BS ISO 20252-2012 Market opinion and social research Vocabulary and service requirements《市场 舆论和社会调查 词汇和服务要求》.pdf

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1、raising standards worldwideNO COPYING WITHOUT BSI PERMISSION EXCEPT AS PERMITTED BY COPYRIGHT LAWBSI Standards PublicationBS ISO 20252:2012Market, opinion and socialresearch Vocabulary andservice requirementsBS ISO 20252:2012 BRITISH STANDARDNational forewordThis British Standard is the UK implement

2、ation of ISO 20252:2012. Itsupersedes BS ISO 20252:2006 which is withdrawn.The UK participation in its preparation was entrusted to TechnicalCommittee SVS/3, Market research.A list of organizations represented on this committee can beobtained on request to its secretary.This publication does not pur

3、port to include all the necessaryprovisions of a contract. Users are responsible for its correctapplication. The British Standards Institution 2012. Published by BSI StandardsLimited 2012ISBN 978 0 580 67761 8ICS 01.040.03; 03.020Compliance with a British Standard cannot confer immunity fromlegal ob

4、ligations.This British Standard was published under the authority of theStandards Policy and Strategy Committee on 30 June 2012.Amendments issued since publicationDate Text affectedBS ISO 20252:2012 ISO 2012Market, opinion and social research Vocabulary and service requirementstudes de march, tudes

5、sociales et dopinion Vocabulaire et exigences de serviceINTERNATIONAL STANDARDISO20252Second edition2012-06-01Reference numberISO 20252:2012(E)BS ISO 20252:2012ISO 20252:2012(E)ii ISO 2012 All rights reservedCOPYRIGHT PROTECTED DOCUMENT ISO 2012All rights reserved. Unless otherwise specified, no par

6、t of this publication may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying and microfilm, without permission in writing from either ISO at the address below or ISOs member body in the country of the requester.ISO copyright officeCase postale 56

7、CH-1211 Geneva 20Tel. + 41 22 749 01 11Fax + 41 22 749 09 47E-mail copyrightiso.orgWeb www.iso.orgPublished in SwitzerlandBS ISO 20252:2012ISO 20252:2012(E) ISO 2012 All rights reserved iiiContents PageForeword ivIntroduction v1 Scope 12 Terms and definitions . 13 Research process management system

8、requirements 73.1 Organization and responsibilities . 73.2 Confidentiality of research . 73.3 Documentation requirements 83.4 Competence and training 83.5 Subcontracting/outsourcing 83.6 Reviewing the effectiveness of the research process management system 94 Managing the executive elements of resea

9、rch 104.1 Responding to research requests 104.2 Project schedule 124.3 Assistance by and cooperation with clients 134.4 Questionnaires and discussion guides .144.5 Managing sampling and data processing .154.6 Monitoring the execution of research 164.7 Research documents, materials and products .174.

10、8 Reporting of research results 174.9 Research records 185 Data collection .205.1 General .205.2 Management, recruitment and training of fieldworkers 205.3 Conducting data collection by fieldwork 225.4 Fieldworker validation of quantitative research .245.5 Qualitative data collection 255.6 Self-comp

11、letion data collection .275.7 Observational data collection 295.8 Data collection from secondary sources 305.9 Data collection records 316 Data management and processing .316.1 General .316.2 Hard copy data entry 316.3 Accuracy of databases not requiring manual data entry .326.4 Coding 326.5 Data ed

12、iting .346.6 Data file management .346.7 Data analysis 346.8 Electronic data delivery .356.9 Back up, retention and security of data 367 Report on research projects .367.1 General .367.2 Quantitative research .367.3 Qualitative research 377.4 Observational research .38Bibliography .39BS ISO 20252:20

13、12ISO 20252:2012(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 normally carried out through ISO technical committees. Each member body interested in a sub

14、ject 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 in the work. ISO collaborates closely with the International Electrotechnical Commission (I

15、EC) on all matters of electrotechnical standardization.International Standards are drafted in accordance with the rules given in the ISO/IEC Directives, Part 2.The main task of technical committees is to prepare International Standards. Draft International Standards adopted by the technical committe

