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Ten Core Principles

The following principles summarize the ideas enshrined in the PMRS Code of Conduct. These principles are founded upon the history of practice of marketing research in Canada, the ICC/ESOMAR Code of Marketing and Social Research and the principles underlying the Personal Information Protection and Electronics Documents Act (PIPEDA).

PRINCIPLE 1: CONSENT

Contact with members of the public is at all times to be undertaken with their consent and with observance of their right to withdraw at any time.

PRINCIPLE 2: PUBLIC CONFIDENCE

Members should act in a manner that serves to promote and augment, not diminish, the confidence of the public in research in general.

PRINCIPLE 3: PUBLIC�S RIGHT TO PRIVACY

The use of research data should extend only to those purposes for which consent was received. The public�s desire for privacy and anonymity is to be respected.

PRINCIPLE 4: ACCURACY

Members agree to recommend those research methods which are appropriate to the research goals, and to avoid conducting research which would be inaccurate or misleading. Members must be accurate in all aspects of research and refrain from purporting or suggesting levels of accuracy which are greater than is warranted by the nature of the research. Members shall report and interpret their results in a manner that represents these results accurately and acknowledges such limitations on the research which, in the absence of such acknowledgement, might mislead.

PRINCIPLE 5: ETHICAL PRACTICE

Members shall at all times act honestly, ethically and fairly in their dealings with all members of the public, clients, employers, sub-contractors and each other. They will refrain from activities which show disrespect or otherwise unjustifiably demean, criticize or disparage others.

PRINCIPLE 6: CLIENT RIGHTS

Members shall protect the interests of their clients and clients� rights to confidentiality. Members shall ensure that records of research will be held for the appropriate periods and that these will be protected from theft, misuse and inadvertent destruction.

PRINCIPLE 7: LAWFULNESS

Members, in their conduct of research, shall abide by the prevailing provincial, national and international legislation which applies to the research they conduct.

PRINCIPLE 8: COMPETENCY

Members agree to uphold high standards of general competency in the design, execution, analysis, reporting, interpretation and consulting phases of all research.

PRINCIPLE 9: FAMILIARITY

Members will undertake to keep themselves, their co-workers and clients informed about the code of conduct to avoid breaches of it, and will undertake also to inform themselves of any recent changes made by assessing, where necessary, such sources as the PMRS website or other material.

PRINCIPLE 10: PROFESSIONALISM

Members commit themselves to the goal of seeking to continuously improve themselves in their chosen profession.

DataPath Systems Privacy and Data Retention Policies Updated: May 2018 for new GDPR regulations

Data Retention

For privacy best practices, upon completion of a project, data with personal information should be deleted. Project data will be removed from our systems 2 years after the project close date.

DataPath Systems reserves the right to change this data retention policy as required to ensure compliance with any applicable laws, industry membership requirements or other valid business process reasons. Changes to this policy will be communicated to our members and clients to ensure adequate notice.

This Privacy Policy sets out a summary of the principles and procedures that DataPath follows to meet our privacy commitments and comply with the requirements of the laws and regulations under applicable privacy laws in Canada and other jurisdictions, including the Personal Information Protection and Electronic Documents Act and the General Data Protection Act (GDPR).
Personal Information is any information that can directly identify you. This information may include, but is not limited to, your name, mailing address, phone numbers, email address, identification numbers. Personal Information, however, generally does not include your name, business title, business address or business telephone number in your capacity as an employee of an organization.

A. The owners of DataPath Systems are responsible for securely storing your personal information. That information is not shared or sold to any third party without your specific consent. Other personnel of DataPath Systems may have responsibility for the day-to-day collection of information (such as interviewers).

B. We will identify the purpose for which the data is being collected. Typically, this is for the purpose of quantitative or qualitative market research or the sending of incentive/prize rewards.

