1、Digital analytics and web analyses for purposes of market, opinion and social research Vocabulary and service requirementsBS ISO 19731:2017BSI Standards PublicationWB11885_BSI_StandardCovs_2013_AW.indd 1 15/05/2013 15:06 ISO 2017Digital analytics and web analyses for purposes of market, opinion and
2、social research Vocabulary and service requirementsAnalytique numrique et analyses web pour les besoins dtudes de march, tudes sociales et dopinion Vocabulaire et exigences de serviceINTERNATIONAL STANDARDISO19731First edition2017-06Reference numberISO 19731:2017(E)National forewordThis British Stan
3、dard is the UK implementation of ISO 19731:2017.The UK participation in its preparation was entrusted to Technical Committee SVS/3, Market research.A list of organizations represented on this committee can be obtained on request to its secretary.This publication does not purport to include all the n
4、ecessary provisions of a contract. Users are responsible for its correct application. The British Standards Institution 2017 Published by BSI Standards Limited 2017ISBN 978 0 580 93596 1ICS 01.040.03; 03.100.20; 03.020Compliance with a British Standard cannot confer immunity from legal obligations.
5、This British Standard was published under the authority of the Standards Policy and Strategy Committee on 30 June 2017.Amendments/corrigenda issued since publicationDate Text affectedBRITISH STANDARDBS ISO 19731:2017 ISO 2017Digital analytics and web analyses for purposes of market, opinion and soci
6、al research Vocabulary and service requirementsAnalytique numrique et analyses web pour les besoins dtudes de march, tudes sociales et dopinion Vocabulaire et exigences de serviceINTERNATIONAL STANDARDISO19731First edition2017-06Reference numberISO 19731:2017(E)BS ISO 19731:2017ISO 19731:2017(E)ii I
7、SO 2017 All rights reservedCOPYRIGHT PROTECTED DOCUMENT ISO 2017, Published in SwitzerlandAll rights reserved. Unless otherwise specified, no part of this publication may be reproduced or utilized otherwise in any form or by any means, electronic or mechanical, including photocopying, or posting on
8、the internet or an intranet, without prior written permission. Permission can be requested from either ISO at the address below or ISOs member body in the country of the requester.ISO copyright officeCh. de Blandonnet 8 CP 401CH-1214 Vernier, Geneva, SwitzerlandTel. +41 22 749 01 11Fax +41 22 749 09
9、 47copyrightiso.orgwww.iso.orgBS ISO 19731:2017ISO 19731:2017(E)Foreword ivIntroduction v1 Scope . 12 Normative references 13 Terms and definitions . 14 Research project management requirements . 64.1 Organization and responsibilities 64.1.1 Management of the research process 64.1.2 Project manageme
10、nt responsibilities 64.1.3 Appointment of a research quality manager . 74.2 Confidentiality of information . 74.3 Documentation requirements 74.3.1 General 74.3.2 Control of documents (other than project-related documents) . 74.3.3 Control of research project documents 74.3.4 Control of records . 74
11、.4 Competence and training . 74.5 Subcontracting/outsourcing . 84.6 Reviewing the effectiveness of the research process requirements . 84.6.1 Project management review 84.6.2 Problems and complaints management 94.6.3 Internal audits 95 Proposals and tenders 95.1 Proposals and tenders from service pr
12、ovider to clients . 95.2 Other aspects to be established by service providers 105.2.1 General. 105.2.2 Data cleaning and editing 105.2.3 Sentiment and/or text analysis 115.2.4 Website usage and measurement analytics .116 Execution of the project .126.1 General 126.2 Digital analytics and web analysi
13、s data collection 126.2.1 Data collection methodology 126.2.2 Validation of data collection process .126.2.3 Participant safeguards .136.2.4 Weighting 136.3 Protection of individuals . 136.4 Device monitoring . 136.5 Reporting 146.6 Data retention . 156.7 Data security 156.8 Ownership and publicatio
14、n of results 15Bibliography .17 ISO 2017 All rights reserved iiiContents PageBS ISO 19731:2017ISO 19731:2017(E)ForewordISO (the International Organization for Standardization) is a worldwide federation of national standards bodies (ISO member bodies). The work of preparing International Standards is
15、 normally carried out through ISO technical committees. Each member body interested in a subject for which a technical committee has been established has the right to be represented on that committee. International organizations, governmental and non-governmental, in liaison with ISO, also take part
16、 in the work. ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of electrotechnical standardization.The procedures used to develop this document and those intended for its further maintenance are described in the ISO/IEC Directives, Part 1. In particula
17、r the different approval criteria needed for the different types of ISO documents should be noted. This document was drafted in accordance with the editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/ directives).Attention is drawn to the possibility that some of the elements of thi
18、s document may be the subject of patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of any patent rights identified during the development of the document will be in the Introduction and/or on the ISO list of patent declarations received (see www
19、.iso .org/ patents).Any trade name used in this document is information given for the convenience of users and does not constitute an endorsement.For an explanation on the voluntary nature of standards, the meaning of ISO specific terms and expressions related to conformity assessment, as well as in
20、formation about ISOs adherence to the World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT) see the following URL: www .iso .org/ iso/ foreword .htmlThis document was prepared by ISO/TC 225, Market opinion and social research.iv ISO 2017 All rights reservedBS ISO 19731:2
21、017ISO 19731:2017(E)IntroductionAnalyses of digital behaviour and online digital statements by persons and companies have rapidly increased in importance. Examples are the measurement of the behaviour of website visitors, the measurement of behaviour by means of cookies, and the registration and mea
22、surement of statements and sentiments of users of social media.This document provides insight into the working methods of service providers in the fields of digital analytics and web analyses research and, in this way, provides clients with transparency regarding the services they offer. This docume
23、nt is intended to supplement and be used in conjunction with ISO 20252.Digital analytics and web analyses for the purpose of market, opinion and social research can be separated from the equivalent analyses carried out for non-research purposes. In both cases, the protection of privacy of the person
24、s analysed is regulated by legal provisions that apply to the particular project and, furthermore, by the relevant professional codes of conduct and other ethical guidelines. ISO 2017 All rights reserved vBS ISO 19731:2017BS ISO 19731:2017Digital analytics and web analyses for purposes of market, op
25、inion and social research Vocabulary and service requirements1 ScopeThis document specifies the terms and definitions, as well as the service requirements, for organizations and professionals that conduct digital analytics and web analyses for collecting, analysing and reporting of digital data for
26、purposes of market, opinion and social research by various methods and techniques. It provides the criteria against which the quality of such services can be assessed and evaluated.This document applies to digital analytics and web analyses conducted by service providers on their own initiative, com
27、missioned by clients or conducted by clients themselves.This document applies to digital and web analysis research activities such as: understanding the usage of websites via the use of cookies, page impressions and other means, navigation across sites, time spent by visitors and their actions; onli
28、ne metered panels, e.g. on-going measurement of web visitation via meters installed on panellists desktop, mobile or tablet devices; tag-based solutions to measure online usage at universe level, which can be integrated with metered panel data to provide a hybrid measurement; social media analytics
29、which collect, aggregate and analyse online comments, and user-generated content such as blogs, forums and comments on news sites or other sites.NOTE Universe can also be known as population.This document can be construed to cover all forms of digital data collection including from desktop computers
30、, tablets, mobile devices and over the top (OTT) devices as well as internet of things (IoT) devices where applicable.2 Normative referencesThe following documents are referred to in the text in such a way that some or all of their content constitutes requirements of this document. For dated referen
31、ces, only the edition cited applies. For undated references, the latest edition of the referenced document (including any amendments) applies.ISO 20252, Market, opinion and social research Vocabulary and service requirement3 Terms and definitionsFor the purposes of this document, the terms and defin
32、itions given in ISO 20252 and the following apply.ISO and IEC maintain terminological databases for use in standardization at the following addresses: ISO Online browsing platform: available at h t t p :/ www .iso .org/ obp IEC Electropedia: available at h t t p :/ www .electropedia .org/ 3.1ad impr
33、essiondisplay of an advertisement on a deviceINTERNATIONAL STANDARD ISO 19731:2017(E) ISO 2017 All rights reserved 1BS ISO 19731:2017ISO 19731:2017(E)3.2algorithmprocess or set of rules to be followed in calculations or other problem solving operations3.3anonymizationprocess of removing, obscuring,
