AMAI
The Mexican Association of Marketing Research and Public Opinion Agencies (Template:Lang-es) (AMAI) is the agency responsible for maintaining the transparency and quality in market research in Mexico, setting the standards of quality and socioeconomic levels.
History
Founded in September 1992, AMAI is an independent organization of different Mexican companies doing market research, opinion and communication, whose purpose is to establish the quality standards as well as common standards in methods, techniques, terminology, analysis criteria, etc. that are related to market research inside Mexico.[1][2]
It is a professional entity that brings together all the key Mexican industry players of research, who generate about three quarters of the Mexican market.
Since its inception, AMAI established its own Code of Ethics and standardize the criteria for socio-economic levels in Mexico, which has led to greater transparency in the investigation and the possibility of comparing the results produced by different agencies. The first index of socio-economic levels occurs in 1994, becoming the standard criteria of classification used in the country. The current index is known as the “Rule 13x6” which classifies into 6 levels the households in Mexico.[1][3][4]
In 1999 it's stable a protocol called ESIMM[5] (Standard of Service for the Market Research in Mexico) in which it's set the substantive requirements of quality to be observed in any undertaking of research that is operating in Mexico; while originally adopted on a voluntary basis is now, a mandatory requirement to gain access to the Association.
In 2006 an agreement with ESOMAR (European Society for Opinion and Marketing Research) was made to offer online courses offered by the University of Georgia to 3 countries, in that same year, another webpage is launched as a medium hub of electoral survey results; by the end of 2009 the concept was expanded to include references on social surveys and general interest. According to the newspaper La Jornada [6], the Federal Electoral Institute (IFE) announces a new legislation which companies must comply in order to raise sample surveys as well as exit polls and/or quick counts during the election process that occur in Mexico, these changes take place after the electoral reform in 2008.
On of the main roles of AMAI is to ensure that all marketing companies in Mexico receive the certification as well as the ISO.[7] For over 15 years this association, AMAI, publishes a quarterly magazine and teaches a course at ITAM University of Marketing Research.
From 1992 AMAI has had several presidents who hold office for a period of 2 years, these are chosen by an assembly. Until this day there has been 9 presidents which are:
- Ruben Jara[8] 1992-1994
- Abraham Nadelsticher[9] 1994-1996
- Ana Cristina Covarrubias[10] 1996-1998
- Eduardo Berumen[11] 1998-2000
- Javier Alagón[12][13] 2000-2002
- Cesar Ortega de la Roquette[14] 2002-2004
- Manuel Barberena[1][15] 2004-2006
- Eduardo Ragasol[16] 2006-2008
- Ricardo Barrueta[17] 2008-2010
Until 2008 AMAI had about 35 agencies affiliated and 2 more pending the certification process.
External Links
- AMAI AMAI
- ESOMAR European Society for Opinion and Marketing Research
- EFAMRO European Federation of Associations of Market Research
- CONEVAL National Council of Evaluation of Social Development Policy
- CONAPO National Population Council
- AMAP Mexican Association of Advertising Agencies
- Pearson Pearson S.A. de C.V.
References
- ^ a b c Lane Weiss. "An interview with Manuel Barberena, president of Mexico City-based research firm Pearson, on the state of research in his country". QUIRKS, Marketing Research Review. Retrieved 2005-11.
{{cite web}}: Check date values in:|accessdate=(help) - ^ AMAI "Asociación Mexicana de Agencias de Investigación de Mercado y Opinión Pública (AMAI)" retrieved January 2010
- ^ López, Heriberto. "Instituto de Investigaciones Sociales" (PDF) (in Spanish). INEGI. Retrieved 2010-March.
{{cite web}}: Check date values in:|accessdate=(help) - ^ Villegas, Adrian (2002-05-12). The AMAI system of classifying households by socio-economic level. ESOMAR. p. 20. ISBN 92 831 1322 5.
{{cite book}}: Cite has empty unknown parameter:|coauthors=(help) - ^ Domínguez, José. "Errores de Investigación 2° Parte" (in Spanish). Gestiopolis. Retrieved 2010-March.
{{cite web}}: Check date values in:|accessdate=(help) - ^ Redacción "El IFE da a conocer nuevas reglas" (in Spanish) January 18,2009
- ^ "Investigación con PEARSONalidad" (PDF). SEGMENTO ITAM Excelencia en Mercadotecnia (#38 year 9). May–July 2007. Retrieved 2010-03-01.
{{cite journal}}: CS1 maint: date format (link) - ^ Canal100.com.mx "Entrevista con Rubén Jara" Revista Telemundo, (in Spanish) April/May 2003 Num. 70
- ^ BRAIN "Bumy lanza "Brain"", Revista NEO, Vol. 1, Núm. 7, 15/X-14/XI, 1998
- ^ Terra "La Opinión Pública Habla", Revista NEO (in Spanish) May/2008
- ^ BERUMEN "120 Años de Estadísticas en México... Un reto formidable", (in Spanish) Octubre 2006
- ^ ITAM 2Entrevista con... Javier Alagón, Presidente AMAI", Revista SEGMENTO ITAMN Excelencia en Mercadotécnia, (in Spanish) December 2002
- ^ AMAI "Ponente en el XVI Congreso Anual AMAI 2009" (in Spanish) retrieved April 2010
- ^ Revista Comunicologí@ "Entrevista con el Lic. César Ortega de la Roquette, Presidente de la AMAI" Núm. 2, Fall 2004 (in Spanish)
- ^ Merca2.0 MercadotécniaPublicadMedios "Cambio de mesa directiva en la AMAI" September, 2004 (in Spanish)
- ^ EXPo ANTAD dosmil10 "El Consumidor Mexico ante América Latina: retos y oportunidades" (in Spanish) retrieved April 2010
- ^ Industria de la Radio del Valle de México "Renueva AMAI su mesa directiva" October, 2008 (in Spanish)