ISO 20252

International standard for market, opinion and social research

Programme
Introduction
Bill Blyth
Differences in fieldwork standards
Penny Steele

BSI and ISO

Alex Price, BSI

Other standards
Debrah Harding

Assessment of ISO 20252

Peter Jackson

How ISO 20252 was developed

Bill Blyth

Questions and discussion

What is new in ISO 20252

Rowland Lloyd

STANDARDS OPERATIONS

28 March 2006 Alex Price, Programme Manager Standards Operations

STANDARDS OPERATIONS

As the worlds oldest National Standards Body, BSI has over 100 years experience of bringing together professionals and their viewpoints and facilitating consensus. Any standard is a collective work. Committees of manufacturers, users, research organizations, government departments and consumers work together to draw up standards that evolve to meet the demands of society and technology. British Standards staff act as secretaries to these committees and project manage the production of standards.

STANDARDS IN ACTION
Balancing producer and user interests, standards: Are market led Reflect all interests, including SMEs, consumers and government Promote fair competition and counteract unhealthy concentrations of economic power Reduce development, production and transaction costs, for established businesses and new entrants to market Increase the diversity and quality of suppliers for both producers and consumers Are produced and promulgated in the public interest Include Health & safety, environmental and quality aspects are given special consideration in drafting of standards Provide a basis for rationalization in industry

BENEFITS OF STANDARDS
Standards generally provide assistance to companies: Sharing best practice, so designers can focus on real product enhancement Setting benchmarks for performance, quality & safety Establishing parameters for interchangeability Making transparent technical requirements that innovative products must meet to gain global market acceptance Reducing risk/costs Most standards are voluntarily and agreed as a result of processes of public consultation BS delivers to create a strong and robust position as the standards provider to priority market sectors Helping to make life simpler and to increase the reliability and the effectiveness of many goods and services we use. For example, the physical characteristics and format of credit cards is set
out in standard number BS EN ISO/IEC 7810:1996. Adhering to this standard means that the cards can be used worldwide.

WHAT IS BSI ROLE?

National (BSI) European (EN) International (ISO)
Also: Development of Standards Informal A PAS is a standards document that you sponsor. It can cover products or processes. Using the full resources and expertise of BSI, PAS can be delivered within around eight months. Development of Private Standards A PSS is compiled with clients confidence and not made publicly availably, it offers a very flexible format and style.

Acceptance

NWIP

NWIP

Acceptance

Stage 32

CD

Public Comment

Enquiry

DIS

Approval

Approval

FDIS

British Standard

European (EN) EN ISO International (ISO)

WHAT IS BSI ROLE?

Secretariats of European and international committees

BSI may run the secretariat of International or European committees. If in some cases the project assists the understanding of technology (including technology and knowledge transfer), business practices, the application of standards, or Standardization pertinent to UK. Also the work program may help promote business in overseas markets.

Education
BSI provides Standards training within number of areas such as:
An Introduction to the Standardization Process, Drafting Standards, Legal Aspects of Standards, IEC and CENELEC Today, Influencing and Persuading in the Standardization Environment, Understanding European (CEN) Procedures, Understanding International (ISO) Procedures, Working Across Cultures, Environmental Aspects, Chairing Meetings

BI offers Business seminar and conferences on specific standards area:

IT Service Management, Information Security, Quality Managements, Health and Safety Training, Integrated Management Systems.

BS 7911:2003 Specification for organizations conducting market research

BS 7911 has long provided the UK Industry Best Practice and the ability to audit. In January 1996 the Market Research Quality Standards Association (MRQSA) published the Service Standard for Market Research1). This document had been developed by a consortium of professional bodies representing UK market research buyers and suppliers. BS 7911 has long been used for Market research activities and was revised in 2003. At the same time ISO recognised the importance of developing International Standards within the area and launched ISO/TC 225 which first met in July 2003 .

BS ISO 20252:2006 Market, opinion and social research Vocabulary and service requirements
After a little over two years of development work 22 participating member countries developed an International voluntary standards and other documents specifying auditable requirements for the

industry. ISO 20252:2006 Market, opinion and social researchVocabulary and service requirements ISO 20252 shall be adopted as a British Standard and by May 2007 shall withdraw completely BS 7911 The requirements of ISO 20252:2006 are similar to many of those in BS 7911:2003 The benefits of International Standards are that they could overcome barrier to trade and promote from movement of goods and service.

M/370 . Approval of Mandate and creation of a new BT/TF Business Support Services.

It has been identified that services are crucial to the European Internal Market. They are everywhere, accounting for between 60 and 70% of economic activity in the European Union The new Standardization Mandate M/370 asks CEN to develop a European normative document which should include the following principles: the customer approach the obligation for the provision of service to be clear and transparent the matching of supply with customer needs a fair price for the service reciprocal commitment of the parties . service providers/business constant improvement of the service for the business.

Any questions?
Thank you
Alex Price E-mail: alex.price@bsi-global.com Website: http://www.bsi-global.com/

How ISO 20252 was developed

Bill Blyth, MRQSA Chairman

ISO 20252: A Brief History

Netherlands: Your Opinion Counts UK: Interviewer Control Scheme (ICS) UK: Market Research Quality Standard (MRQS) UK: BSI 7911 Spain, Japan, Germany and others: local standards 1999 European Trade Association Standard (EFAMRO) 2002-2005 ISO specification and drafting 2006 ISO 20252 ratification 1974 1976 1995 1997 1998-2000

20252- key components

Global participation Agreed UK negotiating position UK data collection leader Drafting process and feedback Final outcome

Whats new in ISO 20252

Rowland Lloyd

ISO 20252
Market, opinion and social researchvocabulary and requirements

Differences ISO 20252 to BS 7911

Wording Differences requiring changes to quality system procedures but probably not working practice Differences requiring changes in working practice and quality system procedures