C. By participating in our surveys, we assume your implied consent. However, you will, in most cases, have the option to exclude any personal information asked for. When sending third party surveys, it is up to that third party and their policy for protection of that information.

D. Panel email information. Your email address is considered Personal Information. You have the right to have us remove your email from our files at any time.

E. We will disclose your Personal Information only when we have your consent or as permitted by law

F. We only collect Personal Information with your consent and for purposes identified in advance and only for when deemed necessary for the project.

The North Poll (2018 � to date) Including residents of Alaska, the Yukon, NWT and Nunavut, this omni-bus study launched in the Spring of 2018. As it grows, organizations will be able to add survey questions to, and residents be provided unbiased, representation findings on Northern opinions

On-going Quarterly Poll of Yukoners (2000 � to date) For over 18 years, DataPath Systems has been the premier market research company in the Yukon. Our DataPath panel includes nearly 1 in every 3 Yukon households. Organizations have utilized the poll for a wide range of interests.

Yukon Protective Services � Emergency Medical Services (2010 � to date)� Patient Audit online system This database systems allowed Yukon Protective Services to track specific responses, patient needs, protocols and follow-up review.

Data Analysis for Arctic Borderlands Wildlife Tracking (2010 � to date) This on-going survey of northern residents takes place in 12 communities via in-person interviews. Data analysis and reporting provides current and reliable information on wildlife, fish, birds, berries, and weather.

Yukon Chamber of Mines (2014, 2017) This study surveyed Yukon residents on their attitudes and perceptions of mining, and Chamber advertising and messaging.

Recreation and Parks Association of the Yukon (RPAY), (2008, 2009, 2017) Completed three times, this survey was a large sampling, online, in-person and telephone, of Yukon residents. It monitors both adult and child recreation levels, interests and attitudes.

Parks Canada Bear Creek Feasibility Study (2016) In an effort to reopen the Bear Creek National Historic Site, DataPath Systems interviewed event attendees and residents to gather information on support to re-open, interest in visiting and economic value.

Discovery Channel Gold Rush TV show visitor impact (2015) YG Economic Development/Research NW This study surveyed visitors to the Yukon to estimate the impact of the Gold Rush TV show on their visit, length of stay and spending.

Yukon Mining Industry Gap Analysis (2015) - YG Economic Development This project helped to understand the labour and training needs in the Territory

YITIS Survey of Yukon IT businesses (2015)- This membership study looked as ways to improve YITIS services.

Cultural Industries Workers and Business Study (2014) � Yukon Economic Development This project with Research NW reviewed the labour market for Cultural industries, barriers and opportunities.

Yukon Visitor Tracking Program Exit Study (2012/13) - Yukon Tourism & Culture The largest visitor tracking study ever run in the Yukon, this study included in-person intercepts at 16 locations across the Yukon, for 12 months. It also integrated online follow-up surveys and created a simulator model to estimate visitor volumes going forward.

Northern Food services (2014) � Health Canada This project included surveys across the Territories on food safety, issues, concerns and pricing.

Northern Electrical Usage (2008 and 2014) � HydroQuebec Conducted in-person in Nunivik, this project studies electrical use and other home services.

Design/white paper on alternative/innovative Visitor Study Models (2011) EQ segmentation transition report (2012) Yukon Tourism & Culture These studies worked to merged the previous visitor segmentation model with the new national Canadian model, so that industry members could easily transfer their marketing to the new system.

Nunavut Tourism Conversion Study and Inquirer System (2008, 2009, 2010) This project surveyed inquirers to Nunavut Tourism and created a system of the industry to acquire contact information for those potential visitors.

Nunavut Tourism Exit Study (2006 and 2008) Completed twice, this survey worked with the airlines to collect visitor surveys in-flight. A complex weighting system was developed to estimate visitor volumes.

Canadian Parks and Wilderness Association (CPAWS) (2009 - 2012) This data was critical in the development of responses to the Peel Watershed debate � ensuring it followed with the unbiased opinions of Yukoners.

