As the founder and president of Marketing Systems Group (MSG), Dale Kulp’s visionary perspective and innovative thinking have 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 entirely changed the face of commercial sampling with a series of firsts:

  • The first computerized dialing system designed specifically for survey research data collection.
  • Many proprietary sampling systems and three telephone omnibus surveys, all of which are still in operation.
  • Implementing the list-assisted RDD sampling methodology at a commercial level, which revolutionized the process for reaching probability-based samples of households.

At MSG, Dale was involved in the design and administration of numerous survey and market research projects. He passionately pursued innovative methods for improving the construction of high-quality sampling frames for population-based studies. Among his many accomplishments, Dale was responsible for initiating the development of the Address Based Sampling frame (ABS), which is now one of the more commonly used sampling frames in the market research industry.

Dale attended Drexel University for both undergraduate and graduate degrees and his career path included time at Chilton Research Services, Data Group, Bruskin Associates, and International Communications Research. He was active in many industry and professional organizations and collaborated on a wide range of survey research topics. Through his many Technical Notes and publications over nearly four decades, he remained vigilant about addressing the operational issues challenging the market research industry.

In 1987, when and Gerard Holzbaur formed Marketing Systems Group, they wanted to build the kinds of innovative products, services and information solutions that they wanted to use themselves. Having a deep understanding for survey research led to the development of innovative products and services specifically for the survey research industry.

That remains the MSG vision and we continue to invest in people and technology. We continue to expand existing and develop new products, services, and solutions in anticipation for future needs of the survey research community. Our GENESYS product line offers industry-leading samples that provide the greatest representation and accuracy for improved data quality. ARCS® offers best-in-class panel management software to help you efficiently and profitably recruit, engage, retain, and survey your respondents. Our PRO-T-S® predictive dialing system improves data collection operations and interviewer productivity without sacrificing data quality.

Marketing Systems Group is headquartered in Horsham, PA, a suburb of Philadelphia.

We Believe


Our Mission is to provide innovative products and services to increase the efficiency and effectiveness of survey research, while consistently delivering quality, value, and excellence to the research industry.

Our Values

  • To create long and valued client partnerships.
  • To go the extra mile and exceed expectations, providing the highest possible service levels.
  • To listen to the needs of our clients and work to find creative solutions.
  • To deliver the highest possible client value through cost-effective solutions.
  • To be open, honest and respectful with our clients and co-workers.
  • To continuously seek to improve what we do and how we do it.

To learn more about our services and research solutions, call our friendly team of experts today.