The ISO 20252 standard is prepared under the leadership of the UK, with the participation of countries around 30 with different structures and cultures. In this study, the existing national standards were brought together and a common standard was created. The ISO 20252 standard is an international standard that establishes a common level of quality worldwide in global market research.
Previously, different standards prepared by each country were used and in this case, due to the social and cultural differences between the countries, the definitions and terms used were handled differently and there were inconsistencies. When designing the ISO 20252 standard, these national standards were handled separately and the market, public opinion, social and other researches were made more transparent, more accurate and more valid.
Factors that led to the emergence of the ISO 2006 Market, Public Opinion and Social Research Management System standard published by the International Standards Organization in 20252 are:
- Eliminate cultural and cultural differences between countries and related social and behavioral differences and discrepancies due to different terms and definitions
- The need for a common standard to ensure that market, public and social research is consistent, transparent and internationally valid
In this way, the ISO 20252 standard, which has a common level of quality for global market research, has emerged worldwide.
Public opinion and social research are regularly conducted in many countries today. These surveys measure and publish public opinion on various social and political issues. It is a topic that people, journalists and politicians often bring to discussion.
Prior to the ISO 20252 standard, the Guidelines for Publication of ESOMAR Public Opinion Research, published by the World Association of Marketing and Opinion Researchers (ESOMAR) in 1983, were used. In addition, ESOMAR issued a statement on the role of public opinion research in democratic systems. In addition to this, the Association of Market Research Quality Standards (MRQSA) had studies in this direction. With the publication of the ISO 20252 standard, these international organizations have also supported this new standard prepared by the International Standards Organization.
In fact, public opinion research and freedom are a whole together. Confidence is in the forefront in the relationship between the companies that conduct these studies and the people whose opinions are asked in the field. Although the results will disturb a segment of society, all views are reliable if they can be expressed freely. The ISO 20252 standard has principles that create this sense of trust.
