emma has been independently audited by media research specialist auditor Dr Rob Hall from Environmetrics.
Dr Hall was commissioned to conduct the audit, specifically to review the design and implementation of the emma methodology being developed by Ipsos MediaCT on behalf of The Readership Works. Dr Hall has taught social and market research methods at Macquarie University, The University of NSW, Sydney University, University of Western Sydney and the University of Verona, Italy. He is a member of the Australian Market and Social Research Society, the Statistical Society of Australia, the Australian Psychological Society and the American Psychological Association. Dr Hall is also the auditor of the Commercial Radio Australia currency.
Dr Hall used a number of criteria for evaluating the emma survey, including that the methodology is supported by current best practice in the survey research industry, input from external experts in the media and advertising sectors and suitable quality control and monitoring processes. He found that the emma survey met all criteria, including the sample, data collection, data preparation and data delivery.
Dr Hall will continue to audit emma to provide ongoing assurance that the survey maintains these high standards, including auditing of further methodological innovations prior to the release of new data to market.