Presentation by Ted Donnelly of Baltimore Research. Presented on April 27, 2012 at the MRA Spring Research Symposium hosted by the Mid-Atlantic Chapter of the Marketing Research Association.

1. Professional Researcher Certification
Taking The Next Step

2. PRC – Single Brand Identity
• CPA
• AIA
• ASC • Professional certifications are referenced
with a single brand identity regardless of
• CAE
how many segments are available
• JD
• MD
• Clear, simple branding
• PhD
• Oscar

3. Simplification of the Certification Structure
Previous Structural Components:
1. Experience: Practitioner (3‐4 years), Expert (5+ years)
2. Industry Segment: Research Company, Related Services,
Data Collection, Corporate Researcher
3. Disciplines: Qual, Quant
4. Methodologies: Primary, Secondary
5. Specialties: Adjunct, Master’s

4. Elimination of Business Domain & Realignment
of Continuing Education Credits
• Fundamentally, certification should be based on experience in the
industry only
• Allows PRC’s to attend their preferred education
• Allows associations to focus on research education tracks
• Reduces the number of study materials needed
• Beginning in 2012, credit hour requirements have been adjusted to 18
Research & 2 Legal every 2 years

5. Revision of Educational Prerequisite for Applicants
• Demonstrates a track record of commitment to continuing education
• Consistent with other certification programs
• Substitutes for recent conference attendance requirement, which is less
flexible and requires updating given the current environment
• The new standard indicates that all candidates shall provide evidence of
12 hours of education in the 2 years preceding their application

6. Development of a Review Program
• Study manual to guide the candidate through preparation efficiently
• Sensitive to the demands on a research professional
• Great reduction in the number of study materials required

7. Reduction of Costs
Old Fee Schedule New Fee Schedule
Application & Exam Fees Expert Application + Exam = $400 MRA Member Application + Exam = $350
Practitioner Application + Exam = $350 MRA Non‐Member Application + Exam = $450
Renewal Fees Expert = $250 MRA Member = $125
Practitioner = $200 MRA Non‐Member = $225

8. Added Marketing Support
• Platforms to demonstrate expertise
• Orchestrated outreach to industry leaders and
decision makers:
– Research Buyers
– Headhunters
– Hiring Managers
– HR Professionals
• Organizational endorsement