1、January 2009DEUTSCHE NORM English price group 12No part of this standard may be reproduced without prior permission ofDIN Deutsches Institut fr Normung e. V., Berlin. Beuth Verlag GmbH, 10772 Berlin, Germany,has the exclusive right of sale for German Standards (DIN-Normen).ICS 01.040.03; 03.080.20!$
2、UM.“1504211www.din.deDDIN EN 15707Print media surveys Vocabulary and service requirementsEnglish version of DIN EN 15707:2009-01Printmedienanalysen Begriffe und DienstleistungsanforderungenEnglische Fassung DIN EN 15707:2009-01www.beuth.deDocument comprises 24 pagesDIN EN 15707:2009-01 2 Start of va
3、lidity This standard takes effect on 1 January 2009. National foreword This standard has been prepared by Technical Committee CEN/TC 376 “Project Committee Print media analyses services” (Secretariat: DIN, Germany). The responsible German body involved in its preparation was the Normenausschuss Gebr
4、auchstauglichkeit und Dienstleistungen (Performance Capability and Services Standards Committee), Technical Committee NA 039-04-24 AA Printmedienanalysen. This standard specifies the vocabulary and service requirements for media surveys in the field of print media. EUROPEAN STANDARDNORME EUROPENNEEU
5、ROPISCHE NORMEN 15707November 2008ICS 01.040.03; 03.080.20English VersionPrint media surveys - Vocabulary and service requirementsMesure daudience de la presse crite - Vocabulaire etexigences de servicePrintmedienanalysen - Begriffe undDienstleistungsanforderungenThis European Standard was approved
6、by CEN on 25 September 2008.CEN members are bound to comply with the CEN/CENELEC Internal Regulations which stipulate the conditions for giving this EuropeanStandard the status of a national standard without any alteration. Up-to-date lists and bibliographical references concerning such nationalstan
7、dards may be obtained on application to the CEN Management Centre or to any CEN member.This European Standard exists in three official versions (English, French, German). A version in any other language made by translationunder the responsibility of a CEN member into its own language and notified to
8、 the CEN Management Centre has the same status as theofficial versions.CEN members are the national standards bodies of Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland,France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Nethe
9、rlands, Norway, Poland, Portugal,Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland and United Kingdom.EUROPEAN COMMITTEE FOR STANDARDIZATIONCOMIT EUROPEN DE NORMALISATIONEUROPISCHES KOMITEE FR NORMUNGManagement Centre: rue de Stassart, 36 B-1050 Brussels 2008 CEN All rights of exploitation in
10、any form and by any means reservedworldwide for CEN national Members.Ref. No. EN 15707:2008: EEN 15707:2008 (E) 2 Contents Page Foreword3 1 Scope 4 2 Normative references 4 3 Terms and definitions .4 4 Requirements.6 4.1 Cooperation with clients .6 4.1.1 Client briefing for research service provider
11、6 4.1.2 Changes in the specification of work 6 4.1.3 Use of subcontractors.6 4.1.4 Client review of questionnaire6 4.1.5 Checking of data quality .6 4.1.6 Code frame and data analysis 7 4.1.7 Presentation of results to the client.7 4.1.8 Copyrights 7 4.1.9 Declaration of own interests and/or relevan
12、t parallel work 7 4.2 Privacy 7 4.2.1 General7 4.2.2 Privacy rights of the respondents7 4.2.3 Privacy rights of the interviewers 7 4.2.4 Privacy rights of the clients8 4.3 Universe and sample.8 4.3.1 Definition and description of the universe8 4.3.2 Samples 9 4.4 Measurement procedures .14 4.4.1 Typ
13、es of surveys14 4.4.2 Audience measurement surveys14 4.4.3 Media profile surveys 16 4.4.4 Measurement of page exposure.16 4.4.5 Calculation of reading probabilities and methods of accumulation 16 4.5 Fieldwork management.17 4.5.1 General17 4.5.2 Interviewer recruitment .17 4.5.3 Interviewer training
14、17 4.5.4 Interviewer validation 19 4.5.5 Subcontracting of fieldwork .19 4.6 Documentation/questionnaire 19 4.6.1 General19 4.6.2 List of specific details to be documented .20 DIN EN 15707:2009-01 EN 15707:2008 (E) 3 Foreword This document (EN 15707:2008) has been prepared by Technical Committee CEN
15、/TC 376 “Project Committee - Print media analyses services”, the secretariat of which is held by DIN. This European Standard shall be given the status of a national standard, either by publication of an identical text or by endorsement, at the latest by May 2009, and conflicting national standards s
16、hall be withdrawn at the latest by May 2009. Attention is drawn to the possibility that some of the elements of this document may be the subject of patent rights. CEN and/or CENELEC shall not be held responsible for identifying any or all such patent rights. According to the CEN/CENELEC Internal Reg
17、ulations, the national standards organizations of the following countries are bound to implement this European Standard: Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Net
