.).
                                                                                                                                          Nancy Flora to Research Production Manager from               present and future customers. RDE offers companies worldwide
    Add to that a gaggle of presidential wanna-be’s that make me                                                                                                                                        a tool to give them competitive differentiation and a means to
                                                                                                                                                      Project Manager.
    wanna-be Canadian, it’s no wonder my doctor is concerned about
    my blood pressure. Which is why I can promise your senses will
    not be assaulted by the trials and tribulations of our turbulent,
                                                                               NOMINATING                                                 Darren Leib to Director of Client Programs and Research
                                                                                                                                                      Systems from Program Manager.
                                                                                                                                                                                                        break away from competitors.
                                                                                                                                                                                                        In less than 10 months, the book has had brisk sales on six
    tempestuous times as you turn the pages of this terrific tabloid.
    OK, when I get nervous, I alliterate. Sue me.
    Besides, spring is coming, and with it a couple of great
                                                                                COMMITTEE                                               National Qualitative Centers (NQC) has expanded again!
                                                                                                                                        Its newest qualitative suite has its own separate entrance, a
                                                                                                                                                                                                        continents, was on international bestseller lists, has been
                                                                                                                                                                                                        endorsed by top universities and corporations, and enjoyed
                                                                                                                                                                                                        wide media coverage. It has been translated and republished
                                                                                     The nominating committee this year                 700 square foot conference room, an observation room which      in eight countries, with another seven licensed and in
    opportunities to get together and enjoy one another’s company           (who will be nominating candidates for President Elect                                                                      production.
                                                                                                                                        seats 18+ clients and an attached, close-circuited lounge
    at the Joint Chapter Conference in Philly or the national                       and 2 Director-At-Large seats) will be:             which seats up to 10 more.
    conference in NYC. Between the two, I’m sure I’ll have enough                                                                                                                                       New York Consumer Center would like to announce the
    pictures in the next newsletter to rival any high school yearbook.                Brendan Sammon -- 732.952.0000                    With 8 suites in a single downtown Chicago location, NQC is     following new hires:
    So try to forget the doom and gloom and if you see me at a                             brendans@whoisq.com                          the largest qualitative facility in the world.
                                                                                                                                                                                                        Kevin Weng, Facility Supervisor : Kevin is responsible for all
    conference, smile. You could make the front page. And that’s a                          Q Research Solutions                        Contact Ilyse Levy or Pam Kowalewski by phone                   areas of project execution, scheduling, client arrangements,
    whole lot better than another embarrassing shot of Britney.                          Jacki Spear -- 732.972.2141                    (1-800-335-1222) or by e-mail, at                               respondent verification, inventory control and hospitality
                                                                                    jacki.spear@onlinesurveysolution.com                CHICAGO@ NQCCHICAGO. COM                                        management. He graduated from Philadelphia University with
             Kevin Sheehan – Kevin@focusvision.com –203 428 2422                            Online Survey Solutions                                                                                     a Bachelor of Science in Marketing and has numerous years of
                                                                                         Meg Ryan -- 610.544.0690                                                                                       experience as Assistant Supervisor of Admissions at a major
                                                                                     Meg.Ryan@onlinesurveysolution.com                                                                                  NY tourist attraction, managing thousands of guests daily.
                                                                                           Online Survey Solutions                                                                                      Kristin Ameruoso, Project Manager : Kristin is a member of
                                                                                        Kim White -- 610.450.5851                                                                                       a client-focused service team that sets the standard for
                                                                                      kwhite@schlesingerassociates.com                                                                                  exceeding expectations, and is responsible for various aspects
                                                                                           Schlesinger Associates                                                                                       of project management, including maintaining quotas,
                                                                                       Please contact them if you have                                                                                  reviewing respondent grids, and writing screeners. Kristin has
                                                                                       any suggestions for nominations.                                                                                 numerous years of experience as a Project Manager in the
                                                                                                                                                                                                        Marketing Research field and as a Recruiting Manager, briefing
                                                                                                                                                                                                        recruits on new projects and acting as the line of
                                                                                                                                                                                                        communication between the recruiters and the clients.




