esomar conducting-research-using-internet

ConduCting Market and opinion researCh using the internet

esoMar WorLd researCh Codes & guideLines

ESOMAR WORLD RESEARCH CODES & GUIDELINES

CONDUCTING MARKET AND OPINION RESEARCH USING THE INTERNET

Contents1 introduction 3

2 Basic principles 32.1 Co-operationisvoluntary 32.2 Theresearcher’sidentitymustbedisclosed 42.3 Therespondent’sanonymitymustbesafeguarded 42.4 Privacypolicystatements 52.5 Datasecurity 52.6 Reliabilityandvalidity 52.7 Interviewingchildrenandyoungpeople 62.8 UnsolicitedE-mail 62.9 Internetaccesspanels 6

3 additional guidance 73.1 Co-operationisvoluntary 7 Samplewordingforobtainingconsenttosetupa“cookie”

forresearchpurposes 93.2 Theresearcher’sidentitymustbedisclosed 93.3 Therespondents’anonymitymustbesafeguarded 93.4 Privacypolicystatements 9 Standardelementsforallprivacystatements 10 Threemajorvariants 11 Exampleprivacystatement 123.5 Datasecurity 133.6 Reliabilityandvalidity 143.7 Interviewingchildrenandyoungpeople 143.8 Unsolicitede-mail 16

ConduCting Market and opinion researCh using the internet




4 internet access panels 17 Guidelineoninternetaccesspanels 17 Panelrecruitment 17 Projectmanagement 19 Panelmonitoring 20 Panelmaintenance 21 Privacy/dataprotection 22 25questionstohelpresearchbuyers 22

5 sources used in compiling guidelines 24

6 Links to national research association information 24

7 important definitions 24 DefinitionofInternetresearch 24 DefinitionofInternetaccesspanel 24



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TherapidgrowthoftheInternethasopeneddramaticnewopportunitiesforcollectinganddisseminatingresearchinformationworldwide.Atthesametimeitraisesanumberofethicalandtechnicalissuesthatmustbeaddressedifthemediumistobeusedeffectivelyandresponsiblyformarketandopinionresearchpurposes.

Thiswebsitehasbeenestablishedtoprovideresearchersthroughouttheworld,withtimelyguidanceontheseissues.ItcombinesaninterpretationoftheiCC/esoMar international Code of Marketing and social research practiceasappliedtointernetresearch(definition of internet research)withpracticalguidanceontechnicalissues.Detailedtechnicalguidanceisincludedontheissuesofprivacypoliciesandtheuseandmanagementofinternetaccesspanels(definition of internet access panel).ESOMARisawarethatsomeNationalAssociationswillprovidenationalguidanceonvariationsfromthisguide.AlistofnationalassociationsisavailableonESOMAR’swebsite.

2. BasiC prinCipLes

Marketandopinionresearchistheprofessionalactivityofcollectingandinterpretingconsumer,business,and

socialdatasothatdecisionmakerscanmakebetterandmoreefficientmarketingandsocialdecisions.

AllresearchcarriedoutontheInternetmustconformtotherulesandspiritofthemainICC/ESOMARInternationalCodeofMarketingandSocialResearchPracticeandalsotoDataProtectionandotherrelevantlegislation(bothinternationalandnational1).

SuchmarketandopinionresearchmustalwaysrespecttherightsofrespondentsandotherInternetusers.Itmustbecarriedoutinwayswhichareacceptabletothem,tothegeneralpublicandinaccordancewithnationalandinternationalselfregulation.ResearchersmustavoidanyactionswhichmightbringInternetresearchintodis-reputeorreduceconfidenceinitsfindings.

ThefollowingsectionshighlightspecialaspectsoftheapplicationoftheCodetointernetresearch.Inessencetheysetoutthebasicprincipleswhichshouldguideresearcherswhenusingtheinternet.Attheendofeachsectionthereisalinktoamoredetailedsetofguidance.

2.1 Co-operation is voluntary

ResearchersmustavoidintrudingunnecessarilyontheprivacyofInternetrespondents.Surveyrespondents’

1. introduCtion




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co-operationmustatalltimesbevolun-tary.Nopersonalinformationthatisadditionaltothatalreadyavailablefromothersourcesshouldbesoughtfrom,orabout,respondentswithouttheirpriorknowledgeandagreement.