34、aggregating, or altering identifiers with the aim of preventing the identification of individuals to whom data originally related3.4application programming interfaceAPIset of definitions on the basis of which a computer programme can communicate with another programme or component, and which can als
35、o support access/data exchange internally or externally3.5auditsystematic, independent and documented process for obtaining evidence and evaluating it objectively to determine the extent to which audit criteria (3.6) are fulfilledSOURCE: ISO 20252:2012, 2.53.6audit criteriaset of policies, procedure
36、s or requirements used as a referenceSOURCE: ISO 20252:2012, 2.63.7botautonomous software that operates as an agent for a user or a program or simulates a human activity3.8clientindividual, organization, department or division, internal or external, that requests or commissions a research projectSOU
37、RCE: ISO 20252:2012, 2.103.9codenumeric or alpha character or combination of characters associated with each response categorySOURCE: ISO 20252:2012, 2.113.10code framelist of categories with associated codes (3.9) for classifying observations or statementsSOURCE: ISO 20252:2012, 2.12, modified3.11c
38、onsentfreely given agreement based on adequate information obtained prior to the collection of participant (3.27) dataNote 1 to entry: When conducting research with children, additional consent requirements apply, e.g. permission from a responsible adult.2 ISO 2017 All rights reservedBS ISO 19731:20
39、17ISO 19731:2017(E)3.12cookiesmall piece of information (i.e. programme code) that is stored on a browser for the purpose of identifying that browser during audience activity and between visits or sessions3.13dashboardsoftware application with which a number of mini-applications can be reviewed or m
40、anaged and reportedEXAMPLE Offer data exports, allow API access.3.14data collectionprocess for gathering information by different meansNote 1 to entry: This includes activities such as web monitoring.3.15device IDdistinctive number or code (3.9) associated with a specific digital device which can be
41、 personally identifiableNote 1 to entry: Such devices can have multiple device IDs, each used for different purposes, for example to enable services such as WiFi or Bluetooth, or to uniquely identify specific devices operating on a mobile carrier network.3.16digital analyticsanalysing and reporting
42、of electronic data for the purpose of measuring and understanding humans and their behaviour3.17digital fingerprinttechnology that deploys algorithms (3.2) that analyse a large number of technical characteristics and settings on devices to generate unique identifiers that can identify a specific com
43、puting device producing a machine ID, and which can be personally identifiableNote 1 to entry: This ID can change over time depending on actions taken on the device.Note 2 to entry: Also known as device, machine, or browser fingerprint.3.18donglesmall piece of hardware, often a USB device, that can
44、be connected to other electronic equipment, to enable additional services such as access to the internet3.19incentivegift, payment, or other considerations offered to potential participants (3.27) to increase cooperationSOURCE: ISO 20252:2012, 2.313.20internal auditperiodic checks carried out by a c
45、ompanys own trained employees as to whether projects within the company have been carried out in accordance with the described procedures3.21internet of thingsIoTinfrastructure of interconnected objects, people, systems, and information resources together with intelligent services to allow them to p
46、rocess information of the physical and the virtual world and react ISO 2017 All rights reserved 3BS ISO 19731:2017ISO 19731:2017(E)3.22machine learningtechnology of getting computers to act without being explicitly programmedEXAMPLE Speech recognition, effective web search.3.23malwarevariety of form
47、s of hostile or intrusive software, including computer viruses, worms, Trojan horses, ransomware, spyware, adware, scareware and other malicious programs3.24mobile deviceportable electronic device which can collect data that can be uploaded to a third party either immediately or upon syncing with ap
48、propriate softwareNote 1 to entry: Mobile devices might include smartphones, smart watches, fitness or health tracking devices, tablets, and geo-location devices.3.25nearfield communicationNFCshort-range wireless technology that enables communication between devices over a short distance3.26over the
49、 topOTTdigital services delivered over the internet rather than via a service providers own dedicated, managed internet protocol television (IPTV) networkNote 1 to entry: Examples of digital services include Amazon Fire, Apple TV, Chromecast, Roku, Netflix or Slingbox1).3.27participantperson from whom or about whom data are collected3.28quality managerperson who is responsible for the formulation of quality requirements within an organization and for the procedures and measurements aimed at the implementation o
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