Objectives

Marketing research firms fulfill a growing need, both politically and economically. They provide facts and opinions used in government planning and in commercial and industrial marketing and therefore influence thousands of decisions each day.

L’Association de l’Industrie de la Recherche Marketing et Sociale (AIRMS) comprises professional research firms offering complete research services for surveys and focus groups, including study design, questionnaire preparation, sample design, interviewing, data processing, statistical analysis and report writing. These companies have set up an industry association to help improve research standards, research techniques and overall quality among both buyers and suppliers of research.

At the same time, AIRMS promotes the use and applications of marketing research as a key management tool in the decision-making process.

The aims of AIRMS :

• To foster high standards of quality and professionalism among marketing research companies.
• To establish, maintain and enforce strict rules of professional conduct and ethical practice among member companies, in their relation with clients, the public, other member companies, interviewers and sub-contractors.
• To represent fairly, to promote, and to act as an authoritative spokesperson for Québec marketing research firms, in their dealings with the public and government, and academic and business communities.
• To maximize the value of the marketing research process through cooperative efforts among member companies to find solutions to problems common to the profession.