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ISO 20252
International standard for market, opinion and social research
Programme• Introduction
– Bill Blyth • BSI and ISO
– Alex Price, BSI• How ISO 20252 was developed
– Bill Blyth• What is new in ISO 20252
– Rowland Lloyd
• Differences in fieldwork standards– Penny Steele
• Other standards– Debrah Harding
• Assessment of ISO 20252– Peter Jackson
• Questions and discussion
28 March 2006
Alex Price,Programme ManagerStandards Operations
STANDARDS OPERATIONS
• As the world’s 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 OPERATIONS
Balancing producer and user interests, standards:
• Are market led
• Reflect all interests, including SME’s, 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
STANDARDS IN ACTION
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.
BENEFITS OF STANDARDS
Also:• Development of
Standards Informal– A PAS is a
standards document that yousponsor. 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.
WHAT IS BSI ROLE?
National (BSI) European (EN) International (ISO)
Acceptance NWIPNWIP
Acceptance CDStage 32
Public Comment DISEnquiry
Approval FDISApproval
British Standard International (ISO)European (EN) EN ISO
• Secretariats of European and internationalcommittees– 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 standardsarea:
• IT Service Management, Information Security, Quality Managements, Health and Safety Training, Integrated Management Systems.
WHAT IS BSI ROLE?
• 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 7911:2003 Specification for organizations conducting market research
• 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 research—Vocabulary and service requirements
• ISO 20252 shall be adopted as a British Standard and by May 2007shall 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.
BS ISO 20252:2006 Market, opinion and social research -Vocabulary and service requirements
It has been identified that services are crucial to the EuropeanInternal 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.
M/370 . Approval of Mandate and creation of a new BT/TF Business Support Services.
How ISO 20252 was developed
Bill Blyth,MRQSA Chairman
ISO 20252: A Brief History• 1974 Netherlands: “Your Opinion Counts”• 1976 UK: Interviewer Control Scheme (ICS)• 1995 UK: Market Research Quality Standard (MRQS)• 1997 UK: BSI 7911• 1998-2000 Spain, Japan, Germany and others: local
standards• 1999 European Trade Association Standard (EFAMRO)• 2002-2005 ISO specification and drafting• 2006 ISO 20252 ratification
20252- key components
• Global participation• Agreed UK negotiating position• UK data collection leader• Drafting process and feedback• Final outcome
What’s new in ISO 20252
Rowland Lloyd
ISO 20252
Market, opinion and social research-vocabulary 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 differencesISO 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 systemExtra requirements ISO 20252
• Internal quality audits at pre-determined intervals
• Measuring customer/client satisfaction with your service
Managing the executive elementsExtra 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 pre-tested
Data processing and analysisExtra 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 clientsExtra 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!
Penny Steele, IQCS Chairman
Data Collection: Differences in the Fieldwork Standards
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. non-research 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
