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NEW ISO FOR MARKET RESEARCH
Source: www.esomar.org
Topic: Marketing Research
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Content Inside: Published by ESOMAR NEW ISO FOR MARKET RESEARCH GLOBAL STANDARDS FOR A GLOBAL INDUSTRY NOvemBeR 2006 Representatives from 30 countries have worked together to develop an International Standard (ISO) for market research. Voting takes place in February next year and if all goes to plan the new standard will be launched in May. At a meeting in Berlin in July this year agreement was reached on the final draft of an international standard which will hopefully be approved by a majority vote of ISO member standards organisations in the next few months. The final draft will now be checked by ISO and translated into French before being sent out to all national standards bodies in November and a final vote by the participating nations by February. Assuming two thirds vote in favour the standard will be adopted and launched on May 1 2006 the quickest standard development in ISO history. Common standards are essential to the continuing success of any industry. This international standard will enable research clients and providers to work with one consistent international standard rather than a mass of slightly different national ones. Given the global nature of the market research business this will be a huge step forward. This all started in 2001 when EFAMRO the association representing European trade associations in Europe made the proposal to ISO to create a worldwide standard specifically for market research. The first plenary meeting convened by the Technical Committee was held in Madrid in July 2003 and EFAMRO covered the funding of the project. LIFECYCLE An ISO standard consists of a document which describes how to do something in a consistent way which can be checked by an auditor. In the case of market research the ISO standard follows the standard project lifecycle. It goes from design and proposal to data collection coding editing reporting and presentation but in a way which can be generalised to also apply to projects that do not follow this standard ...
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