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New Field of Technical Activity on Market Research to be Considered by ISO

New York, Aug 19, 2002

The Spanish member body, Asociación Española de Normalización y Certificación (AENOR), recently submitted a proposal to the International Organization for Standardization (ISO) recommending the formation of a new field of ISO technical activity on the subject of Market Research.

Commonly recognized as the gathering and evaluation of data regarding consumers' preferences for products and services, market research is widely recognized as a growing global business. The development of an international quality standard for the market research industry, suggests the AENOR proposal, will greatly improve the comparability of survey research results between different countries. It will also facilitate the evaluation of the trend data when comparing the results of research studies conducted at different points in time.

The scope of activity defined by the AENOR proposal is defined as standardization of the minimum requirement for organizations conducting market and opinion research and would be applicable to all organizations and professional acting in the sector.

The proposal was accompanied by an ISO Guide 72 justification study since it, in part, advocated the sector-specific application of Quality Standards (ISO 9001) in the area of market research.

As the U.S. member body to ISO, ANSI is inviting member comments on the market research proposal received from AENOR. Comments should be submitted to Steven P. Cornish of ANSI staff (e-mail or fax: 212-398-0023) by September 1, 2002. The ANSI International Committee will review all comments received and decide on the ANSI position on this ISO proposal. If no objections are forthcoming, ANSI will indicate its approval of the formation of this new field.

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