| Description |
Roy Morgan Research, Australia’s best known
and longest established market research and public opinion polling
company, was founded in 1941 by Roy Morgan. Since then, Roy Morgan
Research has grown and prospered. While originally specialising
in public opinion, corporate image and media measurement, the company
has expanded to cover all aspects of market research information
gathering whether by personal interviews, the telephone, self-administered
or the Internet.
Today annual turnover is more than $28 million, with offices
in all five mainland Australian States, the ACT (Canberra), Auckland,
Detroit, New York and London.
During the 1990’s there were many changes in the structure
of the Australian Market Research Industry. AC Nielsen (USA) absorbed
two of the larger ad hoc market research companies (Reark Research
and AGB McNair), while Frank Small and Associates and Yann Campbell
Hoare Wheeler were bought by overseas interests - Taylor Nelson
Sofres (UK) and WPP (UK) respectively.
The Australian Market Research Industry now comprises mainly
overseas-owned market research companies with Roy Morgan Research
being the main exception. A proliferation of small local market
research companies conduct mostly qualitative research.
Roy Morgan is Australia’s best known public opinion and
political polling organisation and preferred supplier of polling
data to Australia’s premier weekly news magazine The Bulletin
with Newsweek and Australia’s leading TV network, Channel
Nine.
Roy Morgan International continues to be proudly Australian and
is owned by the Morgan Family and senior employees with Gary Morgan
as Executive Chairman and Michele Levine as Chief Executive Officer.
The largest single business is now Roy Morgan Single Source,
incorporating the Roy Morgan Readership Survey, Roy Morgan BrandPLANNER,
MediaPLANNER, RadioPLANNER, TV PLANNER and CreativePLANNER.
Roy Morgan Single Source is the authoritative source of market
information for media, advertising agencies, manufacturers, retailers,
service industries and government.
Roy Morgan Single Source is thorough, accurate, and provides
comprehensive, directly applicable information about current and
future customers. It is unique in that it directs all the questions
to each individual from a base survey sample of around 55,000
interviews in Australia and 15,000 interviews in New Zealand annually
- the largest Single Source databases in the world. The questions
asked relate to lifestyle and attitudes, media consumption habits
(including TV, radio, newspapers, magazines, cinema, catalogues,
pay TV and the internet), brand and product usage, purchase intentions,
retail visitations, service provider preferences, financial information
and recreation and leisure activities. This lead product is supported
by a nationally networked, consultancy-orientated market research
capability.
From July - November 2000, Roy Morgan Single Source was conducted
in the USA with a cross-section of 5,544 people aged 14 and over.
Roy Morgan Single Source surveying has now begun in the UK.
Because of the wide range of services offered, Roy Morgan Research
is able to employ the most appropriate methodology to meet the
requirements of each study, which in many cases, involves the
use of a combination of research techniques.
Roy Morgan Research is one of the few market research companies
in the world who owns their own analysis software (ASTEROID) used
for delivering survey data to clients and enabling clients to
perform their own 'in-house' analysis.
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