2                                                                                                                                                                                                                                                                          3
                                           INTERNATIONAL DAY
                                   Naturally it had to snow, one of   belly dancers and a snake (I kid you not---yet another reason to
                                   only 3 snow days all winter,       attend our speaking events!). Jackie took us on a trip across the
                                   during International Day. That     globe, leaving us the keys to success when working internationally:
                                   being said, several dozen hale     take advice, learn, take your time and don’t deal in stereotypes.
          Kevin Sheehan of         and hearty souls braved the        Joel then gave us a great day to day project management process
      FocusVision Gets His Irish   elements for the inaugural         and how to get the most out of your international research.
       Up For International Day
                                   international event held at the    Most importantly, we all learned that what works here in the U.S.
                                 Union Square Ballroom.               doesn’t always work in the rest of the world. Extra time, plan-
    After kicking the snow from my shoes, I made my entrance, pass-   ning, research and consideration have to be taken to get true
    ing through long, hanging gossamer curtains and down the stairs   value out of your research.
    to our meeting room. The temperature was about 4 degrees          Between the speakers and the cocktail party, we huddled in a
    warmer than the wintry weather outside, but at least it was no    side room that had a roaring fire. Seats by the fire were a
    longer dropping fat, wet snowflakes onto my head.                 premium and yours truly happily had a nice section of his head
    Over the next 3 hours, speakers Matthew Harrison, Jackie Lorch    warmed by the overhead fireplace. The food at the party was top
    and Joel Perelmuth outlined the process, pitfalls and pros of     notch, and there was a certain rowdy table of revelers
    fielding research outside the United States. Matthew              recounting tales of amore, since Valentine’s Day was just around
    concentrated on B2B research in China, educating us all on the    the corner. Did some of us reveal too much? Who cares? As long
    types of research being conducted and the need to expect the      as the drinks were free!
    unexpected. He also recounted a client dinner complete with




                                                                                                                                            CORPORATE PROFILES




4
                                             HOT TOPIC                                                                                              HOT TOPIC
                                           ON TUNA FISH AND
                                                                                                                                              In market research, our major control points are whenever PII
                                                                                                                                              and CI are transferred from one entity to another: Respondent
                                                                                                                                              tells moderator and viewers, facility hands recording to research


                                          RESPONDENT PRIVACY
                                                                                                                                              company, research company gives tape or video clips to client
                                                                                                                                              MRD, client MRD reports to client marketing…
                                                                                                                                              Each control point can be protected with documentation that
                                    Yes, folks, a new year means a      loses a dozen hard drives of financial data, the public grows more    identifies the material being transferred as containing PII and CI,
           Peter Houlahan           new opportunity to look at the      sensitive to the subject. Whenever a big pharma company imbeds        outlines acceptable uses, and indemnifies the party supplying
                                    whole issue of protecting           the names of thousands of patients taking their anti-depression       the information against damages should the receiving party take
                                 respondent privacy. Like Britney       medication into the header of a mass email, the government            actions that result in a violation of a respondent’s privacy. See
    Spears and Paris Hilton, it just never seems to go away. But we     regulators creep a little closer. And every time a computer geek      the adjoining box for some of the specific documents and steps
    all know we need to take action to protect ourselves and our        invents something new to do with a digital video file, there          your organization can take to protect yourself from violations
    industry in this area. And when one goes searching for solutions    becomes just that many more ways to lose control of                   and, more importantly, protect the industry and the respondent
    to the new challenges of protecting respondent privacy one          information.                                                          by making sure everyone in the chain of command knows they
    naturally turns to… Tuna fish.                                                                                                            are handling this sensitive information and the acceptable uses
                                                                         SO BACK TO THE TUNA FISH.                                            of it.
    But before we get to the tuna, let’s go back to the basics of
    respondent privacy, starting with…                                         In 1999 the television show “60 Minutes” ran an
                                                                                                                                              As an industry, we should be working together with high level
                                                                                        investigative piece on food safety in the tuna
    PII & CI - There are two main components to respondent                                                                                    membership involvement to self regulate by identifying our
                                                                                        industry. As you may have guessed, any time Mike
    privacy: Personally Identifiable Information (PII) and                                                                                    control points and standardizing the solutions and
                                                                                        Wallace and a video camera show up in your lobby
    Confidential Information (CI).                                                                                                            documentation to be used to best protect this sensitive
                                                                                      it’s never a good thing. And when the general
    Jeff Nicol, founder of Privacy Ready LLC, a privacy                                                                                       information.
                                                                                  public is the victim, the politicians start wanting a
    consulting firm, defines PII quite simply as “anything                       piece of the action. So the Tuna Industry immediately
    that would allow someone to identify, contact or locate                      did two very smart things. Although market research          The following steps will go a long way to protecting you,
    a respondent”. When it comes to observation and                             does not have the same sort of crisis on our hands, we        your company, your client, and the respondent when
    recording, the key to remember is that a respondent’s image                    can still learn a thing or two from Charley Tuna.          handling PII and CI:
    and even voice alone is considered PII. So you can
    “cleanse” respondent data as much as you want, but the                          HERE’S WHAT THEY DID…                                               Examples of documents 1-3 can be found on
                                                                                                                                                                  www.focusvision.com :
    moment you allow someone to watch from behind the mir-                         First of all, they took action to address the issue
    ror or remotely by video streaming or show her a video tape, you    themselves before the government addressed it for them.                 • Use Respondent Consent Agreement that clearly and
    have release PII to that person.                                    Market Research has already started to do this by putting                 transparently identifies to the respondent all uses of
                                                                        representatives on the front lines in Washington, DC, and on the          the information you are gathering and include the
    CI is any information about a person that is not currently in the
                                                                        state level. Duane Berlin of Lev & Berlin and chief counsel for           possibility that the respondent may be observed and
    public domain or readily available to the public. So what do we
                                                                        CASRO, and Howard Fienberg, director of government affairs at             recorded. The ability to “opt out” – either before or
    need to worry about here, whether the respondent prefers Pepsi
                                                                        CMOR, with whom MRA works closely on the issue, both operate              after the interview – is essential.
    over Coke? Your lawyer is going to tell you yes, but seriously…
    OK, so it is true we should get into the habit of protecting all    at the state and federal levels to protect the research industry on     • An Intent of Use agreement between you and any party
    information with equal rigor, but the real stuff that ought to      legislation such as the federal no call list initiative. Says             to whom you are providing information – facility to
    keep you up at night is anything related to meds, money, kids       Fienberg, “It is a battle we fight everywhere and all the time, and       research agency, agency to client, etc… This
    or booze.                                                           everyone in our industry is a stakeholder”.                               acknowledges the presence of PII and CI, its acceptable
                                                                        So what should you do? Again, Fienberg: “ Those in our                    uses, and indemnifies you from damages caused by the
    PII without CI is not a problem: Joe Smith attended a focus
                                                                        community should simply get involved with the trade                       recipient.
    group. Same goes for CI without PII: respondent 3 is bipolar. But
    together they constitute a respondent’s private information: Joe    organizations not only to contribute to the efforts but to learn        • Execute blanket Non Disclosure Agreements with all
    Smith is bipolar. Needless to say, you better guard that little     more and access important resources on the subject.”                      your employees – anyone exposed to PII and CI needs
    piece of news with your life.                                       Secondly, the tuna men implemented the concept of “control                to be under one.
    It doesn’t take too much imagination to conjure up nightmare        points”, or moments of greatest vulnerability. They then set            • Post a Privacy Policy Statement on your website
    scenarios involving respondent privacy. The good news is that       quality standards, handling procedures, and record keeping for            outlining the uses and protection of the information
    the Market Research Industry has a great track record in this       each of these control points and standardized it across the               you are collecting. Warning – anything you put in your
    area. We’ve always known that being loose with this kind of         industry and created a chain of control from hook to table. The           privacy statement you are legally bound to actually
    information threatens our companies, clients, industry, and even    key to it all is making sure everyone involved along the chain of         do.Good example can be found at (for facilities)
    ourselves. More importantly, this industry has honored its moral    command knows exactly what is required of him.                            www.schlesingerassociates.com and (for research
    obligation to protect the human beings who provide us with the      This is precisely what we should be doing. Sure, we are all               consultants) www.roiresearch.com.
    information we need to make a living. That is, and should be,       protecting control points all the time, but just not all the same
    valuable equity when scrutiny is turned on our industry.            way and not all the best way. Our industry needs to get
    And at some point it will be. Every time a credit rating company    together and standardize this process and the documents used.


