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ISO对旨在解决市场调研问题的ISO 20252国际标准进行了修订

发布时间: 2019-03-13 14:20:12   审校:睿智  

从帮助公司开发和推销产品和服务,到分析我们作为消费者的行为,市场调研为现代生活的诸多方面做出了很大贡献。但市场分析是否总是有利?分析结果在全球范围又是否都具有一致性?ISO最新修订的ISO 20252将确保市场调研达到预期效果。

市场调研有助于降低风险。优质的调研能够提供信息、增进理解,使用户能够更有效地抉择方案并做出更好地决策。市场调研分析还可以为许多专业人士节省时间、提升对目标市场的认知,促进商业战略的完善,因此市场研究分析是许多专业人士的首选。因此,当公司报告的市场调研结果不是基于合理的研究原则时,可能无助于降低风险,事实上,无形中可能更增大了风险。

ISO 20252:2019,市场、意见和社会调研,包括见解和数据分析--语汇和服务要求这项国际标准,为市场调研的策划、实施、监督和对委托客户报告等各阶段的工作方式提供了指南,并提出了要求。该项标准鼓励调研方式的一致性和透明度,并保证调研结果的可信度,确保供应商对调研充分信赖。

这项全球调研质量标准为以下项目提供了框架:

确保及时提供优质服务

改进运行管理和调研流程的控制;

减少错误率和返工率;

提高用户口声誉并提高竞争优势。

负责修订这项标准的ISO技术委员会主席唐·安布罗斯(Don Ambrose)解释说:“对市场调研行业而言,ISO 20252是必备的标准。世界各地的用户—公司、政府、研究机构、消费者协会、高校、销售和广告代理商等等,都将从中受益。该项标准保证了调研的全球兼容性,可追溯性和不断升级的能力。另外,使用该标准可以让客户获得全球性兼容、全球性可比较且全球性同质的结果反馈,并为服务供应商做出更明智的选择。

ISO 20252:2019涵盖调研活动的所有阶段:从最初的服务供应商和客户的初步接触,到为客户展示结果。这是该项标准的第三版,以反映新的或修订的调研实践,并增加了新的内容,包括ISO 26362:2009的完整版,包括有关访问典型调查的管理和使用等内容。

ISO 20252:2019是由ISO/TC 225市场、意见和社会调研技术委员会制定。该技术委员会的秘书处工作是由ISO的西班牙成员--西班牙标准协会(UNE)承担。想获悉更多的国内外标准信息,请访问中国标准信息服务网()。

ISO 20252 tackles market research with confidence

From helping companies to develop and promote products and services, to analysing our behaviour as consumers, market research contributes to many aspects of modern life. But does it always? And is it global and consistent? The newly updated ISO 20252 will ensure it delivers on promise.

Market research helps reduce risk. Good quality research provides information and understanding, which allow users to more effectively value alternatives and make better decisions. Market research analyses are the go-to solution for many professionals embarking on a new business venture as they save time, provide new insights on the business market you are working on, and help to refine and polish up your strategy. So, when firms report market research results that aren’t based on sound research principles, they are not reducing risk; in fact, they may be inadvertently increasing it.

International Standard ISO 20252:2019, Market, opinion and social research, including insights and data analytics – Vocabulary and service requirements, sets out guidance and requirements relating to the way in which market research studies are planned, carried out, supervised, and reported to clients commissioning such projects. It will encourage consistency and transparency in the way surveys are carried out, and confidence in their results and in their providers.

The global research quality standard provides a framework to:

·  Ensure timely delivery of quality services

·  Improve operational management and control of research processes

·  Reduce errors and rework

·  Enhance user reputation and provide a competitive advantage 

Don Ambrose, Chair of the ISO technical committee that updated the standard, explains: “ISO 20252 is a must-have for the market research industry. Users the world over – companies, governments, research institutes, consumer associations, universities, and marketing and advertising agencies – will benefit by having global compatibility, traceability and continual improvement. In addition, it will enable clients to obtain globally compatible, comparable and homogeneous feedback and make better-informed choices of service providers.”

ISO 20252:2019 covers all the stages of a research study: from the initial contact between the client and service provider, to presentations of results to the client. This third edition has been updated to reflect new or modified research practices and new content has been added, including the complete ISO 26362:2009, covering the management and use of access panels.

ISO 20252:2019 was developed by technical committee ISO/TC 225, Market, opinion and social research, whose secretariat is held by UNE, ISO’s member for Spain. 


来源: ISO 官网

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