EFAMRO E-ZINE AUGUST 2006

August 2006

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EFAMRO studies new ESOMAR code

Until the present day, EFAMRO has always adhered to the ESOMAR Code. Now that ESOMAR is drawing up a review of this code, the question can be raised of whether or it will be acceptable for EFAMRO members. Earlier draft versions of the new ESOMAR Code would have led to violations of existing European legislation and there was a danger that a number of countries would therefore be unable to work with the revised version of the ESOMAR Code.

The breaking point was the 'absolute anonymity' of respondents, which forms the basis for the scientific status of market research, and is what separates market research from direct marketing activities. This concept of absolute anonymity becomes blurred when the identity of the respondent may, under certain conditions, be revealed to the user of research, as stated by earlier versions of the new ESOMAR code.

In the UK and USA, the industry might benefit from a less stringent definition, but the situation in mainland Europe is altogether different. EFAMRO came close to facing the challenge of having to create a separate "European" code on market and social research.

Fortunately, the latest draft version of the ESOMAR Code takes a more realistic view as it features the use of scientific methods and the non-revealing of identities to the user of information without prior and explicit consent.

The new definition is currently being studied by the boards of the various EFAMRO members, and, in the upcoming EFAMRO board meeting in September in London, time has been allowed in the schedule to arrive at a common definition on the various points of view. We will keep you posted on future developments.

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ISO for Access Panels on its way

Now that the ISO 20252 norm has gained worldwide acceptance, the ISO/TC 225 Technical Committee has decided to set up a second focus group (WG2), which will be concerned with formulating an ISO norm for Access Panels. EFAMRO has once again been asked to play a somewhat pioneering role; the naming of Erich Wiegand as Chairman of the WG2 therefore makes perfect sense.

A deliberate choice had been made to opt for a wide-ranging interpretation of the word ‘panel’, as it is desirable for the coverage area for this supplementary ISO norm not to be limited solely to the Online Access Panels, but also for it to be applicable to traditional panel types. A fair amount of attention has been paid to Access Panels in the ISO 20252 norm, but swift developments in this area render a refocused update inevitable. The first meeting of the focus group will take place on May 22nd and 23rd of this year.

If all goes according to plan, the initial draft version will be made available by August 2006, and will be discussed once more in the autumn. The finalized ISO norm will be finished by mid-2007.

More information can be obtained by e-mailing: adm.ev@t-online.de

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EFAMRO calls on EPPA to boost its Brussels presence

Now that working relations with ESOMAR have been slenderized somewhat under the AfR umbrella, EFAMRO has called upon EPPA for assistance with a forthcoming monitoring operation.

EPPA has in fact worked previously with ESOMAR: acquiring a good reputation as a lobbying expert within the European Community. EFAMRO is currently in discussion with the article 29 group on the subject of data privacy; EPPA will keep us posted on future developments in this field.

The second topic will be the predicted increase in the significance of internet and new media security. The emerging legislative initiatives will be monitored, and appropriate action undertaken if necessary.

The information received through EPPA will be shared extensively with EFAMRO members. The cooperation with EPPA is set to start in September 2006.

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News on implementing ISO 20252 in Spain

The following activities have been realized since the issuance of the norm in the period ending June 2006:

As of July 2006, our action plan includes:

The process of certification change from UNE to ISO will take a maximum of 18 months and will largely depend on the following: the time needed to turn ISO into an official norm in Spain, the time agencies will need to adapt their quality systems, and the extent to which they are able to comply with auditing procedures and annual timings.

Overall, the whole process may take up to two years from the date the norm is issued, as quoted in the minutes. However, all of us at ANEIMO believe it will be a speedy process that does not represent a threat for the future of Market Research ISO.

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Market research education in Germany

Researchers in Germany are recruited almost solely among university graduates.

This is because, until now, there has not been a market and social research vocational training course available for those in possession of German school-leaving certificates Mittlere Reife (intermediate secondary school) and Abitur (senior secondary school).

Therefore, market researchers without an academic degree are the exception to the rule. This is a disadvantage, particularly in view of the many standardized tasks involved in conducting research projects, but as of August 2006 that situation is going to change.

Market and social research involves, on the one hand, the high-quality collection and basic analysis of data, and in many cases a university degree is not a prerequisite for carrying out the steps involved. On the other hand, this data then has to be transformed into advice, preparing the ground for a decision-making process.

This functional division will become more pronounced as demands continue to increase, leading to two distinct professions in market and social research, each calling for its own form of training and its own entry point.

The occupation of the Market and Social Research Assistant encompasses all of the commercial, methodological, organizational, and technical responsibilities involved in market and social research, focusing on the operational and organizational skills taught during vocational training. This will lead to an independent profession, whose special expertise and understanding of problems and procedures is specifically geared to the practical demands of market and social research.

Market and Social Research Assistants will be primarily employed by private enterprise market and social research agencies, and by companies with their own market research departments.

In addition to these areas, they will also be enlisted from business consultancies, advertising and media agencies, as well as institutions carrying out academic and university-based social and economic research.

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	EFAMRO is an international federation of market research agency associations within the European Union. It was formed in 1992 to bring together national associations of major countries in Western Europe representing research agencies responsible for between 60% and 70% of the total turnover in market research. EFAMRO is incorporated in The Netherlands. Check our website for further details!