6                                                                                                                                                                                                                   7
                                         TECHNOLOGY TODAY
                                                                                                                                                                                  VOLUNTEER
                                   SO MANY APPS,                                                                                                                                  SPOTLIGHT:
                                       SO LITTLE TIME
                                   The virtual landslide of online
                                   office applications that are
                                                                                                                                             THE FABULOUS MISS M….
                                   hurdling our way can be                                                                                   The New York Chapter of the MRA is fortunate to have many       When asked about her experience
                                   daunting. I can name four “free”                                                                          volunteers who contribute to the success and growth of the      with the MRA, Meredith mentioned,            Meg Ryan
                                   online office packages right off                                                                          Chapter. The newsletter is the perfect place to highlight the   “It has been a wonderful experience.     Director of Client
             Gabe Oshen,                                                                                                                                                                                                                                 Development
      VP Account Services, ISA     the bat; Zoho, Think Free, Google                                                                         efforts of these volunteers. This month we would like to        I have met lots of people and have     Online Survey Solution
              New York                                                                                                                       recognize Meredith Falvo of J Reckner Associates.               made friends. It’s a great way to
                                   Docs & Spreadsheets, and Ajax.
                               Now welcome a new (and no minor)                                                                              Meredith joined J Reckner Associates 2 years ago as                        network. The MRA provides an opportunity
    competitor. The big MS, yes, Microsoft will be chirping in with                                                                          Facility Director. When she started at JRA she                                 for business development and personal growth.”
    their own version of an online office. A beta test is already                                                                            became a member of the MRA, and almost                                           Thank you Meredith for your hard work and
    underway for Microsoft Online Office Live Workspace and is now                                                                           immediately decided to get involved. After                                         dedication to the New York MRA Chapter. We
                                                                                                                                             approaching a board member to learn more                                            are always looking for volunteers. Please
    available online to anyone who has Windows running on their
                                                                                                                                             about volunteer opportunities, Meredith                                              contact a board member if you are
    computer and wants to participate in the beta testing. The
                                                                         to date with everything they need. Google apps is also free to      was     recruited    to   manage       the                                           interested in getting involved.
    downside for MS is that it still requires you to have Microsoft                                                                          registration for each of the NY MRA
                                                                         individuals, just go to google.com and click on Google apps –
    Office apps to create and store the documents you bring online.                                                                          Chapter events. She has done a great job,
                                                                         you will need a gmail account, but that’s free too - and you get
    MS Office Live Workspace is one of several online services that      the same suite of online office products available to companies     and we are very thankful for her efforts!
    Microsoft is introducing. They just announced recently that          that sign up.
    they would expand availability to its web hosted versions of
                                                                         With all these online office products and file sharing
    Exchange and SharePoint, previously only available to large
                                                                         applications currently available, what does that do to corporate
    companies. These will now be available to companies of                                                                                                                                        Meredith Falvo
                                                                         “paranoia” about owning and controlling everything an
    all sizes.
                                                                         employee does from web surfing to email, to using the                                                               of J Reckner Associates
    There are many “free” and “for pay” online office applications       bathroom. Not only are companies becoming more security
    and file sharing applications available, and MS plans to be a        conscious (as they should be), they are also becoming a bit
    major contender as it realizes that online office life is more and   web-centric when it comes to spying on their employees. Privacy
    more of a reality. If you want to sign up for beta testing of MS     rights are out the window where corporations are concerned. It
    Live Workspace you can visit www.workspace.officelive.com - if       is funny how we have laws about government prying into our
    you do sign up, you are automatically placed in a $100,000           affairs (online or off), but a corporation can read even the most
    sweepstakes for beta users.                                          personal email message or track an employees every move on
    Google is still ahead of the game for offering a very impressive     the internet. Most companies tell their employees that they
    and integrated online office product which can include a             monitor certain things, but some do not and somewhere there
    company portal with accounts set up for anyone who has               may be an IT guy (or gal) watching, reading and listening to
    permission from their company to use Google’s suite of online        everything you do, write or say.
    office products - which includes a user friendly yet powerful        So how will corporate “no privacy” policies play out with these
    word processor and spreadsheet – almost indistinguishable from       online office applications? Stay tuned for the continuing
    MS Office Word and Excel. Calendar, Email and Search are all         legislative battle over privacy and the internet.
    right there to keep the business man or woman on the run up




