Ipsos MORI

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Mori can also refer to two Japanese family names (Mori and Mōri)

MORI (Market & Opinion Research International), founded in 1969 by Robert Worcester, was the largest independent research organisation in the United Kingdom. The organisation has a freely available archive of opinion polls and public attitude research from 1970 onwards, including trends.

MORI's Social Research Institute works extensively for UK government and public services, looking at public attitudes to key public services which formed a key part of the New Labour Government's domestic agenda in 1997-2005. Social policy, and issues such as identity, social cohesion, physical capital and the impact of place on attitudes are all key themes of the Institute's work.

In June 2005, Sir Robert stepped down from charimanship of MORI and became its Life President. He had previously offered stakes in MORI to its staff but continued to be its single largest shareholder. MORI was bought by the French research agency Ipsos in October 2005 for £88 million and is now known as 'IPSOS MORI'. Worcester became chairman of the advisory board of Ipsos Public Affairs worldwide.

IPSOS MORI's research is conducted in several ways but mostly over the telephone and in face-to-face surveys. For survey's that are targeted to the general public the most effect way to get high amount of complete surveys is through a method called "Random Digit Dialing". This system basically uses randomly generated, but area-specific, telephone numbers. This is the prefered method because it is quick as the interviewer does not need to manually dial the phone and also creates a less bias result as the company do not know who they are calling.

The telephone surveys are conducted by MTS (MORI Telephone Surveys). Their call centers are based all over the UK. Their largest call center is in Edinburgh, Scotland but much research is still conducted in London, England and Dublin, Ireland. Since the the take over IPSOS their operations have expanded as now research is conducted in other parts of the world such as Canada.

External links

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