Requirements and good practice

Requirements have to be met if relevant to process carried out - denoted by shall Also includes some recommended good practice - denoted by should. Reasons for not following defined good practice should be given in procedures or project records

Major significant differences ISO 20252 v BS 7911

Differences in fieldwork management requirements to be covered in next presentation Detailed description of differences between the two standards are set out in an available paper

Quality management system Extra requirements ISO 20252

Internal quality audits at pre-determined intervals Measuring customer/client satisfaction with your service

Managing the executive elements Extra requirements of ISO 20252

Extra points to cover in proposals if relevant Translations of questionnaires and related material to be carried out by individuals with mother tongue competence in the language and familiarity with type of document. Translation to be checked by equally qualified second person

Data collection
(except fieldwork management)

Extra requirements of ISO 20252

Long clause covering self-completion data collection (not just by internet). Extra requirements cover transparency and disclosure to clients, including explicit identification of potential problems in sampling and responses All self completion questionnaires to be pretested

Data processing and analysis Extra requirements of ISO 20252

Procedures required to test data capture processes such as scanning, from on-line surveys, CAI etc If automatic coding, estimation of error rates required Additional information to be included in stand-alone tables etc delivered to client

Reporting disclosure to clients Extra requirements of ISO 20252

Methodological details to be passed to client whether they want it or not To include reasons why achieved sample fell short of intended and comment on reliability of findings! For qualitative research, limitations of projecting results to overall population to be stated!

Data Collection: Differences in the Fieldwork Standards

Penny Steele, IQCS Chairman

Overview
The UK delegation lead the data collection sub committee Our main aim was to ensure that the fieldwork standards had minimum prescriptive requirements : particularly in terms of interviewer training and validation levels This was no mean feat!

The fieldwork requirements of the new ISO 20252 includes all the key elements of the BS7911: 2003 However they are less detailed and prescriptive Due to this being an international standard we had to recognise and acknowledge how fieldwork is carried out in all the different countries Hence the standard had to be more general than currently in the UK

Key Differences - New

Any company currently meeting the current data collection standards will meet all the requirements of the new standard with just 2 exceptions The date,duration and the identity of the interviewer must be recorded (e.g. on the questionnaire) For qualitative recruitment ALL respondents must be validated and their identity confirmed.This can be carried out by the moderator and can be done pre, post or during the research.This must be documented.

Key Differences Old removed

The significant areas that no longer apply are: No specific requirements for supervisor recruitment or training Supervisors are now regarded as other staff and the more general requirements for training and ensuring competence apply The use of written invitations for qualitative respondents or prior checking of new qualitative venues have gone

Key Differences Reduced

Basic training for face to face interviewers is now 6 hours not 12 but now the standards specify 6 hours for qualitative recruiters Organisational training must be added on to this 6 hours for all interviewers and recruiters Appraisals for field based interviewers who carry out 5+ projects/ waves per calendar year must be appraised at least once a year not twice and it is no longer mandatory that it is face to face

Obviously any company can exceed these standards as many currently do and you may choose to keep some or all of the old mandatory requirements in your procedures and systems

Other Standards
Debrah Harding, MRS

Other Standards
Self-regulated Codes Compliance Legislation

Self-regulated Codes
BS 7911 requires adherence to MRS Code of Conduct ISO 20252 does not require adherence to any particular Code of Conduct ISO 20252 does not cover all topics included in self-regulated Codes e.g. nonresearch activities (so called Category 6)

Code Requirements Added to ISO 20252

Confidentiality of research recordings Limitations on use of research recordings Publication of research results Retention of primary records

Legislation & ISO 20252

Application of key legislation
varies between countries

Data Protection central piece of legislation

Appendix summarising the requirements of UK data protection legislation applicable to market research

Legislation takes precedence over quality standards and self-regulatory Codes

Compliance with ISO 20252

ISO 20252 requires an effective quality system to be implemented Quality systems assist with compliance with professional Codes such as MRS Code of Conduct

Assessment of ISO 20252

Peter Jackson

MRQSA: Two roles

Develop standards Have an effective assessment and certification scheme

Current assessment scheme

Recognised assessments are carried out to: Specification for assessment and certification to BS 7911 Assessments carried out by three approved assessment bodies working to specification which includes accreditation by UKAS Scheme offers choice of assessment body and ensures comparable high standards of assessment

ISO 20252 will require changes to assessment scheme

For a year up to May 2007 both BS 7911 and ISO 20252 will be current standards Assessment scheme needs to allow continuation of assessment to BS 7911 up to May 2007 And offer alternative of assessment to ISO 20252 from the time it is published

The proposed changes to assessment scheme

New assessment and certification specification Allow companies already certificated to BS 7911 to continue as at present up to May 2007 Allow companies to seek assessment to ISO 20252 from date of publication Ensure the switch to ISO 20252 will be as painless as possible by fitting it into current cycle of surveillance and reassessment Require assessment to be switched to ISO 20252 after May 2007

Implications of proposed scheme for companies assessed to BS 7911

Up until May 2007 either make no change or switch assessment to ISO 20252 at next next surveillance (or earlier?) After May 2007 switch assessment if you have not already done so.

Making the change to ISO 20252

Review existing quality system procedures against ISO 20252 and Changes to quality systems to meet ISO 20252 Identify changes needed in working practice and quality system documentation to meet new standard Amend quality system documentation

Making the change to ISO 20252 (continued)

Implement required changes in working practice Internal audits to ensure implementation effective Make arrangements with assessment body to assess changeover at next scheduled visit

Conclusion and Questions

Bill Blyth, MRQSA Chairman