Professional Researcher Certification

Research Adjunct

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The research adjunct segment is tailored for instructors, professors, educators and the like at accredited universities and/or colleges who are currently engaged in the teaching of marketing, survey or opinion research.

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Certification - Research Adjunct

Expert Candidates

Applying for PRC at the Expert level are expected to have a thorough and detailed knowledge and comprehension of topics classified for this level.

Qualifications for this level include:

  • 5 years + in a senior level or equivalent position in opinion & marketing research.
  • Membership in at least one professional marketing research organization (MRA, IMRO,QRCA or AAPOR) that adheres to a code of ethics. If you do not hold a membership in any of these organizations, we ask that you sign MRA's Code of Marketing Research Standards.
  • Attendance to at least one industry conference in the last three years or at least five hours of business or research industry education in the last year.
  • No known ethics violations in past three years.

To apply candidates must submit the following:

  • Resume or Curriculum Vitae
  • Intent to sit for the PRC exam within 12 months.
  • Certification fee of $400. This price includes the $250 nonrefundable application fee, exam fee and one exam re-take.

Practitioner Candidates

Applying for PRC at the Practitioner level are expected to have a working knowledge and comprehension of the topics classified for this level. Topics at the Practitioner level are central or mainstream and arise frequently in day-to-day professional practice.

Qualifications for this level include:

  • 3 - 5 years in current or similar position in opinion & marketing research.
  • Membership in at least one professional marketing research organization (MRA, IMRO,QRCA or AAPOR) that adheres to a code of ethics. If you do not hold a membership in any of these organizations, we ask that you sign MRA's Code of Marketing Research Standards.
  • Attendance to at least one industry conference in the last three years or at least five hours of business or research industry education in the last year.
  • 3 professional letters of recommendation attesting to your research experience.
  • No known ethics violations in past three years.

To apply candidates must submit the following:

  • Resume or Curriculum Vitae
  • Intent to sit for the PRC exam within 12 months.
  • Certification fee of $350. This price includes the $200 nonrefundable application fee, exam fee and one exam re-take. 

Exam questions are based on topic areas directly related to the skills and knowledge required for a specific category. Below are the categories for questions on the exam by certification. 

 
Expert
Research Domains 45%
Analysis Skills and Techniques x
Cross Cultural (National/International) Research x
Data Preparation/Tabbing x
Problem ID/Resolution x
Qualitative Techniques x
Quantitative Techniques x
Questionnaire Design x
Sampling/Incidence x
Secondary Research x
Report Writing x
Research Design x
Legal Domains 10%
Ethics x
Government Affairs x
Privacy x
Business Domains 45%
Adult Learning/Training the Trainer x
Business Development/Sales x
Client/Vendor Communications x
Financial/Budget/Costing x
HR x
Marketing x
Negotiation x
Strategic Thinking x

The PRC exam is a self-study exam and does not require a prescribed curriculum.  Candidates may choose their own method of preparing for the exam. 

The Certification Department does not endorse or sponsor any review courses for the PRC Certification exam.  

Below are the suggested resources for the exam review.

Research Domains:

  • Malhotra, Naresh K., Marketing Research: An Applied Orientation. 4th or 5th Edition

Legal Domains:

Exam Registration

Once your Professional Researcher Certification application has been approved, you will receive an email with the exam registration link and PRC Exam Guidelines. You will have 12 months to sit for the exam. The PRC exam is available online or in-person at all MRA conferences.

Individuals who pass the Principles of Marketing Research Program administered by the University of Georgia will receive an exam exemption.

Exam Content and Format

Individuals, who apply for the PRC Certification, are required to pass an exam. Exam questions are based on topic areas directly related to the skills and knowledge required for a specific category. Exams will test the comprehension of topics central or mainstream to the candidate's daily professional practice. You will have one calendar year after application acceptance in which to take the examination.

Exams are timed and are administered online. Exams are to be taken individually, without assistance from others, with closed books and without notes. Calculators are allowed. Questions may be in the form of multiple choice and True/False.

The PRC exam is a self-study exam and does not require a prescribed curriculum. Candidates may choose their own method of preparing for the exam.  The Certification Department does not endorse or sponsor any review courses for the PRC Certification exam.

Grades and Grading

Exams are scored as pass or fail. Online exams give immediate pass/fail results upon completion. 

If you achieve a passing score, your official notification will only indicate that you have passed and you will receive a congratulatory package within six weeks of exam results. Exams will not be returned and are the property of the Certification Department. Candidates who fail to achieve an overall passing score, must retake the entire test. Candidates may retake the test within six months from the date of notice of exam results. The exam notification will identify specific domains where further study may be required in order to pass the examination in the future. An exam registration form and registration fees must be resubmitted.

A candidate who fails the exam may apply for Certification review within 30 calendar days from the date of notice of exam results. If the grade of fail is upheld, the candidate will receive a partial copy of the examination. An appeal process is in place.

Candidates must achieve an overall passing score of 75% or higher. One retake is included with the application fee.

Research Domains

Analysis Skills & Techniques

Understanding and applying the skills required to decipher, examine and interpret words and numbers when     summarizing and analyzing data.