Inobtainingthenecessaryagreementfromrespondentstheresearchermustnotmisleadthemaboutthenatureoftheresearchortheuseswhichwillbemadeofthefindings.Itishoweverrecognisedthatthereareoccasionswhen,inordertopreventbiasedresponses,thepurposeoftheresearchcannotbefullydisclosedtorespondentsatthebegin-ningoftheinterview.Inparticular,theresearchershouldavoiddeceptivestate-mentsthatwouldbeharmfulorcreateanuisancetotherespondent-forexample,aboutthelikelylengthoftheintervieworaboutthepossibilitiesofbeingre-inter-viewedonalateroccasion.

Respondentsshouldalsobealertedwhenappropriatetoanycoststhattheymayincur(e.g.ofon-linetime)iftheyco-operateinthesurvey.Theyareentitledatanystageoftheinterviewtoaskthatpartoralloftherecordoftheirinterviewbedestroyedordeletedandtheresearchermustconformtoanysuchrequestwherereasonable.Link to 3.1

2.2 the researcher’s identity must be disclosed

Respondentsmustbetoldtheidentityoftheresearchercarryingouttheprojectandtheaddressatwhichtheycanwithoutdifficultyre-contactthelattershouldtheywishtodoso.Link to 3.22.3 respondent’s anonymity must be safeguarded

Theanonymityofrespondentsmustalwaysbepreservedunlesstheyhavegiventheirinformedconsenttothecontrary.Ifrespondentshavegivenpermissionfordatatobepassedoninaformwhichallowsthemtobeper-sonallyidentified,theresearchermustensurethattheinformationwillbeusedforresearchpurposesonly.Nosuchpersonallyidentifiedinformationmaybeusedforsubsequentnon-researchpurposessuchasdirectmarketing,list-building,creditrating,fund-raisingorothermarketingactivitiesrelatingtothoseindividualrespondents.Ifpermis-sionisnotgiven,therespondentshouldbereassuredthatconfidentialitywillbestrictlymaintained.Link to 3.3



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2.4 privacy policy statements

Researchersareencouragedtoposttheirprivacypolicystatementontheironlinesite.Whensuchprivacypolicystatementsexist,theyshouldbeeasytofind,easytouseandcomprehensible.a guide to privacy policies and an example privacy policyisprovidedlaterinthisdocumenttoassistresearch-erscomplywiththisrequirement.Itisimpossibletodraftsuchanexamplepolicywhichcomplieswithalllocallegislativerequirements.

CompanieswithanESOMARmembercanaddthestatementthattheycomplywiththeICC/ESOMARInternationalCodewiththeESOMARlogowhichisdown-loadablefromthemembers’websitewithahyperlinktotheESOMARsite.

2.5 data security

Researchersshouldtakeadequateprecautionstoprotectthesecurityofsensitivedata.Researchersmustalsoreasonablyensurethatanyconfidentialinformationprovidedtothembyclientsorothersisprotected(e.g.byfirewall)againstunauthorisedaccess. Link to 3.5

2.6 reliability and validity

UsersofresearchandthegeneralpublicmustnotbeinanywaymisledaboutthereliabilityandvalidityofInternetresearchfindings.Itisthereforeessential

thattheresearcher:a. followsscientificallysoundsamplingmethodsconsistentwiththepurposeoftheresearch;

b. publishesaclearstatementofthesampleuniversedefinitionusedinagivensurvey,theresearchapproachadopted,theresponserateachievedandthemethodofcalculatingthiswherepossible;

c. publishesanyappropriatereser-vationsaboutthepossiblelackofprojectabilityorotherlimitationsoftheresearchfindingsforinstanceresultingfromnon-responseandotherfactors.

Averylargeproportionofinternetresearchiscarriedoutusinginternetaccesspanelsanddetailedtechnicalguidanceontheuseandmanagementofthesepanelsisprovidedinsection 2.9

ItisequallyimportantthatanyresearchabouttheInternet(e.g.tomeasurepenetration,usershipetc.),which



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employsotherdatacollectionmethods,suchastelephoneormail,alsoclearlyreferstoanysampling,orother,limita-tionsonthedatacollected.

Link to 3.5

2.7 interviewing children and young people

ResearchersmustobserveallrelevantlawsandnationalcodesspecificallyrelatingtochildrenandyoungpeoplealthoughitisrecognisedthattheidentificationofchildrenandyoungpeopleisnotpossiblewithcertaintyontheInternetatthistime.ESOMARrequirementsabouttheprecautionstobetakenaresetoutintheESOMARGuidelineonInterviewingChildrenandYoungPeople.

