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1、BS EN 15707:2008 ICS 01.040.03; 03.080.20 NO COPYING WITHOUT BSI PERMISSION EXCEPT AS PERMITTED BY COPYRIGHT LAW BRITISH STANDARD Print media surveys Vocabulary and service requirements Incorporating corrigendum January 2009 Licensed Copy: London South Bank University, South Bank University, 02/02/2
2、009 03:38, Uncontrolled Copy, (c) BSI This British Standard was published under the authority of the Standards Policy and Strategy Committee on 31 December 2008 BSI 2009 ISBN 978 0 580 66663 6 Amendments/corrigenda issued since publication DateComments BS EN 15707:2008 National foreword This British
3、 Standard is the UK implementation of EN 15707:2008. 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 al
4、l the necessary provisions of a contract. Users are responsible for its correct application. Compliance with a British Standard cannot confer immunity from 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 t
5、hat during the development of this European Standard, the UK committee voted against its approval as a European Standard. The reason for this 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
6、to derive audience estimates where original data collection is impossible, impractical or unaffordable. It also does not accommodate emerging methods of researching print media, in particular the use of online data collection to supplement more traditional means. Independently, the standard could be
7、 used to ensure that the key components of a more general standard are being applied in the specific context of print media surveys. Broader 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 Correc
8、tion to national foreword9January Licensed Copy: London South Bank University, South Bank University, 02/02/2009 03:38, Uncontrolled Copy, (c) BSI BS EN 15707:2008 EUROPEAN STANDARD NORME EUROPENNE EUROPISCHE NORM EN 15707 November 2008 ICS 01.040.03; 03.080.20 English Version Print media surveys -
9、Vocabulary and service requirements Mesure daudience de la presse crite - Vocabulaire et exigences de service Printmedienanalysen - Begriffe und Dienstleistungsanforderungen This European Standard was approved by CEN on 25 September 2008. CEN members are bound to comply with the CEN/CENELEC Internal
10、 Regulations which stipulate the conditions for giving this European Standard the status of a national standard without any alteration. Up-to-date lists and bibliographical references concerning such national standards may be obtained on application to the CEN Management Centre or to any CEN member.
11、 This European Standard exists in three official versions (English, French, German). A version in any other language made by translation under the responsibility of a CEN member into its own language and notified to the CEN Management Centre has the same status as the official versions. CEN members
12、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, Slovenia, Spain, Sweden, Swit
13、zerland and United Kingdom. EUROPEAN COMMITTEE FOR STANDARDIZATION COMIT EUROPEN DE NORMALISATION EUROPISCHES KOMITEE FR NORMUNG Management Centre: rue de Stassart, 36 B-1050 Brussels 2008 CENAll rights of exploitation in any form and by any means reserved worldwide for CEN national Members. Ref. No
14、. EN 15707:2008: E Licensed Copy: London South Bank University, South Bank University, 02/02/2009 03:38, Uncontrolled Copy, (c) BSI BS EN 15707:2008 EN 15707:2008 (E) 2 Contents Page Foreword3 1 Scope 4 2 Normative references4 3 Terms and definitions .4 4 Requirements.6 4.1 Cooperation with clients.
15、6 4.1.1 Client briefing for research service provider6 4.1.2 Changes in the specification of work6 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 analysis7 4.1.7 Presentation of results to the client.7 4.1.8 Copyrights7
16、 4.1.9 Declaration of own interests and/or relevant 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 interviewers7 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 S
17、amples 9 4.4 Measurement procedures.14 4.4.1 Types of surveys14 4.4.2 Audience measurement surveys14 4.4.3 Media profile surveys16 4.4.4 Measurement of page exposure.16 4.4.5 Calculation of reading probabilities and methods of accumulation16 4.5 Fieldwork management.17 4.5.1 General17 4.5.2 Intervie
18、wer recruitment.17 4.5.3 Interviewer training17 4.5.4 Interviewer validation19 4.5.5 Subcontracting of fieldwork .19 4.6 Documentation/questionnaire19 4.6.1 General19 4.6.2 List of specific details to be documented.20 Licensed Copy: London South Bank University, South Bank University, 02/02/2009 03:
19、38, Uncontrolled Copy, (c) BSI BS EN 15707:2008 EN 15707:2008 (E) 3 Foreword This document (EN 15707:2008) has been prepared by Technical Committee CEN/TC 376 “Project Committee - Print media analyses services”, the secretariat of which is held by DIN. This European Standard shall be given the statu
20、s 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. Attention is drawn to the possibility that some of the elements of this document may be the subject of p
21、atent 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 organizations of the following countries are bound to implement this European Standard: Austria, Belgium, Bulgaria,
22、Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland and the United Kingdom. Licensed Copy: London South Bank
23、University, South Bank University, 02/02/2009 03:38, Uncontrolled Copy, (c) BSI BS EN 15707:2008 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 references The following referenced documen
24、ts 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 social research Vocabulary and service requir
25、ements 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 3.2 code numeric or alpha character or
26、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” model in which for all titles being read a q
27、uestion 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 th
28、e 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 Licensed Copy: London South Bank University, South Bank University, 02/02/2009 03:38, Uncontrolled Copy, (c) BSI BS EN 15707:2008 EN 15707
29、:2008 (E) 5 3.8 print medium newspaper or magazine either sold or freely 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 r
30、espect to certain variables ISO 20252:2006, 2.45 3.11 random sampling 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 t
31、ime period 3.13 readership projection projection in absolute figures 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 representativ
32、eness extent to which a sample represents the defined target population 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.
33、19 sample subset of the target population from which data are to be collected ISO 20252:2006, 2.52 Licensed Copy: London South Bank University, South Bank University, 02/02/2009 03:38, Uncontrolled Copy, (c) BSI BS EN 15707:2008 EN 15707:2008 (E) 6 3.20 sampling frame list of population elements or
34、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 research project on behalf of the research service provider 3.22
35、 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 provider If the objectives of the research projects and/or other requir
36、ements 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 work The research service provider shall be responsible for agreei
37、ng 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 Use of subcontractors The research service provider shall infor
38、m 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 client. 4.1.4 Client review of questionnaire The research service pro
39、vider 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 approval shall be documented. 4.1.5 Checking of data quality The resea
40、rch 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 take adequate steps to ensure that the identity of respondents
41、and interviewers is protected and that clients agree to respect this. Licensed Copy: London South Bank University, South Bank University, 02/02/2009 03:38, Uncontrolled Copy, (c) BSI BS EN 15707:2008 EN 15707:2008 (E) 7 4.1.6 Code frame and data analysis The research service provider shall make avai
42、lable 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 discussed in advance
43、 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. 4.1.9 Declar
44、ation 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 another clie
45、nt 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 When asking for
46、 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 the presumed
47、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 storage of
48、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 moment. 4.2.
49、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 by the review and shall give him the opportunity to comment on them, before any action is taken. Licensed Copy: London South Bank University, South Bank University, 02/02/2009 03:38, Uncontrolled Copy, (c) BSI BS EN 15707:2008 EN 15707:2008 (E) 8 4.2.4 Privacy right
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