18、herlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland and the United Kingdom. DIN EN 15707:2009-01 EN 15707:2008 (E) 4 1 Scope This European Standard specifies the vocabulary and service requirements for media surveys in the field of print media. 2 Normative ref
19、erences The following referenced documents are indispensable for the application of this document. For dated references, only the edition cited applies. For undated references, the latest edition of the referenced document (including any amendments) applies. ISO 20252:2006, Market, opinion and socia
20、l research Vocabulary and service requirements 3 Terms and definitions For the purposes of this document, the following terms and definitions apply. 3.1 client individual, organization, department or division, internal or external, which requests or commissions a research project ISO 20252:2006, 2.8
21、 3.2 code numeric or alpha character or combination of characters associated with each response category ISO 20252:2006, 2.9 3.3 code frame list of categories with associated codes for classifying responses ISO 20252:2006, 2.10 3.4 first reading yesterday (FRY) variation of the “Recent Reading” mode
22、l in which for all titles being read a question follows if a particular copy (issue) has been read yesterday for the first time 3.5 first reading in publishing interval (FRIPI) variation of the FRY-model in which for all titles being read a question follows if the particular titles has been read wit
23、hin the last publication interval for the first time 3.6 frequency frequency of being exposed to a medium within a specific time period 3.7 interview activity of collecting information from respondents DIN EN 15707:2009-01 EN 15707:2008 (E) 5 3.8 print medium newspaper or magazine either sold or fre
24、ely distributed 3.9 questionnaire structured tool for collecting data consisting of a series of questions ISO 20252:2006, 2.44 3.10 quota sampling method of constructing a sample so that it conforms to a predefined structure with respect to certain variables ISO 20252:2006, 2.45 3.11 random sampling
25、 procedure such that each member of the sampling frame has a specific positive chance of being included in the sample ISO 20252:2006, 2.40 3.12 reach share of target persons within a universe exposed to a medium within a specific time period 3.13 readership projection projection in absolute figures
26、of the share of target persons exposed to a medium within a specific time period 3.14 readership profile structure of the readership of a particular title 3.15 recent reading reading within a specific time period 3.16 representativeness extent to which a sample represents the defined target populati
27、on ISO 20252:2006, 2.47 3.17 research service provider individual, organization, department or division, internal or external, which conducts research projects or parts of them 3.18 respondent person from whom data are collected 3.19 sample subset of the target population from which data are to be c
28、ollected ISO 20252:2006, 2.52 DIN EN 15707:2009-01 EN 15707:2008 (E) 6 3.20 sampling frame list of population elements or other appropriate sources from which sample members are selected ISO 20252:2006, 2.53 3.21 subcontractor individual, organization, department or division, internal or external, w
29、hich takes responsibility for executing an element of the research project on behalf of the research service provider 3.22 target population population of interest to which inferences are to be made ISO 20252:2006, 2.60 3.23 universe synonym for target population 4 Requirements 4.1 Cooperation with
30、clients 4.1.1 Client briefing for research service provider If the objectives of the research projects and/or other requirements do not appear to be described fully enough in the clients documents, the research service provider shall request a more detailed briefing from the client. Any briefing sha
31、ll be documented. 4.1.2 Changes in the specification of work The research service provider shall be responsible for agreeing and confirming in writing with the client any changes that will affect the project or client requirements, which may include the cost, timing and any other agreements stated i
32、n the research proposal, cost quotation or contract. 4.1.3 Use of subcontractors The research service provider shall inform the client which subcontractors, if any, are to be used, for any part of the research process, before these subcontractors undertake the work. Any subsequent changes in subcont
33、ractors to be used shall also be communicated to the client. 4.1.4 Client review of questionnaire The research service provider shall give the client the opportunity to participate in the design and/or the review of the questionnaire. The research service provider shall obtain the approval of the qu