Various Education/Teacher Studies � for Yukon, and NWT (2007, 2008) To monitor teachers needs and interests in the development of new online tracking tools and innovations.

Environment Yukon Climate Change Attitudes (2007, 2008, 2009) This project monitored Yukoners attitudes toward climate change, direction for government policy as well as personal behaviour modifications.

Canada Winter Games economic impact (2007) This in-person intercept at the event provided data for Research NW�s economic impact model.

Numerous custom studies for Northwestel (1999, 2004 � 2008) Confidential information for Northwestel

Alaska Tourism Exit Study � 2006/07. As a sub-contractor to the McDowell group, DataPath is responsible for the data collection at all the highway exit points between Alaska and the Yukon (4 sites). Data is collected monthly for 12 months. DataPath was also involved in the initial questionnaire design for the project.

Indian and Northern Affairs � Voices of the North 2006 This project involved both telephone and intercepts surveys across two different survey periods. The intercepts were conducted in 26 northern communities with a high ratio of residents without telephones. It was a partnership of nine Federal government departments. Follow-up research included an online survey, mail out survey and phone-in 800# service.

Yukon Tourism Advertising Conversion Studies � 2002, 2003, 2004, 2005 and 2006. Over 4000 surveys were completed in each study with respondents who had made an inquiry for a Yukon Vacation Guide during the previous year. Those studies included travel conversion, trip profiles and ROI analysis.

Northwest Territory�s Tourism Branding Study � 2006. Done in partnership with Outcrop NWT the research included surveys with residents, business owners, potential visitors, past visitors (in the U.S., Canada and Germany). This research helped to form the new NWT branding strategy.

Northwest Territory�s Tourism Infrastructure Plan � 2006. As a sub-contractor to Western Management Consultants, this study interviewed tourism operators, residents, and community leaders across the NWT.

Northwest Territory�s Highway monitoring � 2006. This survey involved observational research, to monitor drivers in Hay River and their use of seat belts (in partnership with Syonate Research)

Northwest Territory�s DFO study � 2005. The study surveyed fisherman using the Ingraham Trail Lakes system.

Yukon Tourism Branding Study � 2005. In partnership with Cameron Strategies and Zero Gravity, DataPath surveyed residents and interested visitors to the Yukon to help create the new Yukon Larger Than Life brand. In 2006, DataPath also conducted a print ad test of the brand among interested visitors.

1999 � to date: DataPath Quarterly Poll. Every 3 months DataPath System contacts 300 Yukoners (by phone and online panel), to survey them on current local events, political issues and as an omni-bus survey instrument.

2001 Yukon Vacation Guide Focus Groups. DataPath Systems worked with Cameron Strategies to conduct four focus groups (Vancouver and San Francisco) to review the Vacation Guide format and appeal. DataPath recruited the groups, and supported the moderators guide and final report/recommendations.

2001/2 Yukon Tourism Business Forecast studies. Two waves of research were conducted following the events of September 11 to determine the impact of the event on tourism in the Yukon. This business-to-business study included one wave in early November 2001 and a follow-up wave in February 2002.

Outbound Canada � 1999 � 2001. Done in partnership with the Conference Board of Canada, this quarterly study tracked Canadians travel and interest in U.S. destinations.

1999 WTAY segmentation study. The largest segmentation study completed for the Yukon since the 1992 Tourism Yukon study, this study showed the segmentation of adventure and wilderness travellers as well as updated the segments from the 1992 study.

1997 Canadian North focus groups. Conducted when Donna Larsen was with Angus Reid Group, Donna was the project manager and focus group moderator for two waves of focus group in both Yellowknife and Iqaluit. The study focused on improving service between gateway cities and northern communities.

Since 1998, DataPath has also conducted numerous studies on behalf of the Yukon Government, including studies for the Department of Motor Vehicles, Public Service Commission, Housing, and Justice.

