As early as the 1960's the research industry in the Philippines felt the need for an organization that will unite the different research agencies toward common goals ---- the continued professionalization of the industry, cooperation among research organizations, the upholding of the highest standards of research and the business ethics. The industry by then was well past the fledging state of the 1960's, when Robot Statistics was the first and only independent marketing research organization; by the mid-seventies, many agencies were already in the business and a number of others were being set-up, demand for research services was on the increase, and research techniques were getting more and more sophisticated. Many far-seeing practitioners began to worry about the dangers of cutthroat competition and its consequent adverse effects on the quality of the research work. The idea of a national association of Philippine research agencies to be patterned after foreign models like the European Society of Marketing Research and the Australian Marketing Organization thus found fertile ground.

So on September 26, 1975, three intrepid, avid souls got together at the Philippine Plaza Restaurant in Makati to discuss the formation of a research professional group. Francisco 'Ike' Lopez of the Research Group, Rosario 'Pichon? Henares of Asia Research Organization and Fidela ?Sally? Zaballa of Feedback, Inc., agreed to test the concept first through a working committee to find out whether rival research agencies, stiffly engaged in a highly competitive business, can work harmoniously in the pursuit of a higher goal.
Ten (10) diehards, all from the research agencies ? Virgilio Atienza, NRA; Carmencita Esteban, PSRC; Olivia Terry, IMS Phils.; Rosario Henares, ARO; Francisco Lopez, The Research Group; Amador Malvar, Unisearch, Inc.; Alquimedes Morales, SGV; Rodolfo Purugganan, CDF; Patricia Tiongson, Makati Psychological Testing Center; and Fidela Zaballa, Feedback, Inc., met, discussed, debated, and agreed on the Articles of Incorporation, By-Laws, code of Ethics, Committee functions and program of activities. The group members took turns hosting their meetings.

With initial birth pangs over, it became apparent to the group that limiting its membership only to research suppliers was a myopic and ultimately counterproductive policy. Without the support and cooperation of other sectors intimately linked to market research work, chiefly the research users themselves, media, academe, and research-oriented government agencies, MORES would find achieving its goals hard going. Thus, when the Securities and Exchange Commission finally approved the MORES Constitution and By-Laws, membership was made open to research agencies, corporate users with well-defined research departments and/ or which are large users of research professors/ teachers of marketing or marketing research, professors/ teachers involved in social, economic, or government research.

The first years of MORES were fraught with difficulties. It had no permanent office, not even a typewriter, or a piece of furniture. It had to be temporary housed with its part-time Executive Secretary, Jopy Torrijos, or with its president, Sally Zaballa. Expenses of the association were borne personally by the individual members or their companies. The founding members had to work long and hard to give MORES its proper place in the sun.

Finally, after two years, MORES an acronym for Marketing & Opinion Research Society of the Philippines (a name suggested by Rudy Purugganan) was formally founded on September 22, 1977. Rosario Chew of Consumer Pulse joined MORES as the eleventh founding member.
The preamble that opens its Constitution reflects the high enthusiasm and the ideals of the super 11: We practitioners of marketing and opinion research in the Philippines, in our sincere desire to serve our country and our people, through the conscientious exercise of our of our profession and firm belief that this lofty purpose can only be achieved thru a concerted effort and cooperation among members of our profession, do constitute ourselves into a national association of practitioners?

From then on, there was no looking back for the Society. Among the well known members are: San Miguel Corporation, Ayala Corporation, Procter & Gamble, Johnson & Johnson, Nestle, Colgate-Palmolive, Coca Cola, Pepsi-Cola, J. Walter Thompson, McCann Erickson, PRC, Ace Saatchi and Saatchi and Hemisphere Leo-Burnett. Not bad for an association that began with only 11 hardly souls!
The achievements go beyond mere members. MORES has delivered on its premises, and more.
The first year saw MORES lend its technical expertise to PBA in the Royal Tru-Orange- Mirinda Ad controversy. Then it actively participated in the 5 th Philippine Advertising Congress plenary session in 1978, and in the Kapisanan ng mga Brodkaster Sa Pilipinas (KBP) Conference in 1979.

It has sponsored numerous seminars and technical symposia on various aspects of market research work to promote professional growth among its members. Distinguished guest speakers, not all of them from the research field, graced its meetings, among them then ordinary street parliamentarian, now Senator Rene Saguisag, CRC's Bernie Villegas, noted anthropologist F. Landa Jocano, management expert Emmanuel Soriano, psycholinguist Bro. Andrew Gonzalez, London-based expert John Goodyear, para-psychologist Father Bulatao, artist Manny Duldulao, and ace film director Lino Brocka. Studies and surveys have been conducted towards the end of standardizing base data. Linkages have been forged with other organizations like NSCB, PMA, AME and Advertising Board. MORES has even assumed the role of arbiter in controversies related research matters, for example the amicable resolution of the disparity in GMA TV ownership data of different agencies.