Cross Cultural

Understanding the legal, environmental and language factors when planning and conducting marketing research of different countries and cultural units.

Data Preparation/Tabbing

Understanding and applying the quality control elements in the data processing phase which may include inspecting questionnaires, editing data, handling incomplete or inconsistent responses, coding, transcribing and data cleaning.

Understanding the process of using statistical and mathematical tools to summarize the data into meaningful findings.

Problem ID/Resolution

Understanding the role problem identification plays in the marketing research process to include:

  1. Defining the marketing research problem and applying the components so that the research can be designed and conducted properly.
  2. Recognizing, diagnosing and formulating solutions when a project goes off track.

Qualitative Techniques

Understanding and applying unstructured exploratory research methodologies based on small samples intended to provide insight and understanding of the problem setting which may include focus groups, depth interviews, ethnography and projective techniques.

Quantitative Techniques

Understanding and applying structured descriptive research methodologies based on large samples designed to provide findings that can be analyzed using statistical tools and projected to a larger population of interest. 

Questionnaire Design

Understanding the design of a data collection tool and applying the components which may include interviewing method, question structure, wording and order, and testing of questionnaire validity.

Report Writing

Understanding the process of report preparation and applying the components which may include structure, appearance, objectivity, visual aids and succinctness.

Research Design

Understanding and applying a framework for conducting a marketing research project which may include problem definition; development of an approach and methodology; fieldwork; data preparation and analysis; and report preparation and presentation.

Sampling Incidence

Understanding the process of selecting a subgroup of a population for participation in a study and applying the components which may include defining the target, determining sample frame, selecting sample technique, determining sample size and execution.

Secondary Research

Understanding the process and applying the techniques when using data that was previously collected for some purpose other than the research problem at hand.

Legal Domains:

Privacy

The ability to decide what moral and correct actions in research and business -- to treat clients and respondents with respect, beyond the minimum expectations of the law

Government Affairs

The confidentiality and security of respondent data and the protection of respondents from contact in certain circumstances.

Ethics

The understanding of laws and regulations, as well as pending legislation, as they impact research and the business of research -- particularly pertaining to respondent and data privacy.

These sample questions are similar to those on the Professional Researchers Certification exam, but do not represent the full range of content or levels of difficulty. They are not, actual test questions, nor do they attempt to address all of the areas of knowledge tested on the PRC examination. Response to these questions is not necessarily an indication of performance on the PRC examination.
 
 
1.  Problem definition is the most important step in the marketing research project.

 True False

2.  Which of the following are not good sources of incidence information:

  Census Bureau
  Past projects
  Category dollar sales
  Clients

3.  Incidence rate may impact the number of days required for data collection.

True False

4.  The extent to which a product's perceived performance matches a buyers expectations is:

  Buyer's remorse
  Customer Perceived Value
  Customer Satisfaction
  None of the Above

5.  It is necessary to begin every research design with exploratory research.

True False

6.  Observational methods may be ___ or ____.

  Structured; Unstructured
  Direct; Indirect
  Conducted in a natural environment; conducted in a contrived environment
  All of the Above

7.  Which statement is not correct about the null hypothesis?

  In marketing research, the null hypothesis i
  It can never be accepted based on a single
  Accepting the null hypothesis will lead to some changes in opinions or action.

8.  Word association is the best known of the _____ techniques.

  Expressive
  Association
  Construction
  Completion

9.  It is always possible to formulate hypotheses in every situation.

True False

10.  The type of method influences questionnaire design. Considering how the questionnaire is administered under each method, which method is most appropriate if lengthy, complex, and varied questions need to be asked?

  Personal Interview
  Telephone Interview
  Mail Questionnaire
  Internet Questionnaire

11.  The Telemarketing Sales Rule (TSR) only allows telemarketing calls to be placed to a residential line between the hours of 8:00 a.m. and 8:00 p.m.

True False

12.  The probability of Type I error (?) is also called the level of significance.

True False

13.  Effective oral presentation techniques include all of the following except:

  The use of visual aids displayed with a variety of media.
  Allowing sufficient opportunity for questions, both during and after the presentation.
  Not spending much time on the reason for the research and getting to the results quickly.
  Constant eye contact and interaction with the audience.

14.  Questions should be worded so that the respondent can easily generalize.

True False

15.  Factor analysis does not classify variables as dependent or independent.

True False

To maintain your certification and be eligible to renew you must accrue twenty continuing education hours over a two year period. Below are the specifications of the contnuing education hours.

Continuing Education Categories  
Research 18 Hours
Legal 2 Hours

To see a list of PRC approved education providers click here .
To see a list of MRA Education click here .

How to Submit Continuing Education Hours

Approval is based on program content and speaker credibility. Documents needed for approval include:

  • Printed description and details as provided by the educator
  • Speaker information (bio/curriculum vitae)
  • Attendance verification (login information, signature verification, registration receipt)

Step 1: Log into your PRC account through "My PRC".

Step 2: Under Education Hours select "Add/View Education Hours".

Step 3: Once all information has been added click "Update".

Notification of approval will be sent to you via email. Please allow 5 - 7 business days for the approval process. You may change or delete any requests submitted during the pending status. Once education hours have been approved or denied you will no longer be able to adjust the information.