DataPath Systems is a full service market research company. It is the only full service market research company in the Yukon. Donna and Mike Larsen founded the company in May of 1998. While Mike is a long time resident of the Yukon, Donna has relocated from the U.S. and then Calgary before arriving in the Yukon in 1997. The philosophy of the business is to produce top quality market research information by using the state of the art in technology and training. All forms of technology, such as CATI, email and the Internet are used whenever appropriate, as well as traditional data collection methods such as face-to-face interviewing, telephone interviews, internet surveys or via conventional mail.

Donna Larsen started DataPath Systems based on 14 years of experience in the market research field. DataPath Systems quickly expanded to include a field centre (CATI) operation located in Marsh Lake Yukon.

DataPath Systems is capable of handling all levels of market research needs, from data collection to data analysis, segmentation, planning and application of the information.

Over the past several years, DataPath Systems has completed numerous research projects concentrating in advertising tracking and conversion studies. By incorporating random telephone, re-contact telephone, and re-contact email/web methodologies in projects, sample sizes have been increased allowing for greater data analysis. In addition, incorporating segmentation and predictive analysis in the research projects has increased the relevance and action ability of the data.

Major Projects

Quantitative Studies (selected projects)

On-going Quarterly Poll of Yukoners (2000 � to date)

Yukon Protective Services � Emergency Medical Services (2010 � to date)� Patient Audit online system

Data Analysis for Arctic Borderlands Wildlife Tracking (2010 � to date)

Roswell New Mexico International UFO Museum and Research Center (2008 to 2016)

Parks Canada Bear Creek Feasibility Study (2016)

Recreation and Parks Association Yukon Activity and Attitude Study (2016)

Southern Lakes Resort Road Improvements (2016)

Discovery Channel Gold Rush TV show visitor impact (2015) YG Economic Development/Research NW

Yukon Mining Industry Gap Analysis (2015) - YG Economic Development

Recreation Site Usage reports (2105) � City of Calgary/zinc research

YITIS Survey of Yukon IT businesses (2015)- YITITS

Ruidoso New Mexico Conversion Study (2014)

Cultural Industries Workers and Business Study (2014) � Yukon Economic Development

Yukon Visitor Tracking Program Exit Study (2012/13) - Yukon Tourism & Culture

Yukon Chamber of Mines Attitude Study (2014) � Yukon Chamber of Mines

Northern Food services (2014) � Health Canada

Northern Electrical usage (2014) � HydroQuebec

Design/white paper on alternative/innovative Visitor Study Models (2011) Yukon Tourism & Culture

EQ segmentation transition report (2012) Yukon Tourism & Culture

Numerous opinion surveys for YTG (2000 � 2014) (Policy, Mining, Lands Branch, Economic Development, Government Services, Environment, Tourism, WCHSB)

On-going tracking of Eastern Canadian travel to New England (2013-2014)

UAL labour market study for First Nation trades (2009)

Nunavut Tourism Conversion Study and Inquirer System (2008, 2009, 2010)

Yukon Tourism Advertising Conversion study (2001-2014)

Canadian Parks and Wilderness Association (CPAWS) (2009 - 2012)

New Hampshire Ad tracking Study (2012-2013)

Yukon Mine Training Association (2009)

Recreation and Parks Association of the Yukon (RPAY), (2008, 2009)

Various Education/Teacher Studies � for Yukon, and NWT (2007, 2008)

Environment Yukon Climate Change Attitudes (2007, 2008, 2009)

Hydro-Quebec Nunavik Household Study (2008)

Canada Winter Games economic impact (2007)

Numerous custom studies for Northwestel (1999, 2004 � 2008)

Numerous studies for Parks Canada (2005 � 2008)

Indian and Northern Affairs Canada (INAC) Voices of the North (2006-7)

Nunavut Tourism Exit Study (2006 and 2008)

