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MORES: A Story of True Grit, 1976 to 1992
By: Ms. Fidela Zaballa
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 Rosana Caballero of SMC. An impressive lineup of seminar speakers gave their insights on almost all aspects of marketing research. Although some of the topics were rather technical, the sessions were stimulating, as evidenced by the enthusiastic response of the participants. The market research techniques were presented in a manner understood by both users of and neophytes t, 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 1st National Marketing and Opinion Research Conference and the launching of the Philippine Journal of Marketing and Opinion Research. This Conference will be held in Tagaytay City on September 17-18, 1992 at the Development Academy of the Philippines. Its theme is “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 is Menchu Esteban of PSRC. The men and women helping Ms. Esteban are: 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 Marbella and Ned Roberto.
John Moore, the market research pioneer in the country, has long since returned from Procter & Gamble. Rudy Purugannan, 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 director for many years, died with members of her family in a fire that engulfed their home on August 26, 1991. She was one of the association’s 15th Anniversary. We shall surely miss you Carmen but your dream of celebrating the 15th Anniversary with a bang shall become a reality; we promise you that.
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 that high standards are maintained by its members in the conduct of research but responding to the changing and growing demands of business through the creative use and application of novel research techniques.