MRA Expands Professional Researcher Certification Program: Open Enrollment
Provides Access to MR Professionals throughout the Industry
At MRA’s Annual Conference, June 4-6 in New York, the nation’s leading and largest
association representing the survey and opinion industry presented PRC 2.0, the next step
in the evolution of the Professional Researcher Certification program. PRC 2.0 sets the
industry standard for recognizing the qualifications and expertise of marketing and
opinion research professionals.
MRA CEO Lawrence Brownell showcased Certification 2.0 during the conference,
revealing program highlights that include:
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New flexible education requirements
A simplified classification structure
Increased recognition for PRCs
Robust new PRC Web site (live July 1, 2008)
Open enrollment (through December 31, 2008)
“PRC encourages high standards within the profession to raise competency, to establish
an objective measure of an individual’s knowledge and proficiency and to encourage
professional development,” said Brownell, adding, “It’s a visible badge of distinction,
indicating advanced market research skills, commitment and dedication.”
Brownell announced a series of program changes designed to make it easier and more
convenient for market research professionals to become—or to maintain their—PRC. He
also indicated that during Open Enrollment (July 1 – December 31, 2008), industry
professionals can apply for PRC without having to take an exam.
Specific enhancements include:
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PRCs have been transferred from a specific job category to a broad Certification
classification.
PRCs can now submit their education and update personal information online.
PRCs can select any education topic to fulfill their education requirements within
three categories: Business, Research and Legal (conferences, chapter events,
online courses and writing research-related articles also qualify for PRC credits).
Exclusive access to and recognition on PRC’s MySpace page and LinkedIn group.
Reflecting on the value of her certification, MRA’s Immediate Past-President Merrill
Shugoll said: “participation in a program like PRC indicates that Shugoll Research is
committed to supporting continuing education for its staff. It means that we care about
providing the latest high quality marketing research services to our clients.”
Kim Larson, Owner and Executive Director of Information Alliance, reflected:
“Ultimately, being a PRC means you really care about learning more about the survey
and opinion research profession. I’m a better researcher today because PRC compelled
me to learn more about our profession.”
PRC sets a high standard for market researchers across the globe. End users and buyers of
research are increasingly looking to ensure that the researchers they hire have the
professional knowledge necessary to provide valid and dependable results.
“From a sales perspective, being PRC empowers me to sell our products and services
beyond price point. PRC gives me the confidence, knowledge and credibility to engage in
substantive conversations about research. In sales it’s great to have the PRC initials
behind my name,” said Adam Weinstein, Director of Sales for Authentic Response.
Brownell concluded: “Whether you’re starting at the ‘Practitioner’ level or you’re an
experienced market research ‘Expert’, PRC will enhance your professional knowledge
and add to your expertise.
“From online research to qualitative methodologies, quantitative techniques to business
management, PRC gives market researchers the tools they need to understand and to
overcome tomorrow’s research challenges.”
Market researchers who apply during open enrollment (July 1 - December 31, 2008) will
not have to take an exam to earn PRC. Apply online on July 1, 2008 at www.mranet.org/prc.
For more information, email prc-certification@mra-net.org or call Jennifer Cattel at 860682-1000.
PRC is endorsed by: AMA, ARF, CMOR, IMRO, MRII, Riva and Burke Institute.