Marketing Research and Intelligence Association (MRIA)

Marketing Research and Intelligence Association (MRIA)

July 14, 2010 08:00 ET

MRIA Calls for Retention of Mandatory Long-Form Census Questionnaire

TORONTO, ONTARIO--(Marketwire - July 14, 2010) - The Marketing Research and Intelligence Association (MRIA) today issued an open letter to the Honourable Tony Clement, Minister of Industry and Minister Responsible for Statistics Canada, calling upon the federal Government to reverse its decision to eliminate the mandatory long-form census questionnaire.

MRIA argues that

  • data generated by the long-form questionnaire provide decision-makers with a deep and rich set of facts about Canadians, facts that are reliable at the local, regional and national levels;
  • the robustness and reliability of the long-form data is due to the huge sample involved and because response is mandatory;
  • data from the proposed new voluntary National Household Survey will be less robust, as the overall response rate will be lower and because hard-to-reach segments of the population are not likely to be well-represented among respondents;
  • without robust data, it will be exceedingly difficult for governments to respond effectively to shifting patterns of need in society or to introduce changes that provide the greatest value for money; and
  • researchers will have no reliable data to use for designing samples for national surveys; for adjusting for biases in survey results; and they will not be able to compare numbers from census to census and analyze trends.

To read the full text of MRIA's letter to Minister Clement, click here (

MRIA is the national self-regulatory Association which governs and represents companies and individual practitioners in Canada's marketing, survey and public opinion research and market intelligence industry, and is its single authoritative voice.

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