written like an advertisement . please help improve it by removing promotional content and inappropriate external links and by adding encyclopedic content written from a neutral point of view . january 2010 learn how and when to remove this template message rockbridge associates inc. industry market research founded 1992 headquarters great falls virginia united states key people charles colby president gina woodall senior vice president services customer satisfaction and loyalty new product development research customer and market segmentation website usability brand equity event and meeting evaluations website www.rockresearch.com rockbridge associates inc. is a market research firm located in great falls virginia that specializes in issues for technology and services companies and associations . rockbridge offers services addressing business issues such as product development customer satisfaction segmentation branding and pricing . the firm provides the national technology readiness survey which has tracked consumer technology beliefs since 1999 . rockbridge is a member of the council of american survey research organizations casro . 1 contents 1 history 2 awards 2.1 ntrs study 3 references 4 external links history edit rockbridge associates inc. was founded in 1992 . from its early years the company was using the internet as a research medium and in the study of technology adoption . the company was founded by charles colby who had previously worked for the opinion research corporation and westat inc. charles co authored the book techno ready marketing with dr. a. parasuraman has taught marketing management and market research at universities and is a senior fellow in the university of maryland college park s center for excellence in service . 2 3 in 1996 rockbridge became one of the first market research firms to launch a website . in this year rockbridge began working with professor parasuraman co developer of servqual on a project to study technology beliefs . in 1997 rockbridge began conducting online surveys . it also launched an early web based focus group platform surveychat . in the late 1990s rockbridge began conducting a series of pilot tests with corporate clients like american online and sallie mae to perfect a technology readiness index . 4 in 1999 rockbridge associates released the first annual national technology readiness survey ntrs which was awarded top honors by the cable & telecommunications association for marketing ctam . 5 in 2000 professor parasuraman published his landmark paper on the technology readiness index tri in the journal of services research based on collaboration with rockbridge . 6 in the same year rockbridge began licensing the tri for commercial use under the name techqualtm while granting free licenses to scholars around the world . 7 rockbridge also became a partner in the center for excellence in service at the university of maryland college park s robert h. smith school of business . 3 in 2001 parasuraman and colby published their book on consumer technology behavior techno ready marketing how and why your customers adopt technology . 8 in 2004 rockbridge partnered with dr. tom reynolds to implement a means end methodology based on laddering interviews on the internet . 9 by 2006 rockbridge associates was named as the official market research partner of the consumer electronics association cea . rockbridge operated cea s ebrain market research division until 2008 . 1 due to expertise in technology and communications industries financial services entertainment and travel and association sectors 10 rockbridge has been invited to speak at a variety of meetings and conferences . in 2008 rockbridge shared its insights into the technology industry speaking at the american marketing association s frontiers in services conference 11 and the marketing research association s annual conference . 12 in 2008 rockbridge introduced its green technology index which measures receptiveness to innovative green behaviors and products . 13 in 2009 rockbridge worked with network solutions and the university of maryland college park to release the small business success index which was featured on fox news . 14 15 that same year rockbridge unveiled safesampletm a methodology created to ensure online survey data quality . 16 in addition it completed development on a research alternative to online communities called opinion pond . 17 in 2012 gina woodall became the president of rockbridge . the founder charles colby assumed the role of chief methodologist . 18 awards edit 1999 research case study award grand winner by ctam the cable & telecommunications association for marketing . the award was presented for the development of the national technology readiness survey ntrs which focuses on how and why consumers adopt various technologies . 5 ntrs study edit the national technology readiness survey ntrs is an annual study produced by rockbridge associates inc. and the center for excellence in service at the university of maryland college park s robert h. smith school of business senior fellows charles colby and a. parasuraman tracks beliefs about technology and key behaviors related to e service . 19 references edit a b 2006 05 26 . rockbridge associates selected as market research partner for consumer electronics association retrieved on 2009 07 20 . about charles colby retrieved on 2009 07 20 . a b advisory board and senior fellows retrieved on 2009 07 20 . research on technology readiness retrieved on 2009 07 27 . a b 1999 07 30 . national technology survey awarded top honors by cable and telecommunications industry retrieved on 2009 07 20 . technology readiness index tri retrieved on 2009 07 27 . customer segmentation retrieved on 2009 07 27 . techno ready marketing how and why your customers adopt technology retrieved on 2009 07 27 . understanding the hearts and minds of buyers an interview with dr. thomas j. reynolds retrieved on 2009 07 27 . services offered retrieved on 2009 07 22 . it s not easy being green or is it retrieved on 2009 07 22 . technology and research will the old analog tv spectrum change the way future research is conducted retrieved on 2009 07 27 . 50 consumers are buying into green technology retrieved on 2009 07 27 . new index reveals america s small businesses are optimistic about their future retrieved on 2009 07 22 . 2009 01 04 . small businesses are optimistic regardless of the current gloomy economic situation roy dunbar ceo on fox news retrieved on 2009 07 22 . ensuring quality data from online panels safesample retrieved on 2009 07 22 . a practical alternative to online communities opinion pond retrieved on 2009 07 22 . http rockresearch.com gina woodall becomes ceo of rockbridge 2008 03 12 about the 2007 national technology readiness survey retrieved on 2009 07 22 . external links edit official website national technology readiness survey center for excellence in service at the university of maryland s robert h. smith school of business techno ready marketing retrieved from https en.wikipedia.org w index.php title rockbridge associates & oldid 743863462 categories marketing research companies of the united statescompanies based in virginiaresearch and analysis firmsresearch and analysis firms of the united stateshidden categories articles with a promotional tone from january 2010all articles with a promotional tone navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 11 october 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