ISO 19731:2017
Digital analytics and web analyses for purposes of market, opinion and social research — Vocabulary and service requirements
ISO 19731:2017 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 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.
ISO 19731:2017 applies to digital analytics and web analyses conducted by service providers on their own initiative, commissioned by clients or conducted by clients themselves.
ISO 19731:2017 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;
- online 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 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.
ISO 19731:2017 can be construed to cover all forms of digital data collection including from desktop computers, tablets, mobile devices and over the top (OTT) devices as well as internet of things (IoT) devices where applicable.
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Foreword
Introduction
1 Scope
2 Normative references
3 Terms and definitions
4 Research project management requirements
4.1 Organization and responsibilities
4.1.1 Management of the research process
4.1.2 Project management responsibilities
4.1.3 Appointment of a research quality manager
4.2 Confidentiality of information
4.3 Documentation requirements
4.3.1 General
4.3.2 Control of documents (other than project-related documents)
4.3.3 Control of research project documents
4.3.4 Control of records
4.4 Competence and training
4.5 Subcontracting/outsourcing
4.6 Reviewing the effectiveness of the research process requirements
4.6.1 Project management review
4.6.2 Problems and complaints management
4.6.3 Internal audits
5 Proposals and tenders
5.1 Proposals and tenders from service provider to clients
5.2 Other aspects to be established by service providers
5.2.1 General
5.2.2 Data cleaning and editing
5.2.3 Sentiment and/or text analysis
5.2.4 Website usage and measurement analytics
6 Execution of the project
6.1 General
6.2 Digital analytics and web analysis data collection
6.2.1 Data collection methodology
6.2.2 Validation of data collection process
6.2.3 Participant safeguards
6.2.4 Weighting
6.3 Protection of individuals
6.4 Device monitoring
6.5 Reporting
6.6 Data retention
6.7 Data security
6.8 Ownership and publication of results
Bibliography
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Foreword
Introduction
1 Scope
2 Normative references
3 Terms and definitions
4 Research project management requirements
4.1 Organization and responsibilities
4.1.1 Management of the research process
4.1.2 Project management responsibilities
4.1.3 Appointment of a research quality manager
4.2 Confidentiality of information
4.3 Documentation requirements
4.3.1 General
4.3.2 Control of documents (other than project-related documents)
4.3.3 Control of research project documents
4.3.4 Control of records
4.4 Competence and training
4.5 Subcontracting/outsourcing
4.6 Reviewing the effectiveness of the research process requirements
4.6.1 Project management review
4.6.2 Problems and complaints management
4.6.3 Internal audits
5 Proposals and tenders
5.1 Proposals and tenders from service provider to clients
5.2 Other aspects to be established by service providers
5.2.1 General
5.2.2 Data cleaning and editing
5.2.3 Sentiment and/or text analysis
5.2.4 Website usage and measurement analytics
6 Execution of the project
6.1 General
6.2 Digital analytics and web analysis data collection
6.2.1 Data collection methodology
6.2.2 Validation of data collection process
6.2.3 Participant safeguards
6.2.4 Weighting
6.3 Protection of individuals
6.4 Device monitoring
6.5 Reporting
6.6 Data retention
6.7 Data security
6.8 Ownership and publication of results
Bibliography