8                                                                                                                                                                                                                                                                            9
   CORPORATE PROFILES
                                                                                                                                                                 WELCOME NEW MEMBERS!
                                                                                                                                                                 The Greater New York Chapter of the MRA would like to welcome the following new members.
                                                                                                                                                    We look forward to seeing you at the Chapter events and hope that we will meet your needs and exceed your expectations
                                                                                                                                                                in the coming year. Please feel free to contact a Board member should you need any assistance.
                                                                                                                                            Samantha Adby                         Dario Olgoso                         Merrill Carey                    Jeff Resnick
                                                                                                                                            QRS Market Research Ltd.              LanguageWorks, Inc.                  Evo Research & Consulting Inc.   Opinion Research Corporation
                                                                                                                                            The Stable House, Priory St.          1123 Broadway                        28 W. 25th St                    600 College Rd E
  GAZELLE GLOBALIZATION GROUP (G3)                                     From an extensive, carefully assembled team of the
                                                                                                                                            Hertford, United Kingdom, SG14 1XX    New York, NY 10010                   New York, NY 10010               Princeton, NJ 08540
                                                                       world’s finest translators and cultural experts, Gazelle
  Also branded as g3 or g3translate.com, Gazelle Globalization                                                                              044 199 2500 355                      646 205 2128                         212 242 1022                     609 452 5288
                                                                       Globalization Group hand-picks the specific teams of project
  Group is the primary translation resource for the market research    managers, linguists, editors, and proofreaders for each project      Andrea Alfonsi                        Tina Reeves                          Chanon Cook                      Kristen Rodacker
  sector and is heavily invested in today’s top translation            according to their particular talents and fields of expertise.       Medefield America                     Medefield America                    Comedy Central                   Jostens
  professionals and the very latest translation software platforms     The result is a polished, high quality translation that is           24 W. 40th St.                        24 W. 40th Street                    1775 Broadway                    3601 Minnesota Dr
  available in the industry. This seamless integration of g3’s human                                                                        New York, NY 10018                    New York, NY 10018                   New York, NY 10019               Minneapolis, MN 55435
                                                                       indistinguishable from the source language as respects both          267 323 2667                          609 914 4248                         212 767 8919                     952 830 3394
  and technological assets is what gives our clients the best value    content and context. Your company’s image is our image and it’s
  for their investment dollar anywhere in the marketplace.             a responsibility we take very seriously.                             Robin S. Ayoub                        Adam Schrager, PRC                   Ronald L. Davis                  Matt Ronco
  Drawing on over 25 years of solid translation project                                                                                     Lexi Tech International               New York Consumer Center             Harris Interactive               Peanut Labs, Inc.
                                                                       It is our top priority to help our clients break free from today’s   10 Dawson                             28 West 44th St                      60 Corporate Woods               114 Sansome St.
  management experience, g3 delivers personalized, highly              worldwide language and cultural communication barriers so they       Moncton, Canada E1A 6C8               New York, NY 10039                   Rochester, NY 14623-1547         San Francisco, CA 94104
  scalable concept-to-completion solutions to our clients who are      can grow their businesses internationally without delay or           506 961 0895                          212 302 9393                         856 562 5035                     415 659 8266
  seeking to expand their global identity.                             distraction. As our name implies, Gazelle Globalization Group
    We have painstakingly designed g3 from the ground up to fill                                                                            Andrew Campbell                       Andrea C. Schrager, PRC              Tina Day                         Jessica Siversen
                                                                       achieves this through combining unparalleled speed of
                                                                                                                                            IDI/Innovations & Development, Inc.   Meadowlands Consumer Center          Harris Interactive               USA Weekend Magazine
     the market research industry’s need for fast, highly              implementation with unmatched fluent linguistic elegance.            115 River Road, Wharf 3               100 Plaza Dr.                        76 Carlson Rd                    535 Madison Ave
       transparent language translation with a keen focus on                                                                                Edgewater, NJ 07020                   Secaucus, NJ 07094                   Rochester, NY 14610              New York, NY 10022
          cultural sensitivity with respect to rapidly developing                                                                           201 941 5500 (20)                     201 865 4900                         585 482 2210                     212 715 2175
             markets around the globe.
                                                                                                                                            Christopher Driver                    Norman Spector                       Louis Donne                      Jason Ten-Pow
                                                                                                                                            Decision Drivers                      Connecticut Connection               Group Four                       OnSurvey Inc.
                                                                                                                                            221 W Grand Ave                       530 Silas Deane Hwy.                 147 Simsbury Rd                  9120 Leslie St.
                                                                                                                                            Montvale, NJ 07645                    Wethersfield, CT 06109               Avon, CT 06001                   Richmond Hill, ON M1S 5T1
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                                                                                                                                            Tina Duran                            Robin K. Albing                      Angela Hamlin                    Carol Udell
                                                                                                                                            Morley Companies, Inc.                Albing International Marketing       Comedy Central                   Canadian Viewpoint Inc.
                                                                                                                                            One Morley Plaza                      519 Farmersville Rd                  1775 Broadway                    9350 Yonge St
                                                                                                                                            Saginaw, MI 48605-1908                Flemington, NJ 08822                 New York, NY 10019               Richmond Hill, ON L4C 5G2
                                                                                                                                            989 497 8958                          908 788 5411                         212 767 8569                     888 770 1770

