engleski

Implementation of ISO 9001: 2000 system to market research agencies

In this paper the state of the art of development of quality standards as well as the evaluation of quality in the field of market research is presented. The major contributions of ESOMAR and regional associations, as well as adequate ISO standards for market research are listed. Problem of quality control of market research results indicates the lack of general solution of this problem. The paper provides one solution of the problem of effective evaluation of the process of market research quality as well as the collaboration of all the participants in this process. The software ISOS, originally developed by Croatian market research agency PULS for the purpose of total quality improving, which is supporting requirements of ISO 9001:2000 standards is presented.

market research; standards; quality measurement; ISO

Rad daje najveći doprinos razvoju softvera za management kvalitetom u agenciji za istraživanje tržišta.