16、es are circulated to the member bodies for voting. Publication as an International Standard requires approval by at least 75 % of the member bodies casting a vote.Attention is drawn to the possibility that some of the elements of this document may be the subject of patent rights. ISO shall not be he

17、ld responsible for identifying any or all such patent rights.ISO 20252 was prepared by Technical Committee ISO/TC 225, Market, opinion and social research.This second edition cancels and replaces the first edition (ISO 20252:2006), which has been technically revised.iv ISO 2012 All rights reservedBS

18、 ISO 20252:2012ISO 20252:2012(E)IntroductionThe principal objective of international standardization is to facilitate business development and growth, particularly between different national and regional markets. The intention of this International Standard is to follow a linear structure to ensure

19、that its implementation leads to continual improvement of market, opinion and social research and to harmonize other national standards already available.Market, opinion and social research is now a global industry. An increasing proportion of the expenditure of users of the industry is allocated to

20、 multi-national projects, whose objective is consistent regional and global measurement. An International Standard facilitates the achievement of this important economic and social objective by ensuring that the process elements of such research are undertaken to an appropriate standard and in a ver

21、ifiable and consistent manner. This enables data arising from research studies carried out in accordance with this International Standard to be used to guide the provision of goods and services to citizens and institutions in a consistent and transparent fashion.Subsidiary objectives in developing t

22、his International Standard include the need to define the level of requirement for service provision and common work procedures to be applied in processes, including across different countries. Requirements only apply when services are provided.This International Standard contains extensive terms an

23、d definitions. ISO 2012 All rights reserved vBS ISO 20252:2012BS ISO 20252:2012Market, opinion and social research Vocabulary and service requirements1 ScopeThis International Standard establishes terms and definitions and service requirements for organizations and professionals conducting market, o

24、pinion and social research.Non-market research activities, such as direct marketing, are outside the scope of this International Standard.2 Terms and definitionsFor the purposes of this document, the following terms and definitions apply.2.1access panelsample database (2.16) of potential respondents

25、 (2.56) who declare that they will cooperate for future data collection if selectedNOTE This does not include continuously reporting panels (e.g. TV-rating panels) and re-contact databases (asking for permission for follow-ups).2.2accuracydegree of closeness between the estimate and the true paramet

26、er value2.3ad hocspecifically designed to address a particular objective or issue2.4appraisalprocess of monitoring the competency of an individual or group of individuals in carrying out their work2.5auditsystematic, independent and documented process for obtaining evidence and evaluating it objecti

27、vely to determine the extent to which audit criteria (2.6) are fulfilled2.6audit criteriaset of policies, procedures or requirements used as a reference2.7auditorperson with the competence to conduct an audit (2.5)2.8automated codingform of coding where manual coding is replaced, totally or in part,

28、 by various forms of computer coding or computer-assisted coding using computer-stored code lists and dictionaries2.9biassystematic deviation between the estimate and the true parameter valueINTERNATIONAL STANDARD ISO 20252:2012(E) ISO 2012 All rights reserved 1BS ISO 20252:2012ISO 20252:2012(E)2.10

29、clientindividual, organization, department or division, internal or external, that requests or commissions a research project2.11codenumeric or alpha character or combination of characters associated with each response category2.12code framelist of categories with associated codes (2.11) for classif

30、ying responses2.13computer-assisted interviewingCAIinterviews with responses keyed directly into a computer and where the administration of the interview is managed by a specifically designed programEXAMPLES Computer-assisted personal interviewing (CAPI); computer-assisted telephone interviewing (CA

31、TI); computer-assisted self-interviewing (CASI); computer-assisted interviewing via internet (CAWI).2.14confidentialityrequirement that data collected, information and materials are protected from unauthorized access2.15continuous researchresearch that involves regular and on-going data collection2.

