What is CARF?
CARF is a not-for-profit organization that focuses primarily on advertising, communications and media research.
The Foundation was established in 1949 along with the Association of Canadian Advertisers (ACA) and the Institute of Canadian Advertising (ICA).
CARF plays an important role in keeping its members aware of developments in advertising, communications and media research and as an independent body, assists in evaluating advertising and media research methods and studies
1. To develop, publish and update guideline documents for the evaluation of communications research and the reporting of research studies
2. To stimulate the development of new and improved research techniques through the interchange of ideas with other countries
3. To help develop and promote Canadian expertise
4. To review and appraise published research and comment on the technical validity and usefulness
5. To voice key industry concerns and work to provide ways for interested parties to work together to resolve them
6. To provide a forum for discussion of industry issues and exchange of ideas
7. To be a source of information on advertising and media research issues for its members
8. To support lobbying efforts on behalf of the industry
Seminars and Workshops
These events provide a vehicle for the exchange of ideas and discussion of topics of special interest and concern in the industry. They provide the latest updates as well as leading edge thinking on advertising and media research topics and techniques. Frequency is usually 4 to 6 times per year.
CARF Research Forums were introduced in 2004 and provide an opportunity for members to meet in a small group format to learn and discuss topics and issues of ongoing concern. The two Forums currently underway are “Measuring Ad Effectiveness and Performance” and “Data Integration” The groups meet two to three times per year.
CARF provides the industry with an education program specifically focused on developing expertise in media research. This five-part workshop series is offered annually. It is designed for media planners and buyers, media sales people or anyone wishing to further their understanding of the research that supports the sale and purchase of media in Canada. Each session is hosted by an expert in the field and is designed to resolve the confusion around measurement of a single medium. The areas covered are television, internet/online, newspaper, magazines and radio.
CARF appraisals are designed to ensure that a research study conforms to media research standards and to good industry practices. The appraisals cover all aspects of methodology including sample selection, questionnaire design, execution and verification of fieldwork, data processing, tabulation, analysis and reporting. Short form appraisals are also conducted after a study has been completed. The appraiser relies on existing documentation and interviews with the research supplier to determine whether the specifications meet standards and the study has been executed properly. Particular attention is paid to the value of the study to the user.
Research Standards and Guidelines
CARF has developed research guidelines for television, radio, magazines, newspapers and business publications. These guidelines are being expanded to include all media types and various forms of advertising research.
CARF works in co-operation with allied Canadian research, advertising and media associations to identify new and improved techniques for the delivery of valid and useable research results. It also works to protect the interests of members with regard to government legislation and maintains continuing liaison with similar associations internationally.
Benefits of Membership
In addition to the many services provided by the association, CARF members receive a significant reduction in admission fees to seminars and workshops where they have the opportunity to hear about the latest developments and new research techniques. CARF members also receive a reduced rate for sending participants to the annual Education Program.
CARF members may attend the Advertising Research Foundation ( US ) seminars at ARF member rates and may become members of ARF for the incremental cost of ARF membership.
Through the CARF newsletter, members are kept informed of the latest developments in advertising research in Canada and internationally. Members receive a copy of every appraisal report and enjoy a significant reduction in the cost of appraising their own surveys. CARF members also get reduced subscription prices to ADMAP, the UK Journal of Media Planning and Research, published by NTC Publications Lt., UK and for The Journal of Advertising Research, published by the Advertising Research Foundation.