Membership is open to corporations, associations and individuals whose focus is advertising, communications and media research.
• Benefits of CARF
• Innovative Research Perspectives & Networking Opportunities
• Expanding Your Research Resources Cost Effectively
• Valuable Research Education
• Credible Third Party Media Research Evaluation & Consultation
• Join CARF / Get more information
Benefits of CARF
The Foundation was established in 1949 along with the Association of Canadian Advertis ers (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.
CARF offers members Innovative Research Perspectives & Networking Opportunities
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.
Expanding Your Research Resources Cost Effectively
Through the CARF newsletter, members are kept informed of the latest developments in advertising research in Canada and internationally. Members 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.
Valuable Research Education
CARF provides the industry with an education program specifically focused on developing expertise in media research for entry level staff. 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.
Credible Third Party Media Research Evaluation & Consultation
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. Through the CARF membership a network of media and advertising professionals can be readily accessed to provide contacts or valuable opinions.
How to join CARF