                                                                                                                                            Craig Ferguson                        Jeff Baker                           Cheryl Harris                    Jean G. Vincent
                                                                                                                                            Medefield America                     Lightspeed Research                  Lightspeed Research              Vincent McCabe, Inc.
National Recruiting • Transcription • Online Panel                                                                                          24 W. 40th Street                     180 Mt. Airy Rd, Ste 100             230 Park Ave                     7 Fennell St
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                                                                                                                                            Johanne Guarda                        Manuel Barberena                     Dr. Nicola Lindsey               Ross Wolfe
QUALITATIVE RECRUITING                                                                                                                      Medefield America                     Pearson S.A. de C.V.                 Evo Research & Consulting Inc.   39-27 44th Street
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                                                                                                                                            Crystal Hall                          Lauren Bergner                       Kathryn E. McGarvey              Polimetrix
                                                                                                                                            New York Consumer Center              Survey Sampling International        Marketing Evolution              12 Debrosses St
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10                                                                                                                                                                                                                                                                                     11
CORPORATE PROFILES
                              NEW YORK STATE OF MIND
                               MRA CHAPTER EVENT –
                                  THIS IS
                                                                  BIG!

                               THE GREATER NEW YORK CHAPTER OF THE MRA
                     WILL BE HOSTING A COCKTAIL PARTY DURING THE JUNE CONFERENCE.
                            THE ANNUAL MRA CONFERENCE WILL BE HELD AT THE
                           MARRIOTT MARQUIS IN NEW YORK ON JUNE 4-6, 2008.
                                            Please join us at the cocktail party…
                                                 Thursday, June 5th, 2008
                                          Cocktail Reception: 6:30 PM to 10:00 PM
                              Located at Tavern on the Green: Central Park at West 67th Street
                                                    Phone: 212.873.3200
                                Top Shelf Open Bar, Hors d’Oeuvres, and Buffet Style Dinner




                                       Live Band: The Nerds have played at Carnegie Hall
                                              and are well known at the Jersey Shore.
                                They may look funny, but when playing songs from Led Zeppelin,
                                  Billy Joel, Queen, Neil Diamond…You’ll be sure to sing along.
                                                   BE THERE OR BE SQUARE!!
                                                        Price: $150.00
                                            RSVP no later than June 3rd, 2008
                              To register, visit the MRA National Website at http://www.mra-net.org
                     Cancellation Policy – Cancellations received after May 30th and all no-shows will be billed

                                                                                                                   13
      Thanks to Steve Gerzovich at Ziment for unearthing this New York Times
      article for us. In keeping in line with our recent International Day, here
        are some helpful phrases should you find yourself in a foreign land
                        looking for just the right words to say…

                      USEFUL PHRASES FOR THE
                      ADVENTUROUS TRAVELER
        Sometimes you need the right words in a hurry. Herewith an emergency glossary
                       that can get you out of trouble, fast. Or maybe into it.