AccordingtotheESOMARGuideline,permissionofaresponsibleadultmustbeobtainedbeforeinterviewingchildrenagedunder14(theagedefinitionforchildrendoesvaryfromcountrytocountry)andaskingquestionsontopicsgenerallyregardedassensitiveshouldbeavoidedwhereverpossibleandinanycasehandledwithextremecare.ResearchersmustusetheirbestendeavourstoensurethattheyconformtotherequirementsoftheGuidelinereferredto,forexamplebyintroducing

specialcontactingprocedurestosecurethepermissionofaparentbeforecarryingoutaninterviewwithchildrenunder14.WherenecessaryresearchersshouldconsultESOMARortheirnationalsocietyforadvice.

Link to 3.7

2.8 unsolicited e-mail

Researchersshallnotsendunsolicitedmessagesonlinetorespondentswhohaveindicatedthattheydonotwishtoreceivesuchmessagesrelatingtoaresearchprojectortoanyfollow-upresearchresultingdirectlyfromit.Researcherswillreduceanyinconvenienceorirritationsuche-mailmightcausetotherecipientbyclearlystatingitspurposeinthesubjectheadingandkeepingthetotalmessageasbriefaspossible.Link to 3.82.9 internet access panels

ESOMARbelievesthatitisinthebestinterestsoftheresearchindustryforaccesspanelstobeactivelymanagedandmaintainedatallstagesfromrecruitmenttosampleselection,responsemonitoringandregularpanelmaintenance.a set of detailed guidelineshavebeenpreparedto



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helpresearchprovidersdevelopaqualitymanagementapproachtotheirpanels.Inordertoassisttheresearcherwhointendstouseanaccesspanel,ESOMARhaspreparedalist of questionswhichcouldbeputtotheownerofthepaneltoestablishthelikelycompositionandqualityofthepanelrecruitmentandmaintenance.

3. additionaL guidanCe

InthefollowingsectionsspecificadditionalguidanceisgivenoneachofthebasicESOMARprinciples.

3.1 Co-operation is voluntary

Researchersmustnotmakeuseofsurreptitious,misleadingorunsoliciteddatacollectionorrecruitmenttech-niques-includingsiftingrespondente-mailaddressesfromwebsites,usingagentsthatcollectpersonalinforma-tionwithouttherespondent’sexplicitawareness,spamming,scammingorbaitingrespondents.

Wherevisitorstoaparticularwebsiteareaskedtotakepartinasurvey,eitherthroughclickingthroughtoasurveysiteorviaapop-upwindow,careshouldbetakentoensurethatvisitorswhodon’twishtotakepartare

notinconvenienced–i.e.throughinter-ruptionofatask.

Surveyintroductionsorasurveydescriptiontowhichalinkhasbeenprovidedmustassurerespondentsthatdatawillbecollectedonlyforresearchpurposesandwillundernocircum-stancesbeusedfordirectmarketingorothersalesapproachestotherespondent.

Forsurveyscompletedonline,respon-dentsmustbetoldaboutthelengthoftimethequestionnaireislikelytotaketocompleteundernormalcircumstances(e.g.assumingconnectionismaintained).Theuseofsomeformofmeteringdevicesothatrespondentscantracktheirprogressthroughthequestionnaireisrecommended.

Respondentsshouldbeinformediftheyhavetheoptionofcompletingthequestionnaireatatimeconvenienttothemwithinthescheduledictatedbythetimeframeofthestudy.Beyondthis,suitabletechnicalmeasuresshouldbeimplemented,whereappropriate,allowingrespondentsnottoanswerparticularquestions(buttoproceedwiththerestoftheinterview)andtointerruptandsubsequentlyreturntotheinterviewatanytime.



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Respondentsmustbegiventheopportunitytofindoutmoreabouttheresearchagencycarryingoutthestudy,bygivingthemthenameoftheorgani-sationtogetherwithanaddress(postaladdress,telephonenumber,agency’swebsiteore-mailaddress).Acorre-spondinghyperlinkisrecommendedforthispurpose.

Thedescriptionofthenatureoftheresearchshouldincludethefollowing:• Theidentityoftheclient(always2ifsamplingfromcustomerdatabases,onlyifthisismethodologicalappropriateinothercases).• Formulti-topicsurveys,thevarietyofsubjectareasincludedintheques-tionnaire.• Anexplanationofthereasonstherespondenthasbeenchosentopartici-pateandthelikelybenefits.