	The national associations of the following countries are members of EFAMRO: Belgium Czech Republic France Germany Italy Hungary Mexico The Netherlands Portugal Spain Sweden United Kingdom Turkey Please subscribe my e-mail address to the EFAMRO mailinglist. Please unsubscribe my e-mail address from the EFAMRO mailinglist. Editor: Jan Roekens Design: Niels Wagemaker			August 2006 - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - EFAMRO studies new ESOMAR code Until the present day, EFAMRO has always adhered to the ESOMAR Code. Now that ESOMAR is drawing up a review of this code, the question can be raised of whether or it will be acceptable for EFAMRO members. Earlier draft versions of the new ESOMAR Code would have led to violations of existing European legislation and there was a danger that a number of countries would therefore be unable to work with the revised version of the ESOMAR Code. The breaking point was the 'absolute anonymity' of respondents, which forms the basis for the scientific status of market research, and is what separates market research from direct marketing activities. This concept of absolute anonymity becomes blurred when the identity of the respondent may, under certain conditions, be revealed to the user of research, as stated by earlier versions of the new ESOMAR code. In the UK and USA, the industry might benefit from a less stringent definition, but the situation in mainland Europe is altogether different. EFAMRO came close to facing the challenge of having to create a separate "European" code on market and social research. Fortunately, the latest draft version of the ESOMAR Code takes a more realistic view as it features the use of scientific methods and the non-revealing of identities to the user of information without prior and explicit consent. The new definition is currently being studied by the boards of the various EFAMRO members, and, in the upcoming EFAMRO board meeting in September in London, time has been allowed in the schedule to arrive at a common definition on the various points of view. We will keep you posted on future developments. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - ISO for Access Panels on its way Now that the ISO 20252 norm has gained worldwide acceptance, the ISO/TC 225 Technical Committee has decided to set up a second focus group (WG2), which will be concerned with formulating an ISO norm for Access Panels. EFAMRO has once again been asked to play a somewhat pioneering role; the naming of Erich Wiegand as Chairman of the WG2 therefore makes perfect sense. A deliberate choice had been made to opt for a wide-ranging interpretation of the word ‘panel’, as it is desirable for the coverage area for this supplementary ISO norm not to be limited solely to the Online Access Panels, but also for it to be applicable to traditional panel types. A fair amount of attention has been paid to Access Panels in the ISO 20252 norm, but swift developments in this area render a refocused update inevitable. The first meeting of the focus group will take place on May 22nd and 23rd of this year. If all goes according to plan, the initial draft version will be made available by August 2006, and will be discussed once more in the autumn. The finalized ISO norm will be finished by mid-2007. More information can be obtained by e-mailing: adm.ev@t-online.de - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - EFAMRO calls on EPPA to boost its Brussels presence Now that working relations with ESOMAR have been slenderized somewhat under the AfR umbrella, EFAMRO has called upon EPPA for assistance with a forthcoming monitoring operation. EPPA has in fact worked previously with ESOMAR: acquiring a good reputation as a lobbying expert within the European Community. EFAMRO is currently in discussion with the article 29 group on the subject of data privacy; EPPA will keep us posted on future developments in this field. The second topic will be the predicted increase in the significance of internet and new media security. The emerging legislative initiatives will be monitored, and appropriate action undertaken if necessary. The information received through EPPA will be shared extensively with EFAMRO members. The cooperation with EPPA is set to start in September 2006. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - News on implementing ISO 20252 in Spain The following activities have been realized since the issuance of the norm in the period ending June 2006: ANEIMO and AENOR have agreed to turn ISO 20252 into a Spanish norm, replacing the currently used UNE161001 norm.</li> A transition calendar for the certification of agencies has been prepared in conjunction with AENOR. > AENOR has already started the necessary paperwork to modify the norm, which also involves a one-month period of informing the general public. The first phase of the Spanish translation of the norm has been completed: an essential requirement for turning ISO 20252 into a Spanish norm. As of July 2006, our action plan includes: A review of the translated document and approval thereof; Autumn 2006: ISO 20252 will be issued as a Spanish norm; As of Autumn 2006: ISO 20252 agency certification will be in place. The process of certification change from UNE to ISO will take a maximum of 18 months and will largely depend on the following: the time needed to turn ISO into an official norm in Spain, the time agencies will need to adapt their quality systems, and the extent to which they are able to comply with auditing procedures and annual timings. Overall, the whole process may take up to two years from the date the norm is issued, as quoted in the minutes. However, all of us at ANEIMO believe it will be a speedy process that does not represent a threat for the future of Market Research ISO. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Market research education in Germany Researchers in Germany are recruited almost solely among university graduates. This is because, until now, there has not been a market and social research vocational training course available for those in possession of German school-leaving certificates Mittlere Reife (intermediate secondary school) and Abitur (senior secondary school). Therefore, market researchers without an academic degree are the exception to the rule. This is a disadvantage, particularly in view of the many standardized tasks involved in conducting research projects, but as of August 2006 that situation is going to change. Market and social research involves, on the one hand, the high-quality collection and basic analysis of data, and in many cases a university degree is not a prerequisite for carrying out the steps involved. On the other hand, this data then has to be transformed into advice, preparing the ground for a decision-making process. This functional division will become more pronounced as demands continue to increase, leading to two distinct professions in market and social research, each calling for its own form of training and its own entry point. The occupation of the Market and Social Research Assistant encompasses all of the commercial, methodological, organizational, and technical responsibilities involved in market and social research, focusing on the operational and organizational skills taught during vocational training. This will lead to an independent profession, whose special expertise and understanding of problems and procedures is specifically geared to the practical demands of market and social research. Market and Social Research Assistants will be primarily employed by private enterprise market and social research agencies, and by companies with their own market research departments. In addition to these areas, they will also be enlisted from business consultancies, advertising and media agencies, as well as institutions carrying out academic and university-based social and economic research. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -