MORI
Encyclopedia
Ipsos MORI is the second largest market research
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...

 organisation in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

, formed by a merger of Ipsos UK and MORI, two of the Britain's leading survey companies in October 2005. Ipsos MORI conduct surveys for a wide range of major organisations as well as other market research agencies.

Ipsos MORI's Social Research Institute works extensively for Government of the United Kingdom
Government of the United Kingdom
Her Majesty's Government is the central government of the United Kingdom of Great Britain and Northern Ireland. The Government is led by the Prime Minister, who selects all the remaining Ministers...

, looking at public attitudes to key public services, and so informing social policy
Social policy
Social policy primarily refers to guidelines, principles, legislation and activities that affect the living conditions conducive to human welfare. Thus, social policy is that part of public policy that has to do with social issues...

. Issues such as identity, social cohesion, physical capital and the impact of place on attitudes are all key themes of the Institute's work. The company also specialises in mass media
Mass media
Mass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...

, brand loyalty
Brand loyalty
The American Marketing Association defines brand loyalty as:# The situation in which a consumer generally buys the same manufacturer-originated product or service repeatedly over time rather than buying from multiple suppliers within the category .# The degree to which a consumer consistently...

, marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 and advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

 research. The organisation maintains a freely available archive of opinion polls and public
Public
In public relations and communication science, publics are groups of individuals, and the public is the totality of such groupings. This is a different concept to the sociological concept of the Öffentlichkeit or public sphere. The concept of a public has also been defined in political science,...

 attitude research from 1970 onwards on its UK website.

Ipsos MORI have offices all over the UK. Their call centres are in Edinburgh
Edinburgh
Edinburgh is the capital city of Scotland, the second largest city in Scotland, and the eighth most populous in the United Kingdom. The City of Edinburgh Council governs one of Scotland's 32 local government council areas. The council area includes urban Edinburgh and a rural area...

 and London
London
London is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...

 as well as one in Johannesburg
Johannesburg
Johannesburg also known as Jozi, Jo'burg or Egoli, is the largest city in South Africa, by population. Johannesburg is the provincial capital of Gauteng, the wealthiest province in South Africa, having the largest economy of any metropolitan region in Sub-Saharan Africa...

, South Africa
South Africa
The Republic of South Africa is a country in southern Africa. Located at the southern tip of Africa, it is divided into nine provinces, with of coastline on the Atlantic and Indian oceans...

.

History

Ipsos
Ipsos
Ipsos S.A. is a global market research company headquartered in Paris, France. The Company was founded in 1975 and has been publicly traded on the Paris Stock Exchange since 1 July 1999...

 is one of the largest survey research organisations in the world, with offices in more than 80 countries, founded in the mid 1970s in France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...

 by Didier Truchot and Jean Marc Lech.

In 1946, Mark Abrams formed a market Research company called RSL, which operated until 1991 when it was acquired by Ipsos, becoming Ipsos UK. MORI (Market & Opinion Research International) was founded in 1969 by Robert Worcester
Robert Worcester
Sir Robert Milton Worcester, KBE, DL is the founder of MORI and a member and contributor to many voluntary organisations. He is a well known figure in British public opinion research and political circles and as a media commentator, especially about voting intentions in British and American...

, and throughout its existence was the largest independent research organisation in the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

. MORI was bought by Ipsos in 2005 for £88 million, the combined company being now known as 'Ipsos MORI'. The same year, Robert Worcester stepped down from chairmanship of MORI. Ben Page
Ben Page (UK)
Ben Page is the chief executive officer of Ipsos MORI. He has worked there since 1987, having graduated from Oxford University the previous year...

 is now Chief Executive.

In 2006, Ipsos MORI were the first research agency in the world to gain ISO 20252, the new international quality standard for research. Ipsos MORI is a current member of the Market Research Society and are obliged to conduct surveys according to their rules. For example, Ipsos holds the data they collect in the strictest confidence and ensure it isn't passed on to third parties.

Methodology

Ipsos MORI's research is conducted via a wide range of methodologies, especially computer-assisted telephone interviewing (CATI), as well as face-to-face and internet surveys. Telephone surveys use a method called random digit dialing
Random digit dialing
Random digit dialing is a method for selecting people for involvement in telephone statistical surveys by generating telephone numbers at random. Random digit dialing has the advantage that it includes unlisted numbers that would be missed if the numbers were selected from a phone book...

 (Ipsos MORI being exempt from the Telephone Preference Service
Telephone Preference Service
The Telephone Preference Service is a UK opt-out telephone list that is intended to prevent telemarketing calls to those who do not wish to receive them. The list is administered on behalf of Ofcom by the British direct marketing industry, who also run the Mailing Preference Service and Fax...

 as it only blocks telephone calls that involve selling). This system basically uses randomly generated, but area-specific, telephone numbers. This is the preferred method for telephone samples as ex-directory households are included thus not biasing the sample in any way. Ipsos MORI are able to lawfully to use this techonology as they use it for research purposes as opposed to sales and advertising.

External links

The source of this article is wikipedia, the free encyclopedia.  The text of this article is licensed under the GFDL.
 
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