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.
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