32、16databasecentrally held collection of data that is accessible to users2.17data editingset of methods verifying the collected data and, if necessary, correcting them2.18data entryprocess step where data collected are converted into computer-readable form2.19data processingmanagement and converting o

33、f data from their raw state through to a required output2.20data recordset of data derived from a reporting or observed unit2.21depth interviewunstructured interview conducted to understand the underlying motivations, beliefs, attitudes and feelings on a particular subjectNOTE Discussion can vary fr

34、om interview to interview, as long as all topics in a pre-defined discussion guide (2.23) are covered.2.22derived data itemdata item used in analysis and/or tables derived from one or more source data items and/or categories2 ISO 2012 All rights reservedBS ISO 20252:2012ISO 20252:2012(E)2.23discussi

35、on guidelist of points or subjects which are to be covered in a depth interview (2.21) or focus group (2.28)2.24documentprocedure, information or data which can be changed or modifiedNOTE For example, a questionnaire is a document, but once it is completed by a respondent (2.56) or an interviewer, i

36、t becomes a record (2.51).2.25ethnographic observationqualitative research (2.47) method in which the researcher observes and/or interacts with research subjects in their natural setting as they go about normal activitiesNOTE The researcher can limit participation to observation, with limited or no

37、questioning of the subjects, or can join in as an active member of the community being observed.2.26fieldworkerperson involved in the collection of data for market, opinion and social research, excluding management and research staff.NOTE Fieldworkers include, but are not limited to, face-to-face an

38、d telephone interviewers, recruiters for qualitative or other research, “mystery shoppers” (see 2.36) and others carrying out data collection by observation, and auditors (2.7) collecting data from retail outlets.2.27filterquestion or instruction in a questionnaire that restricts answers to a subgro

39、up of respondents (2.56)2.28focus groupgroup discussionopen discussion with a small number of selected participants conducted by a moderator (2.35)NOTE Focus groups can be conducted face-to-face, by telephone, online or by a combination of these. Online focus groups can be synchronous or real-time (

40、e.g. chat sessions), or asynchronous over an extended period of time (e.g. message and/ or bulletin boards).2.29frequency counthole countmarginalssummary count of individual data items on a computer file2.30imputationprocedure where missing data are replaced by estimated or modelled data2.31incentiv

41、egift, payment or other considerations offered to potential respondents (2.56) to increase respondent cooperation2.32indexingnumerical scale used to compare variables with one another or with a reference number2.33intercepttype of interviewing where respondents (2.56) are approached, either in perso

42、n or online ISO 2012 All rights reserved 3BS ISO 20252:2012ISO 20252:2012(E)2.34logic data entrydata entry (2.18) processes which are programmed to check question skips and response ranges2.35moderatorindividual responsible for facilitating the interaction of members of a focus group (2.28)2.36myste

43、ry shoppingstudy using fieldworkers (2.26) in the role of customers/users in order to evaluate a business/service performance2.37nettingmethod of treating codes (2.11) assigned to multiple-response questions, which can include open-ended codes, where the net refers to the total number of people resp

44、onding with the same group of codes, even when each person has given more than one response within the same group of codes2.38non-responsefailure to obtain measurements on some sample (2.58) or census members for all or some questions or variables2.39observational data collectionobservational resear

45、chcollection of data by observation of the behaviour, habits, activities, relations, expressed opinions or performance of individuals or groups, as well as phenomena, including the use of passive techniques, without the use of direct questioning2.40omnibus surveysurvey (2.65) and questionnaire cover

46、ing data required for more than one project and/or client (2.10)2.41open-ended questionopen-ended responsetype of question where respondents (2.56) are asked to answer in their own words2.42participation ratenumber of respondents (2.56) providing a usable response divided by the total number of init

47、ial personal invitations requesting members to participate2.43penetration levelproportion of potential respondents (2.56) or contacts who qualify to participate in a survey (2.65)2.44pre-testingsmall-scale tests to check the performance of a questionnaire before embarking on full-scale fieldwork2.45

48、primary recordraw data in electronic format or hard copy, including unedited completed questionnaires, recordings of qualitative research (2.47) and other similar items4 ISO 2012 All rights reservedBS ISO 20252:2012ISO 20252:2012(E)2.46probability samplingrandom samplingprocedure such that each memb

49、er of a sampling frame (2.59) has a non-zero probability of being included in the sample (2.58)NOTE For probability sampling, statistical margins of error apply.2.47qualitative researchanalysis of motivations, patterns of thought, opinion, attitude, assessment or behaviour, via research techniques such as focus groups (2.28) and depth interviews (2.21) and qualitative ethnographic observation (2.25)NOTE A statement about the frequency and distribution of such patterns within a given population is not possible on the basis of qualitative study.2.4