Dale Kulp

Dale Kulp, the founder and president of Marketing Systems Group (MSG), was a visionary whose innovative thinking has had a profound impact on the survey research world as he strove to raise the bar for quality and rigor. Dale founded MSG in 1987 with the purpose of developing the research industry’s first in-house, PC-based RDD sample design and generation system. Subsequently, the team of researchers he assembled completely changed the face of commercial sampling with a series of firsts, including the first computerized dialing system designed specifically for survey research data collection.


Dale attended Drexel University for both undergraduate and graduate work and his career path included time at Chilton Research Services, Data Group, Bruskin Associates, and International Communications Research. He was active in a number of industry and professional organizations and participated in many panels with collaborations on a wide range of survey research topics.


Over the years, Dale designed and implemented a number of proprietary sampling systems as well as three telephone omnibus surveys, all of which are still in operation. He was instrumental in implementing the celebrated technique of list-assisted RDD sampling methodology at a commercial level, which revolutionized the process for reaching probability-based samples of households. Through his many Technical Notes and various publications he remained vigilant about addressing the operational issues challenging the viability of this methodology, particularly those resulting from the unfolding changes in the US telephony.


For nearly four decades, Dale was involved with the design and administration of numerous survey and market research projects while passionately pursuing innovative methods for construction of high quality sampling frames for population-based studies. As one of the pioneers in the area of address-based sampling (ABS), he was responsible for important refinements of the commonly used ABS sampling frame constructed from the Computerized Delivery Sequence File (CDSF) of the USPS. These refinements included resolution strategies for simplified (undeliverable) addresses, as well as procedures for augmentation of the CDSF with ancillary data elements to enhance its sampling and analytical capabilities.