     There is an iguana in my shoe.                          That man/woman is not my husband/wife.
     French:    Il y un iguane dans ma chaussure.            French:  Cet homme/cette femme n’est pas mon
     German: In meinem Schuh ist ein Leguan.                          mari/mon épouse.
     Spanish: Hay una iguana en mi zapato.                   German: Dieser Mann/diese Frau ist nicht mein
                                                                      Ehemann/meine Ehefrau.
     Does this   restaurant have a name?                     Spanish: Ese señor/esa señora no es mi
     French:      Ce restaurant a-t-il un nom?                        marido/mujer.
     German:      Hat dieses Restaurant einen Namen?         When was the hotel demolished?
     Spanish:     Tiene nombre este restaurante?             French:  Cet hôtel a été démoli quand?
                                                             German: Wann wurde das Hotel abgerissen?
     I am allergic to moonfish                               Spanish: Cuando fue derribado el hotel?
     French:    Je suis allergique au poisson-lune.
     German: Ich bin gegen Mondfisch allergisch.             I think it came from a blowpipe.
     Spanish: Soy alérgico al pez luna.                      French:     Je pense que cela provient d’une
                                                                         sarbacane.
     A small person has bitten my leg.                       German: Ich nehme an, es kam aus einem Blasrohr.
     French:   Une petite personne m’a mordu                 Spanish: Creo que salió de una cerbatana.
               la jambe.
     German: Eine kleine Person hat in mein Bein             What is the usual ransom?
               gebissen.                                     French:   Quelle est la rançon habituelle?
     Spanish: Una persona pequeñita me ha mordido            German: Wie hoch ist das übliche Lösengeld?
               la pierna.                                    Spanish: Cual suele ser el rescate?
     Are they going to sacrifice that chicken/goat/          This policeman is drunk
     civil servant?                                          French:    Ce policier est sôul.
     French:    Vont-ils sacrifier ce poulet/cette chèvre/   German: Dieser Polizist ist betrunken.
                ce fonctionnaire?                            Spanish: Este polícía está borracho.
     German: Werden sie dieses Huhn/diese
                Ziege/diesen Beamten opfern?                 Can you remove bloodstains?
     Spanish: Van a sacrificar ese pollo/esa cabra/          French:   Savez-vous nettoyer les taches de sang?
                ese funcionario?                             German: Können Sie Blutflecken entfernen?
                                                             Spanish: Puede quitar manchas de sangre?
     My soup is alive.
     French:   Ma soupe est vivante.
     German: Meine Suppe lebt.
     Spanish: La sopa está viva.




