Bill Cook

Dr. William A. Cook - EVP of Research and Standards, ARF

Dr. Cook leads the ARF's Online Research Quality initiative, a million dollar research-on-research study, the evolution of the ARF's Research Quality Council into a Research Quality Council, and the ARF NeuroStandards Project that studies the fast-emerging world of biometric research. Bill first served the ARF as Editor for the Journal of Advertising Research from 1987–1997. He joined the ARF as a member of the management team in 1996.

Bill started his marketing research career at DuPont seeking to increase the effectiveness of DuPont's corporate image advertising. He later worked on advertising strategy and research for consumer products at DuPont, and, subsequently at Kraft General Foods. At KGF, Bill led the "Seven Routes to Advertising Effectiveness" program which defined a process for improving the setting of advertising objectives and matching the research with those objectives. Pursuing better integration between media planning and marketing strategy, Bill became Exec. Vice President at Simmons Market Research Bureau. At Simmons, Bill worked with leading media companies and advertising agencies on ways to increase the return on advertising spending. More recently, Bill joined modelers seeking to improve targeting techniques and data-based marketing at Equifax NDS and subsequently at William Cook & Company.

He has co-authored Advertising Research - 2000: The Changing Face of Advertising Research in the Information Age with Ted Dunn, Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings with Arthur Kover, and Ad Testing (a chapter in the award-winning Handbook of Marketing Research: Uses, Misuses, and Future Advances with Allan Baldinger. Bill earned his Ph.D. in Psychology from the University of Florida.

SESSION(S): Breakfast and Presentation: Why Single Source, Why Now, and Why an ARF Review

Sponsored by: TRA


Why Single Source, Why Now, and Why an ARF Review
The quality of a single-source system is dependent on the quality of the underlying data, the data processing, the quality and validity checking, and the systems architecture that consistently delivers consistent high-quality, relevant reporting. The ARF has reviewed the validation evidence developed by TRA and issued a formal review and opinion. Come bite into this with us.

Speakers:
Bill Harvey – Vice Chairman/Chief Research Officer, TRA
Bill Cook – EVP, Research & Standards, ARF

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Arbitron
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