1、BS EN 15707:2008ICS 01.040.03; 03.080.20NO COPYING WITHOUT BSI PERMISSION EXCEPT AS PERMITTED BY COPYRIGHT LAWBRITISH STANDARDPrint media surveys Vocabulary and servicerequirementsIncorporating corrigendum January 2009This British Standardwas published under theauthority of the StandardsPolicy and S
2、trategyCommittee on 31 December2008 BSI 2009ISBN 978 0 580 66663 6 Amendments/corrigenda issued since publicationDate CommentsBS EN 15707:2008National forewordThis British Standard is the UK implementation of EN 15707:2008.The UK participation in its preparation was entrusted to TechnicalCommittee S
3、VS/3, Market research.A list of organizations represented on this committee can be obtained onrequest to its secretary.This publication does not purport to include all the necessary provisionsof a contract. Users are responsible for its correct application.Compliance with a British Standard cannot c
4、onfer immunityfrom legal obligations.BSI, as a member of CEN, is obliged to publish EN 15707:2008 as a British Standard. However, attention is drawn to the fact that during the development of this European Standard, the UK committee voted against its approval as a European Standard. The reason for t
5、his negative vote is that, in the opinion of the UK committee, this standard does not give sufficient recognition to the fact that modelling can be, and is, used to derive audience estimates where original data collection is impossible, impractical or unaffordable. It also does not accommodate emerg
6、ing methods of researching print media, in particular the use of online data collection to supplement more traditional means. Independently, the standard could be used to ensure that the key components of a more general standard are being applied in the specific context of print media surveys. Broad
7、er provisions, which are in-line with current recognized practice in the UK, can be found in BS ISO 20252:2006, Market, opinion and social research. 31 200 Correction to national foreword9January BS EN 15707:2008EUROPEAN STANDARDNORME EUROPENNEEUROPISCHE NORMEN 15707November 2008ICS 01.040.03; 03.08
8、0.20English VersionPrint media surveys - Vocabulary and service requirementsMesure daudience de la presse crite - Vocabulaire etexigences de servicePrintmedienanalysen - Begriffe undDienstleistungsanforderungenThis European Standard was approved by CEN on 25 September 2008.CEN members are bound to c
9、omply 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 nationalstandards may be obtained on application to the CEN Manage
10、ment 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 the CEN Management Centre has the same status as theo
11、fficial 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, Netherlands, Norway, Poland, Portugal,Romania, Slovakia, Sl
12、ovenia, 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 any form and by any means reservedworldwide for CEN na
13、tional Members.Ref. No. EN 15707:2008: EBS EN 15707:2008EN 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 provider6 4.1.2 Changes in the specification o
14、f 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 relevant parallel work 7 4.2 Privacy 7 4.2.1
15、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 Types of surveys14 4.4.2 Audience measure
16、ment 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 training17 4.5.4 Interviewer validation 19 4.5
17、.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 BS EN 15707:2008EN 15707:2008 (E) 3 Foreword This document (EN 15707:2008) has been prepared by Technical Committee CEN/TC 376 “Project Committee - Print media an
18、alyses 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 shall be withdrawn at the latest by May 2009
19、. 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 Regulations, the national standards organizati
20、ons 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, Netherlands, Norway, Poland, Portugal, Romania
21、, Slovakia, Slovenia, Spain, Sweden, Switzerland and the United Kingdom. BS EN 15707:2008EN 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 references The following referenced documents are i
22、ndispensable 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 social research Vocabulary and service requirements 3
23、 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 3.2 code numeric or alpha character or combinat
24、ion 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” model in which for all titles being read a question
25、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 within the last publication interval for the first
26、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 BS EN 15707:2008EN 15707:2008 (E) 5 3.8 print medium newspaper or magazine either sold or freely distributed 3.9 questionnaire structured tool for
27、 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 procedure such that each member of the sampling fram
28、e 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 of the share of target persons exposed to a medium wi
29、thin 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 population ISO 20252:2006, 2.47 3.17 research service provide
30、r 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 collected ISO 20252:2006, 2.52 BS EN 15707:2008EN 1570
31、7:2008 (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, which takes responsibility for executing an element of the
32、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 clients 4.1.1 Client briefing for research service provide
33、r 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 shall be documented. 4.1.2 Changes in the specification of wo
34、rk 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 in the research proposal, cost quotation or contract. 4.1.3
35、 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 subcontractors to be used shall also be communicated to the clien
36、t. 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 questionnaire unless it is waived by the client. This approv
37、al 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 of the data collected. The research service provider shall
38、 take adequate steps to ensure that the identity of respondents and interviewers is protected and that clients agree to respect this. BS EN 15707:2008EN 15707:2008 (E) 7 4.1.6 Code frame and data analysis The research service provider shall make available to the client the code frame and the methods
39、 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 discussed in advance and in writing with each client individually the
40、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. 4.1.9 Declaration of own interests and/or relevant parallel wo
41、rk 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 another client or self. 4.2 Privacy 4.2.1 General The research
42、 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 When asking for participation in a research project it shall be o
43、bvious 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 the presumed duration of the interview and the kind of question
44、s 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 storage of address details. The research data and the address
45、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 moment. 4.2.3 Privacy rights of the interviewers The research s
46、ervice 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 by the review and shall give him the opportunity to comment on
47、 them, before any action is taken. BS EN 15707:2008EN 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 be revealed. If this might cause methodological problems the research
48、 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 not reveal documents, materials, products, records etc. which have b
49、een 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 universe 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 as regionally and