14
        10th Annual Greater New York and Philadelphia                                                                                                      SCHEDULE AT A GLANCE
        Chapter of the MRA Joint Chapter Conference on
         April 17th & 18th at the Park Hyatt Philadelphia                                                                                                                THURSDAY MARCH 17TH, 2008
                                                                                                                                       8:30AM – 10:00AM Registration and Morning Refreshments
          Come, enjoy and learn from speakers from All Global, Astra Zeneca, Dell Inc, Drug                                            10:00AM – 10:15AM Welcoming Remarks
        Development Insights, FocusVision Worldwide, Greenfield Online, IBM, IMA and more!                                             10:15AM - 11:15AM Session 1                  Keith Kozak, Dell Inc.
                                                                                                                                                                                    Research and Design: What’s Love Got to Do With It?
                                                     REGISTRATION FEES
                                                                                                                                                                                    1 Hour Research Design or Research Process
                                                  Cut off Date                  Member costs                  Non-Member costs         11:15AM - 11:30AM Morning Break
     Early Registration                       March 20th, 2008                        $310                             $350            11:30AM - 12:30PM Session 2                  Mike Moran, IBM
     Standard Registration                       April 9th, 2008                      $350                             $390                                                         Shifting Realities of the Tech Savvy Audience
                                                                                                                                                                                    1 hour Customer Service or Technology Trends
     On-Site Registration                            Day of                           $400                             $440
                                                                                                                                       12:30PM – 2:00PM  Lunch & MRA Update by Kristen Darby
              $25 per person will be charged for those who cancelled prior to March 31st. No refund is available after March 31st.
                                                                                                                                       2:00PM - 3:00PM   Session 3                  Jerry Arbittier, All Global Global
                                                                                                                                                                                    Physician Online Research – Pitfalls, Challenges etc
     Hotel Reservations: $235 per night (single/double) Deadline: March 27, 2008,                                                                                                   1 hour in Problem ID/Resolution or Research Process
                          Phone: (215) 893-1234
                                                                                                                                       3:00PM - 3:15PM   Afternoon Break
     http://parkphiladelphia.hyatt.com/groupbooking/phlphmra82008
     There are a limited number of rooms available. All rates are based on first come basis.                                           3:15PM - 4:30PM   Session 4                  Chris DiNardo & Ross Weaver, Astra Zeneca
                                                                                                                                                                                    Market Research Trends in Pharma
     Registration Contact: Beth Carey at IMA
                           848 West Lancaster Ave Bryn Mawr, PA 19010                                                                                                               1 Contact hour in Project Management or
                           (610) 527-5500/(610) 527-5588 bcarey@imalink.com                                                                                                         Problem ID/Resolution
     Register online at: http:/ survey.confirmit.com/ wix2/p581422315.aspx                                                             4:30PM - 4:45pm   First day wrap-up/Announcement
                                                                                                                                       5:00PM – 7:00PM   Cocktail Party
                                     STILL INTERESTED IN SPONSORING?
                                            Please contact Meredith A. Falvo JRA, New York
                                                                                                                                                                            FRIDAY MARCH 18TH, 2008
                                                (914) 696-5150 mfalvo221@yahoo.com
                                                                                                                                       8:00AM – 9:00AM     Breakfast
     Sponsorship                     Costs                                                Includes:                                    9:00AM – 10:00AM    Session 5                  Keith Price, Greenfield Online Can They Hear Us Now?
     Titanium                        $1,200       Individual signage at designated meal, Advertising space in the program (1page),                                                    Mobile Research
                                                  Sponsor board signage, Program listing as a sponsor pre-registration list, power                                                    How Cell Phones Are Impacting Data Collection
                                                  point slide, company name listed in E-Blast (the month following the event),
                                                  badge ribbon indicating level of sponsorship provided at conference & conference                                                    and Responsiveness
                                                  Bag Insert. (4 still available, 6 sold)                                                                                             1 hour in Technical Trends/Privacy
     Platinum                        $750         Individual signage at designated break, Sponsor board signage, Program listing as    10:00AM – 11:00AM Session 6                    Peter Houlahan, Focus Vision
                                                  a sponsor pre-registration list, power point slide, company name listed in E-Blast                                                  Privacy Laws
                                                  (the month following the event), badge ribbon indicating level of sponsorship
                                                  provided at conference & conference Bag Insert. (1 still available, 7 sold)                                                         1 hour in Technical Trends/Privacy
     Gold                            $600         Sponsor board signage, Program listing as a sponsor, pre-registration list, power    11:00AM - 11:30AM   Morning Break
                                                  point slide, company name listed in E-Blast (the month following the event),
                                                  badge ribbon indicating level of sponsorship provided at conference & conference
                                                                                                                                       11:30AM - 12:30PM   Session 7                 Speaker pending confirmation
                                                  Bag Insert.                                                                                                                        Topic pending confirmation
     Silver                          $300         Sponsor board signage, power point slide, company name listed in E-Blast (the                                                      1 hour Strategic Thinking/Business Operations
                                                  month following the event), badge ribbon indicating level of sponsorship                                                           pending confirmation
                                                  provided at conference & program listing as a sponsor.
                                                                                                                                       12:30PM - 1:30PM    Session 8                 Drew Cutler, IMA
     Raffle                          $100                                                                                                                                            Projective Techniques: Tools for Better Moderating
                                           Program listing as a sponsor, company name listed in E-Blast (the month
                                     or a gift
                                           following the event) & announcement of company during raffle.                                                                             1 hour Problem Idea and Resolution
                             FOR PLATINUM, GOLD, OR SILVER – 1 PAGE AD IN THE PROGRAM IS $250                                          1:30PM - 3:30PM     Lunch/Raffle/Race winner/Wrap-up
16                                                                                                                                                                                                                                           17
     CORPORATE PROFILES


