Charles Coolidge Parlin Marketing Research Award


What is the Charles Coolidge Parlin Marketing Research Award?

The Charles Coolidge Parlin Marketing Research Award is the oldest and most distinguished award in the field.  This award honors Charles Coolidge Parlin, the founder of market research. 


Nominations Close: March 4, 2019 


An award nominee’s impact should be reflected in at least one (or more) of the following criteria:

  • Exhibited leadership resulting in the effective use and value of marketing research and market based knowledge.
  • Developed and/or promoted new concepts, methods, or models for measurement and analysis that expand the capacity of organizations to achieve a better understanding of their markets, customers, and consumers.
  • Initiated creative integration of existing methodologies that resulted in more widespread use or appreciation of marketing research.

It is committee policy to evaluate a nominee three times - the year initially nominated and the following two years. Thus, individuals who were nominated for the 2017 and 2018 Parlin Award will be automatically considered for the 2019 Parlin Award and do not need to be re-nominated.

Selection Process

Nominations are invited from individuals and marketing departments.  The nominations should be submitted in electronic form and should include:

  • A letter (not to exceed two pages) summarizing the nominee’s contributions to marketing research over an extended period of time.  Letters may focus on one or multiple of the criteria outlined above.
  • A current curriculum vita for the nominee.

Once the nomination period has closed, the selection committee will receive the nominees’ information.  The committee will review and rank the candidates against the award criteria, identifying a small group of semi-finalists (no more than 4 individuals).  The semifinalists will be asked to complete the following final step of the application process:

  • Nominees will accept/reject their nomination from the AMA
  • Nominees will receive the letter written on their behalf from the nominator
  • Nominees will confirm availability to attend conference within which the Parlin Award will be presented
  • Nominees will have the option to add an additional personal statement (up to four pages) that speaks to their candidacy, and attach supporting documentation as deemed appropriate (such as writing samples, additional letters of recommendation, etc).

The Parlin Award Committee will be asked to score the semifinalists based on the award criteria and to select a winner.

History of the Charles Coolidge Parlin Award

The Charles Coolidge Parlin marketing research award was established in 1945 by the Philadelphia Chapter of the AMA and The Wharton School in association with the Curtis Publishing Company to honor persons who have made outstanding contributions to the field of marketing research.

Established as a memorial to Charles Coolidge Parlin, who is recognized as a founder of marketing research, The Parlin Award is today a preeminent national honor.

Judging Process

A panel consisting of a mix of marketing experts will serve on the selection committee. All judges will be leaders and experts in the field of marketing with careers as marketing academics, consultants and practitioners.

Recognition and Benefits

The 74th Parlin Award will be presented at the 2019 ART Forum (June 12-14 at Brigham Young University).


Please contact the AMA Foundation at

Please click here to learn about previous award recipients


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