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Members decide
whether an audited Rating Service receives accreditation. |
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Members determine
whether a rating service is accredited through their voting as an audit
committee member and a member of the MRC Board of Directors.
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Members have
access to confidential information about Rating Service quality. |
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Members gain access to
detailed audit reports monitoring the operations and true quality of
MRC-participating rating services. Audit reports contain extensive
detail about operational processes and whether they are working –
essentially the strengths and weaknesses of a rating service’s
methodology. These audit reports are confidential to within the member
company (i.e., not to be made public to the media, etc.); they are
funded by the rating service at significant cost, and they are
extensive. Audits are conducted in the Television, Radio, Print,
Multi-media and Internet areas. For one membership dues payment, the
member organization can choose from among any of the audit committees
for any of our audits where they have a business interest. |
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Members can choose to
participate in periodic quality review meetings that the MRC organizes
with each of the audited rating services. These meetings review the
quality deficiencies found at each rating service and the rating
services’ action plans to address these issues. |
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Members have input into
setting rating service directions to address quality deficiencies.
Members can use this knowledge not only in the research arena but in
programming and sales efforts within each membership company. |
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Members have
significant input into changes necessary to Rating Service methods. |
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Members have input into
changes that the MRC requires rating services to make. These changes
can take two forms: (a) required changes to be in compliance with the
MRC Minimum Standards, and (b) changes requested of rating services to
address quality deficiencies. |
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Members set
industry standards. |
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Members have input into
changes in the Minimum Standards for Media Rating Research, which
are promulgated by the MRC. Accredited rating services must comply with
these Standards. |
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Members are
exposed to other members’ ideas and thoughts. |
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Members interact with
other members through MRC meetings. The MRC member list includes TV
and Radio Broadcasters, Cable Networks and Distributors, Advertisers,
Advertising Agencies, Print Companies and Internet Companies – generally
the “blue chip” companies in our business and their lead research
people. |
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Members have one
seat on the MRC Board of Directors for key industry decisions and votes. |
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Each member appoints one
MRC Board representative for key voting issues. |
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Members have the
opportunity to be on the vanguard of emerging measurement issues. |
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Measurement services
routinely interact with the MRC to review methodological changes and
tests prior to implementation, providing MRC members with detailed
advanced notice of changes planned at rating services. |
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Members can attend
formal education seminars. |
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The MRC conducts
periodic seminars that focus on various aspects of the data collection
and reporting process. |
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Subject matter is
presented in a unique fashion that allows for discussion of actual
rating service methodologies. |
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Seminars are provided
free of charge to MRC member companies. |