More important, the Society has fostered close relations among rival agencies, among research suppliers and users, and among practitioners and academicians. MORES has played a moderating influence on the inevitable controversies that heated competition in the business world engenders. It has been working hard at standardizing industry practices, policing its own ranks, serving as a forum where grievances can be aired and resolved, and in general, dampening the destructive passions of the moment. MORES can rightfully claim credit for the relative harmony and calm of the research industry and its clientele.

MORES is justifiably proud of its subsidized seminars for teachers of research. The program aims to acquaint academicians with the realities of market research and the latest advances in the field, so that they can in turn impart to their students a balanced mix of theory and practice. MORES hopes to continue this worthy project on an annual basis.
Of the various seminars and technical symposia sponsored by the Society, easily a standout is the seminar on ?State of the Art Designing and Applying Marketing Research; Research Doers vs. Research users.? The innovative format had a doer discussing the topic, then the user expounding on the same topic. Approaching the seminar topics (ranging from product research to advertising research to dealer research) from two perspective-enabled participants to understand the problems faced by two partners in the research process, and in most cases, resulted in a reconciliation of demands and expectations with what is actually realizable.

Another standout, this time among the studies and surveys initiated by MORES, is the on-going study on socio-economic classifications of Filipino households. This has been a perennial pesky problem in the industry, as the universal feeling is that the current criteria used to classify households are largely outmoded, arbitrary and subjective. The study aims to formulate updated and more objective standards of the socioeconomic classifications of Filipino homes.
Another achievement that MORES can be proud of is its comprehensive Code of Ethics ? the first step towards institutionalizing the tenets of objectivity and integrity among all research practitioners. Among its points is the following provision:

Sec. 1.3 All market research work shall be undertaken in a spirit of complete impartiality and the research company shall not allow itself to be influenced in the conduct of its own surveys by any other considerations other than the adoption of procedures, which will redound to the interests of the client. For this purpose, marketing research companies should be responsible for the development of necessary techniques and for the maintenance of high standards of operation.

This Code of Ethics has evolved over the years into the more refined, realistic (because adapted to the changing needs and perceptions of the industry) and disciplinary tool that it is today.

On September 22, 1987, MORES marked its first decade. On this red-letter day, the organization sponsored a Market Research Day as its gift to the business community. There was a symposium open to business entities and interested individuals that included an economic forecast and a discussion on the directions of the economy by Senator Vicente Paterno and a sharing of information as to what market researchers have learned about the Filipino consumer in the past 17 years.

Another milestone for the association was the conduct of the Basic and Applied Market Research Seminar. This was held at the DAP in Mandaluyong on July 25-26 and August 1-2, 1991 through the efforts of the Education Committee chaired by Rosanna Caballero of SMC. An impressive line-up of seminar speakers gave their insights on almost all aspects of marketing research. Although some of the topics were rather technical, the sessions were presented in a manner understood by both users of, and neophytes to, the techniques.
MORES also offered the Teacher's workshop at the De La Salle University. This was an effort to bridge the gap between the academe and the research practitioner. This was well attended by a total of 54 teacher-participants coming from about 30 different schools.

MORES, however, is not resting on its laurels. In the planning stages are the 1 st National Marketing and Opinion Research Conference and the launching of the Philippine Journal of Marketing and Opinion Research. This conference was held in Tagaytay City last September 17-18, 1992 at the Development Academy of the Philippines (DAP). Its theme was Research: A Tool for Growth. The Conference aims to update participants on the latest research applications and techniques as well as to foster closer ties among the different users and doers of Marketing and Opinion. Leading marketing and opinion research practitioners from here and abroad have been invited to share their insights and expertise. The Executive Director of the undertaking was Menchu Esteban of PSRC. The men and women who helped Ms. Esteban were: Daisy Dela Torre, Alex Patricio, Rey Delos Reyes, Carole Sarthou, Marivic Sy, Lisa Quiambao, Merle Dela Cruz, Inez Reyes, Boyet Marinas, Jet Siytangco, Elfie Reyes, Lito Lazo, and Butch Decangchon. The editorial board members of The Philippine Journal of Marketing and Opinion Research are: Pete Bernardo, Alastair Gordon, Mahar Mangahas, Sherry Jade Marbelle and Ned Roberto.

John Moore, the market research pioneer in the country, has long since returned from Procter and Gamble Rudy Purugganan, a later-generation researcher who helped found the Marketing and Opinion Research Society of the Philippines (MORES), died of lung cancer in early 1987. Carmen Lim, past president of MORES and board of director for many years, died with members of her in a fire that engulfed their home on August 26, 1991. She was one of those who drafted the tentative plans for the celebration of the association's 15 th Anniversary.

To the ten other men and women who helped Rudy organize MORES and to the many others who contributed so much time and effort in making MORES what it is now, our deepest gratitude. All of us who are in MORES now shall keep the torch burning and shall uphold the mission of not only ensuring high standards are maintained by its members in the conduct of research but also responding to the changing and growing demands of business through the creative use and application of novel research techniques.

•  Fidela Zaballa ? President of Feedback, Inc. Text written in 1991