Alloftheaboveinformationmustbegivenatthestartofthequestionnaire,asmustanylinkstodataprotection;privacypolicyorcookieconsentstate-ments.Thiswillensurethatshouldrespondentsfailtocompletetheques-tionnaireforanyreasontheirrightsareprotected.

Wherelistsareusedforsampleselection,thesourceofthelistmustbedisclosed.

Wherethesearederivedfromwebsiteregistrationdatabases,researchersmustcheckthatregistrationwasvoluntaryandthatthedataiscurrent.

Attheendofthequestionnaireorproject,itisgoodpracticetoprovideathankyoustatementortosendanelectronicthankyouletter,unlessrespondentshaverefusede-mailcontact.Thisshouldgivedetailsoftheagencyconductingtheresearch.

Ifarepeatorfollow-upsurveyisintended,astatementconcerningDataProtectionmustbedisplayedontherespondents’screenatthelatestbytheendofthefirstinterview,whileobtainingtheirconsentforthenecessarystorageoftheiraddressdata.Therespondentsshouldbegiventheopportunitytoprintoutthisstatement.Therespondentsmustbeabletorefusefurtherparticipationinthesurveyviaasuitableoptionandtorefusefurthercontactbye-mailinconnectionwiththesurvey.

Whenrecruitingmembersforanonlinepanel,itmustbeexpresslypointedouttothemthattheiraddress,aswellasvariousselectioncriteria,willbestoredbytheresearchagencyforthepurposeoffurthersurveys.Furthermoreitmustbepointedoutthatmemberscandis-continueparticipationatanytimeandcanaskthatthesedatabedeleted.



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Respondentsmustalwaysbetoldwhencookies(orsmalltextfilesthatwillensurethattheywon’tbeinterviewedagain,forexample)orothercovertsoftwareisbeingusedtocollectinformationaboutthemarebeingusedandthattheycanturnthemofforremovethem.

sample wording for obtaining consent to set up a “Cookie” for research purposes

ThefollowingisfromtheGermanguidelinesonInternetresearchandgivesasuggestedmethodforseekingpermissionforcookies.

OurServer____wouldliketosetupa“cookie”onyourcomputer.The“cookie”isnamed____.Itssolepurposeistoinformourserverifyourcomputeraccessesthissite/pageagainduringthetimeofthisstudy,from____to____,topreventitfromaskingyouagaintocompleteaquestionnaire.

The“cookie”willbeusedexclusivelyfortheresearchobjectivesofthisstudyandwillbedeactivatedafteritsconclusionon____.Itwouldbeagreathelptousinconductingthestudy,ifyouwouldconsenttothe“cookie”beinginstalled.

Mayourserver____installthe“cookie”named____onyourcomputer?yes/no

3.2 researcher’s identity disclosure

Thissubjectrequiresnoadditionalguid-ance.Thereisadditionalinformationinthesectioncoveringprivacy statements.3.3 respondents’ anonymity must be safeguarded

Itmustberememberedthatarespon-dent’se-mailaddressispersonaldatawhereitreferstoadatasubjectandthereforeneedstobeprotectedinthesamewayasotheridentifiers.3.4 privacy policy statements

ESOMARmemberscarryingoutresearchontheInternetshoulddevelopaprivacypolicyandprepareaprivacystatementdescribingtheirpolicy.Thisstatementshouldbemadeavailableasalinkfromeveryonlinesurvey.Thepurposeofthisdocumentistoguidemembersonthetopicstobeconsideredintheirprivacypolicies.Someelementsofthepolicywillbestandardforallsurveysandthesearediscussedinthenext section.Otheraspectsoftheprivacypolicywillvarydependingonthesamplingmethodbeingused.Thesearediscussedinthesectionthree major variants.Theorderandwordingofthepublishedprivacystatementisamatterforeachmembertodecide.Anexampleprivacystatementisalsogiven.



