officers

Patricio B. Barretto, Jr.
President & General Manager

29 years in marketing research
Extensive hands-on experience in all types of market research methods
- 10 years in Consumer and Media Research
  - Field Manager, Procter & Gamble MRD, 1973-75
  - Operations Director, PSRC, 1975-83
- 7 years in Trade Studies
  - Consultant, Dealer Pulse, 1984-85
  - Research Director for Trade Studies, PSRC, 1985-91
- 12 years in various types of methodologies (design and implementation)
  - AMAR Inc., 1992 to date
Extensive experience in the management & maintenance of continuing studies (consumer panels, trade panels)
Graduate studies in Business Administration, Ateneo Graduate School
AB Sociology and Philosophy, Xavier University

3 years in socio-economic research with the Research Institute for Mindanao Culture (RIMCU)
21 years in marketing research, 12 years with PSRC in various capacities from Research Assistant to Research Director and 9 years with AMAR as Vice-President and Head of Customized Research Division.
With expertise in customized consumer research, both qualitative and quantitative; and socio-political studies or polling
AB Sociology, major in Demography, Xavier University
MA Sociology (candidate) major in Political Sociology, Xavier University

In very much the same way that a battle is ultimately won, or lost, on the merits of an army’s fighting men, a research company is only as good as its field force. No amount of good planning or extensive data processing can make up for poor fieldwork: Garbage In-Garbage Out (GIGO), etc. It is in this aspect that Alby’s more than 30 years experience in research fieldwork comes into good stead.
Alby has spent 12 years with AMAR, 17 years (1974-91) with PSRC (15 as Field Manager, and 2 as Field Supervisor), 2 years with Consumer Pulse (1972-74), and 1 year with Procter and Gamble (1971).
As such Alby has had extensive exposure in all types of research, specifically in the training and briefing of field interviewers, observing and backcheking of interviews, and editing of completed interviews. Her experience has accorded her comprehensive knowledge of methodologies, sampling designs, control and validation systems.

Organizational Development (OD)
- Including strategic planning, change management and OD interventions for team building, value clarification and internalization, leadership training, visioning, organization-scale personal development program
Management Consultancy
- In the areas of human resource and personnel management, training program formulation, supervisory training and executive development workshops.
Counseling and Psychotherapy
- Including stress management, individual or group therapy, conflict resolutions, career counseling, dreamwork, personal development marathon workshops

B.S. Psychology graduate from the University of the Philippines (UP-Diliman)
One of the few specialists in qualitative marketing research in the country.
Worked initially as a researcher for the children TV program - Batibot. She then joined PSRC and worked there for five (5) years until 1987. After she resigned from PSRC, she has been practicing her profession (qualitative research for marketing) as a free-lancer.