34、estionnaire unless it is waived by the client. This approval shall be documented. 4.1.5 Checking of data quality The research service provider shall allow the client to check the quality of data collection as well as data editing. Clients shall be informed if their checking could affect the quality
35、of the data collected. The research service provider shall take adequate steps to ensure that the identity of respondents and interviewers is protected and that clients agree to respect this. DIN EN 15707:2009-01 EN 15707:2008 (E) 7 4.1.6 Code frame and data analysis The research service provider sh
36、all make available to the client the code frame and the methods used to analyse the data, if requested by the client. 4.1.7 Presentation of results to the client The research service provider shall agree with the client the way the research results are presented. 4.1.8 Copyrights It shall be discuss
37、ed in advance and in writing with each client individually the rights of the research service provider and the client concerning the method, questionnaire, materials and results. The General Business Terms of the research service provider shall not contain anything contradictory to this requirement.
38、 4.1.9 Declaration of own interests and/or relevant parallel work The research service provider should inform the client if he is already working for a direct competitor of the client or if he has own interests in the field he tenders for or if he is already working on a similar research project for
39、 another client or self. 4.2 Privacy 4.2.1 General The research service provider shall observe the privacy of respondents, interviewers and clients according to applicable European and national laws and relevant principles and rules of professional conduct. 4.2.2 Privacy rights of the respondents Wh
40、en asking for participation in a research project it shall be obvious for the respondents that their participation is completely voluntary and that they can break off the interview at any stage. The respondents shall be told the general purpose of the research project and should not be misled about
41、the presumed duration of the interview and the kind of questions to be asked. If any follow-up or repeated interviews are intended, the respondents shall be asked for permission to re-contact them at the end of the first interview at the latest. This permission shall include consent to the necessary
42、 storage of address details. The research data and the address data shall be separated from each other as soon as possible and stored accordingly. The list of keys that link research and address data shall be stored separately. The address data shall be destroyed or deleted at the earliest possible
43、moment. 4.2.3 Privacy rights of the interviewers The research service provider shall provide the interviewers in an appropriate way with the general information that their work will be reviewed. The research service provider shall inform the interviewer about any discrepancies or problems identified
44、 by the review and shall give him the opportunity to comment on them, before any action is taken. DIN EN 15707:2009-01 EN 15707:2008 (E) 8 4.2.4 Privacy rights of the clients The identity of the client shall not be revealed to the interviewers and respondents unless the client requests for this to b
45、e revealed. If this might cause methodological problems the research service provider shall inform the client accordingly. The research service provider shall not reveal the identity of a client to any third party including other clients without prior permission. The research service provider shall
46、not reveal documents, materials, products, records etc. which have been provided to him by the client or have been prepared by him to conduct a research project to any third party including other clients without prior permission. 4.3 Universe and sample 4.3.1 Definition and description of the univer
47、se The universe shall be limited regionally and temporally as well as comprehensibly defined. Possible universes can be: physical persons; private households; institutions/companies; recipients of specific media. The universe description shall be extensive. The description shall be objective as well
48、 as regionally and temporally defined. The following specifications shall be included: verifiable characteristics which define the members of the universe; geographic area of the survey; date of establishment of the reference data base for addresses and projection. In the case of audience measuremen
49、t surveys the universe shall be defined independently from the media whereas in the case of media profile surveys the universe shall include the recipients of specific media. The following preconditions are essential to build and describe the universe: inclusion of a comprehensible definition and its absolute size (projection); most recent available and reliable data shall be used (including source and date); characteristics and data used to define the universe and its projection shall be described in detail. DIN EN 15707:2009-01 EN
