AMAI
Encyclopedia
The Mexican Association of Marketing Research and Public Opinion Agencies (AMAI) is the agency responsible for maintaining the transparency and quality in market research in Mexico
, setting the standards of quality and socioeconomic levels.
It is a professional entity that brings together all the key Mexican industry players of research, who generate about three quarters of the Mexican market.
Since its inception, AMAI established its own Code of Ethics and standardize the criteria for socio-economic levels in Mexico, which has led to greater transparency in the investigation and the possibility of comparing the results produced by different agencies.
The first index of socio-economic levels occurs in 1994, becoming the standard criteria of classification used in the country. The current index is known as the “Rule 13x6” which classifies into 6 levels the households in Mexico.
In 1999 it's stable a protocol called ESIMM (Standard of Service for the Market Research in Mexico) in which it's set the substantive requirements of quality to be observed in any undertaking of research that is operating in Mexico; while originally adopted on a voluntary basis is now, a mandatory requirement to gain access to the Association.
In 2006 an agreement with ESOMAR (European Society for Opinion and Marketing Research) was made to offer online courses offered by the University of Georgia to 3 countries, in that same year, another webpage is launched as a medium hub of electoral survey results; by the end of 2009 the concept was expanded to include references on social surveys and general interest.
According to the newspaper La Jornada
, the Federal Electoral Institute (IFE
) announces a new legislation which companies must comply in order to raise sample surveys as well as exit polls and/or quick counts during the election process that occur in Mexico, these changes take place after the electoral reform in 2008.
On of the main roles of AMAI is to ensure that all marketing companies in Mexico receive the certification as well as the ISO
. For over 15 years this association, AMAI, publishes a quarterly magazine and teaches a course at ITAM
University of Marketing Research.
From 1992 AMAI has had several presidents who hold office for a period of 2 years, these are chosen by an assembly. Until this day there has been 9 presidents which are:
Until 2008 AMAI had about 35 agencies affiliated and 2 more pending the certification process.
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
, setting the standards of quality and socioeconomic levels.
History
Founded in September 1992, AMAI is an independent organization of different Mexican companies doing market research, opinion and communication, whose purpose is to establish the quality standards as well as common standards in methods, techniques, terminology, analysis criteria, etc. that are related to market research inside Mexico.It is a professional entity that brings together all the key Mexican industry players of research, who generate about three quarters of the Mexican market.
Since its inception, AMAI established its own Code of Ethics and standardize the criteria for socio-economic levels in Mexico, which has led to greater transparency in the investigation and the possibility of comparing the results produced by different agencies.
The first index of socio-economic levels occurs in 1994, becoming the standard criteria of classification used in the country. The current index is known as the “Rule 13x6” which classifies into 6 levels the households in Mexico.
In 1999 it's stable a protocol called ESIMM (Standard of Service for the Market Research in Mexico) in which it's set the substantive requirements of quality to be observed in any undertaking of research that is operating in Mexico; while originally adopted on a voluntary basis is now, a mandatory requirement to gain access to the Association.
In 2006 an agreement with ESOMAR (European Society for Opinion and Marketing Research) was made to offer online courses offered by the University of Georgia to 3 countries, in that same year, another webpage is launched as a medium hub of electoral survey results; by the end of 2009 the concept was expanded to include references on social surveys and general interest.
According to the newspaper La Jornada
La Jornada
La Jornada is one of Mexico City's leading daily newspapers. It was established in 1984 by Carlos Payán Velver. The current editor is Carmen Lira Saade...
, the Federal Electoral Institute (IFE
Federal Electoral Institute
The Federal Electoral Institute is an autonomous, public organization responsible for organizing federal elections in Mexico, that is, those related to the election of the President of the United Mexican States and to the election of the members of the Lower and Upper Chambers that constitute the ...
) announces a new legislation which companies must comply in order to raise sample surveys as well as exit polls and/or quick counts during the election process that occur in Mexico, these changes take place after the electoral reform in 2008.
On of the main roles of AMAI is to ensure that all marketing companies in Mexico receive the certification as well as the ISO
International Organization for Standardization
The International Organization for Standardization , widely known as ISO, is an international standard-setting body composed of representatives from various national standards organizations. Founded on February 23, 1947, the organization promulgates worldwide proprietary, industrial and commercial...
. For over 15 years this association, AMAI, publishes a quarterly magazine and teaches a course at ITAM
Instituto Tecnológico Autónomo de México
The Instituto Tecnológico Autónomo de México , commonly known as ITAM, is a private Ph.D.-granting research university located in Mexico City, Mexico...
University of Marketing Research.
From 1992 AMAI has had several presidents who hold office for a period of 2 years, these are chosen by an assembly. Until this day there has been 9 presidents which are:
- Ruben Jara 1992-1994
- Abraham Nadelsticher 1994-1996
- Ana Cristina Covarrubias 1996-1998
- Eduardo Berumen 1998-2000
- Javier Alagón 2000-2002
- Cesar Ortega de la Roquette 2002-2004
- Manuel Barberena 2004-2006
- Eduardo Ragasol 2006-2008
- Ricardo Barrueta 2008-2010
- Gabriela de la Riva 2010-2012
Until 2008 AMAI had about 35 agencies affiliated and 2 more pending the certification process.
External links
- AMAI AMAI
- ESOMAR European Society for Opinion and Marketing Research
- EFAMRO European Federation of Associations of Market Research
- CONEVAL National Council of Evaluation of Social Development Policy
- CONAPO National Population Council
- AMAP Mexican Association of Advertising Agencies
- Pearson Pearson S.A. de C.V.