Alaska Visitor Exit Study (2006)

State of California Canada market study (2007)

CBC Yukon Election Poll � (Oct 2006)

Yukon Public Service Commission (2006)

NWT Tourism Branding Study 2006 �(partner with Outcrop NWT)

NWT Tourism Infrastructure Study 2006 (partner with Western Management Consultants)

Tourism Destination Planning Simulation Model (in progress)

Yukon Tourism Branding Project 2005

Advertising Conversion for Santa Fe New Mexico, 2004 and State of New Mexico (2004\5)

Klondike Trail product inventory (partner to Western Management Consultants) for Edmonton Airport.

Whitehorse General Hospital Employee Study (2000, 2002, 2004, 2005)

Created IMPACT � a syndicated study monitoring the impacts on travel after 9/11 (clients included Air Canada, Disney Canada, Las Vegas Convention and Visitors Bureau, plus others)

Segmentation Study for Parks Canada�s G-8 Summit Legacy Study, 2004

Donna Larsen

Professional Experience Summary:

2003-to present	Market North Promotion Systems, Marsh Lake, Yukon	Partner
1998-to present	DataPath Systems, Marsh Lake, Yukon	Partner
1997-2000	Yukon College, Tourism Dept., Whitehorse, Yukon	Part Time Instructor
1992-1997	Angus Reid Group, Calgary, Alberta	Vice President Travel & Tourism
1992	Unified Strategy & Research, Inc, Sterling, Virginia	President
1984-1992	D.K. Shifflet and Associates, Ltd, McLean, Virginia	Vice President
1983-1984	Balance Computer Center, Alexandria, Virginia	Computer Sales
1983	Holiday Inn Int�l Miami, Florida Caribbean Division	Micro Computer Analyst
1982-1983	Florida Int�l University, Miami, Florida Sociology Dept.	Research Assistant

Educational Summary:

Master of Arts in Sociology (thesis pending), George Mason University, Fairfax, Virginia

Bachelor of Arts: Sociology and Anthropology, Florida International University, Miami, Florida

Certificate Degree: Marketing, Major emphasis on Research, Florida International University, Miami, Florida

Co-author of "The Roots of Haitian Migration", published in 1984 "Haiti: Today and Tomorrow, An Interdisciplinary Study"

Areas Of Special Competence:

Marketing Research in the Travel/Tourism Industry

Survey Design including sampling and methodology

Marketing Segmentation

Applied analysis integrating secondary and internal information sources

Memberships/Affiliations:

Travel and Tourism Research Association (TTRA) � Chairman of the Board 1999, (International board member June 1992 � 1999), Lifetime member

Professional Market Research Society (PMRS) � Membership by peer review only. 2003 to present

Travel Industry Association of the Yukon � Executive Board Member 1999 -2004

Yukon Tourism Marketing Partnership � Visioning Committee member 2000

Management Advisory Council Tourism Subcommittee - University of Calgary / World Tourism Organization 1995-97

Project Management Skills:

Business Development. Determines industry needs to develop appropriate programs to best provide the information needed. This includes the determination of project methodology, sub-contractor roles, advisory board requirements, sampling design, timing and costs. Proposal writing and in-person consultation plays a key role.

Marketing and Communication. Responds to Requests for Proposals with twenty years of proposal writing experience

Data Analysis & Report Writing. Includes both quantitative and qualitative analysis, interpretation of objectives, hypothesis testing, conclusions & recommendations. Certified focus group moderator.

Client Representative. Client contracts, study designs and special requirements.

Project Co-ordination. Supervises all levels of projects including communication with sub-contractors, questionnaire design, project accounting, and timing.

Presentation of Data and Analysis. On location workshops and formal written presentation of survey reports, integrating data results and interpretation. Have presented at over 20 conferences and workshops

Other job responsibilities include marketing, budgeting, staffing and supervision of research assistants, client representative, analysis, presentations, and development.

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