The Australian Market & Social Research Standard (ISO 20252) 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.