ISO 20252:2012 is an international quality standard
first published in 2006 as a replacement for the existing British Standards BS
7911:2003. It was subsequently updated in 2012.
The
ISO 20252 Standard sets out requirements for a quality management system and
requires senior management to be responsible for quality of client service and
continual improvement.
The
standard covers the management and delivery of research from the executive
elements such as research proposals, designing questionnaires and discussion
guides, sampling and data processing, and archiving documents. The standard
makes provision for quantitative and qualitative research, including
self-completion and observational data collection, both online and offline.
Good data management and processing practice is also defined through coding,
analysis, document retention and security (in accordance with the Data
Protection Act), plus guidance on the recruitment and training of fieldworkers.
ISO
20252 will be of particular relevance to market and social research agencies
and their clients where consistent and reliable delivery of quality services is
essential. It also provides guidance for those conducting, commissioning or
buying market or social research and assurance that local requirements are
being met.
ISO
20252 pertains to the requirements of the quality management system for market
research, opinion research and social research, focusing on the transparency of
the methodology as the research is carried out, reliability in the results and
optimization of its internal processes. ISO 20252 gives clients of certified
companies confidence and credibility in the process related to the contracted
research and ensures it is performed through internationally recognized methods
and procedures, as well as traceability and reliability in all data gathered in
the process.
ISO
20252 now completely covers the advice and guidance in ISO 26362:2009 (which has
been retired as a result). This means that the guidance within ISO 20252 has
been expanded to cover the use of both online and offline access panels for
performing market research. The guidance covers all aspects of access panel
usage, from recruitment to identity validation, size of the panel to the
profile of those being interviewed. Originally designed to be used in
conjunction with ISO 20252, it is a natural progression for the two Standards
be rolled into one.
The ISO 20252 Standard helps businesses to effectively plan, carry out, supervise and report on market research projects. From initial contact with a client, through to the presentation of results, ISO 20252 helps businesses to provide a consistent and transparent service to their customers. It also reduces risk by helping to ensure accurate and research results based on sound industry-recognised research principles.
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