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Roy Morgan Research is an Australian market research company based in Melbourne, Victoria.

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.

Roy Morgan Research is a truly international market research company and the provider of the world’s most extensive and only true single source survey.

Today annual turnover is more than $40 million, with offices in four mainland Australian States, Auckland, London, New York, Princeton and Indonesia.

During the 1990s 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 Group (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 conducts mostly qualitative research.

Roy Morgan is Australia’s best known public opinion and political polling organisation. The Morgan Poll is Australia’s only independent poll; i.e. not owned by a media. The results are published on www.roymorgan.com and by newspapers, magazines, television, the Internet and radio.

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, TVPLANNER and CreativePLANNER. Other products include ASTEROID, The Worm, and Automotive, Tourism, Finance, Telecommunications, Utility, FMCG, QSR, Beverage, Retail and Direct (Target) MAPs.

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 February 2002 to July 2004, Roy Morgan Single Source was conducted in the USA with a cross-section of 9,395 people aged 14 and over. From October 2003 to February 2004, Roy Morgan Single Source was conducted in UK with 1,570 people aged 14 and over, and from April to July 2004 in Indonesia with a cross section of 2,500 people aged 14 and over.

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 and ASTEROID Search) used for delivering survey data to clients and enabling clients to perform their own ‘in-house’ analysis.

• Roy Morgan Research website

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