     Founded in 1987 by survey researchers, Marketing
     Systems Group provides innovative products and
                                                                     modules include researchPredictive Dialing, Manual Dial,
                                                                     Remote Interviewer Module, Remote Audio Monitoring,
                                                                                                                                        CHAPTER MATTERS                                                       CHAPTER MATTERS
     services to the survey research industry through its
     three divisions – GENESYS Sampling Systems, PRO-T-S®
     Telephony Systems and ARCS® IVR Systems. The
                                                                     Inbound/Outbound Call Blending, Digital Sound
                                                                     Management Plus (Voice Recording, Playback and Retrieval),
                                                                     Call Transfer (IVR or Live), IVR Integration, and
                                                                                                                                        ADVERTISING                                                          CHAPTER MATTERS is a quarterly newsletter publication
                                                                                                                                                                                                             of the Greater NY Chapter of the Marketing Research
                                                                                                                                        Advertising is accepted for products and services that               Association.
     company is headquartered in Fort Washington, PA and             Simultaneous Multiple CATI System Interfaces.                      directly relate to or benefit research practitioners and companies
     also maintains branch offices in Lincoln, NE, Research          ARCS® IVR Systems feature simultaneous inbound/                    and users of marketing research. MRA reserves the right to reject    Articles or other content may be copied from CHAPTER
     Triangle, NC and Los Angeles, CA.                               outbound IVR options, complete panel management/                   any advertisement that is not deemed suitable for publication.       MATTERS only if CHAPTER MATTERS Newsletter of the
     Creators of GENESYS, the first and only in-house RDD sample     scheduling/recruiting functionality, concurrent Web/IVR            Deadline: Chapter Matters is published 4 times a year,               Greater NY MRA Chapter is attributed as the source.
     design/generation system and the new virtual GENESYS            survey capabilities and multiple project support. Whether          Sept/Nov/Feb/June; ads must be submitted by 15th of the              Anyone who would like to contribute to CHAPTER
     Web-based system available 24/7, our full service sampling      you are conducting customer satisfaction surveys, sensory          preceding month. We reserve the right to refuse to place an ad if    MATTERS is encouraged to contact Kevin Sheehan,
     capabilities include design consultation, multi-mode sample     tests, polling for a political campaign, making reminder           the deadline is not met.                                             Editor, at 203-428-2422.
     methodologies, a complete line of sample screening services     calls, recruiting for a central location test or focus group, or   Technical Specifications:                                            The opinions expressed in CHAPTER MATTERS are the
     including GENESYS-CSS, the industry’s first service that        collecting panelist information for your database, the ARCS                                                                             views and opinions of the writers, and not necessarily
     identifies ALL TYPES of wireless numbers both in dedicated      system is up to the task. It allows you to start a survey with     Mac or PC Files in the following formats only: Ads must be
                                                                                                                                        hi-res 300 dpi eps or tiff files, B&W from Adobe Photoshop or an     supported by the Greater NY Chapter of the MRA.
     exchanges and those ported from landlines; listed               a live interviewer and then transfer into an IVR survey,
                                                                                                                                        Adobe Illustrator file eps with fonts converted to outline only.
     household, business, targeted and online samples, plus          passing appropriate data from your CATI system. Based on
                                                                                                                                        You must include all fonts and logos and all art work needs to be
     sample/list enhancement services including number look-up       Microsoft Windows, COM+ (Component Services) and SQL                                                                                                 CHAPTER MATTERS STAFF:
                                                                                                                                        saved as a TIF or EPS.
     and data appendage.                                             Server, the ARCS system is engineered to be efficient,
                                                                     flexible and highly scalable. All data are stored in industry      To submit an advertisement, please contact Ginger DeStefano at         Editor/Art Director . . . . . .Kevin Sheehan
     PRO-T-S® is the first and only research Predictive dialer                                                                          ginger.destefano@gfk.com or 914-698-9591 with any questions.
     optimized by researchers for survey environments that           standard SQL databases.
                                                                                                                                                                                                               Design & Layout . . . . . . .Jill Marino & Associates
     improves productivity, increases accuracy and quality, and      Other MSG resources include database development,
     reduces costs. The global leader in research seats, it          management and analytical capabilities.                            AD                      STATUS                  PRICE                  Printing/Mailings . . . . . . .Premier Printing
     integrates with most CATI systems and telephony configura-      For more information, please visit www.M-S-G.com or                Full Page               Member                  $350
     tions including digital and VoIP with leading PBXes. Optional   call 800.336.7674.                                                                         Nonmember               $700                           BOARD COMMITTEE MEMBERS:
                                                                                                                                        Half Page               Member                  $190                   Chapter President . . . . . . .Scott Sycoff
                                                                                                                                                                Nonmember               $380
                                                                                                                                                                                                               Immediate Past
                                                                                                                                        1/3 Page                Member                  $125                   President . . . . . . . . . . . . .Jacki Spear
                                                                                                                                                                Nonmember               $250
                                                                                                                                                                                                               President Elect . . . . . . . . .Brendon Sammon
                                                                                                                                        1/4 Page                Member                  $100
                                                                                                                                                                Nonmember               $200                             CONTRIBUTING WRITERS:
                                                                                                                                        Business Card           Member                  $75
                                                                                                                                                                Nonmember               $150                                       Steve Gerzovich
                                                                                                                                                                                                                                    Peter Houlahan
                                                                                                                                                                                                                                      Gabe Oshen
                                                                                                                                                                                                                                       Meg Ryan
                                                                                                                                                                                                                                    Kevin Sheehan
                                                                                                                                                                                                                                      Scott Sycoff




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