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standard elements for all privacy statements • Statementofwhoisdoingtheresearch.ThiscouldincludeahyperlinktotheresearchCompanyHomepageformoreinformation.• Who is it for-explanationthateachsurveywillcontaininformationabouttheidentityoftheCompany/organisationtheresearchisbeingdonefor,unlesstherearegoodreasonsfornotprovidingthisinformation.• Guaranteethatinallcircumstancesidentitiesofindividualrespondentsandtheiranswerswillbetreatedasconfidentialandwillbeusedonlyforresearchpurposesunlesstherespondentexpresslyrequestsdisclosuretoathirdparty.• Willnot misleadyou-e.g.inobtainingyourco-operationwewillnotmisleadyouaboutthenatureoftheresearchortheuses,whichwillbemadeofthefindings.• Voluntary-e.g.aswithallformsofmarketandopinionresearch,yourco-operationisvoluntaryatalltimes.Nopersonalinformationissoughtfromorabout,youwithoutyourpriorknowledgeandagreement.• Withdraw-e.g.youareentitledatanystageoftheinterview,orsubse-quently,toaskthatpartoralloftherecordofyourinterviewbedestroyedordeleted.Whereverreasonableand

practicalwewillconformtosucharequest.• invisible processing-clearstate-mentofanyinvisibleprocessingrelatedtothesurveythatistakingplace.Mostwebsurveyscandetectinformationabouttherespondentwithoutrespondentknowledge.Browsertype,Usernameandcomputeridentificationareamongstthelistofdetectableinformation.Statementsshouldsayclearlywhatinformationisbeingcapturedandusedduringtheinterview(e.g.todeliverapageoptimisedtosuitthebrowser)andwhetheranyofthisinformationisbeinghandledaspartofthesurveyoradministrativerecords.• Cookies-clearstatementthattheyareorarenotbeingused,andifso,why.e.g.weusecookiesandothersimilardevicessparinglyandonlyforqualitycontrol,validationandtopreventbothersomerepeatsurveying.Ifcookiesarebeingused,itwouldbeadvisabletoincludeareminderthattherespondenthascontroloverwhethertheircomputeracceptscookiese.g.Ensureyourbrowserisconfiguredsothatyouarealertedtotheplacementofallcookies.Youcanalsodeletecookiesbyadjustingyourbrowsersettings.• Children–clearstatementabouthowinterviewswithchildren(agetobedefinedineachcountry)willbecarriedout.-e.g.inresearchinvolvingchildren,wewillconformtothetermsof




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theChildren’sOnlinePrivacyProtectionact (Coppa)of1998andseektheverifiablepermissionofaparentorlegalguardianbeforeaninterviewcommences.• Howtocontactus-e.g.wewillprovideane-mailaddressand/orafreephonenumberforrespondentstocontactustodiscussanyproblemswithaparticularsurvey.• securitymeasurese.g.ourwebsitehassecuritymeasuresinplacetoprotecttheloss,misuse,andalterationoftheinformationunderourcontrol.Onlycertainemployeeshaveaccesstotheinformationyouprovideus.Theyhaveaccessonlyfordataanalysisandqualitycontrolpurposes.• unsolicited mail-statepolicynottosendunsolicitedmailorpassone-mailaddressestoothersforthispurpose.• Validation-severalprivacyvalidationservicesexist,e.g.trust-e,andmembersshouldconsidermembership

three major variants

surveys where the respondent has, or is in the process of, voluntarily joining a panel for market research purposes • Thesign upprocess-describetheregistrationprocess.• Thepanel database-describeinformationthatisstoredforpanel

management,controlandsampleselection• Frequency of contact-Givesomestatementofhowoftenorforhowlong• passwordidentitysystem-ifitisuseddescribehowitworksandthesecurityitoffers.• opt in and opt outpoliciesforcommunicationsotherthansurveyssuchaspanelmaintenanceorrewardschemes.Statewhatcommunicationswillbesent,whichareoptionalandclarifyanypotentialcommunicationsforthirdparties.• reward-explainanyrewardschemeandifthisformsthebasisforacontract.

surveys where the research agency has been given or has acquired a list of e-mail addresses in order to send invitations to participate in a survey• source of information-clearstate-mentofwherethee-mailaddresscamefromorthatthiswillbeincludedintheinformationgiveninthesurveyitself.Also,ifalisthasbeenprovided,statethatthelistproviderhasverifiedtotheresearchagencythattheindividualslistedhaveareasonableexpectationthattheywillreceivee-mailcontact.• spamming-willnotknowinglysende-mailtopeoplewhohavenotconsentedtohelpinginresearch.Mayincludemechanismforremovingyour



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namefromfuturesurveysornotifyingtheproviderofthee-maillist.• password identity system-ifitisuseddescribehowitworksandthesecurityitoffers.• stop and startinterviewprocess–ifthisispossibleexplainhow,andanyinformationstoredtoallowit.

intercept surveys where the respondent is selected as a 1 in n sample of visitors to a web site • explain intercepttechnique-randomselection.• password identity system-ifitisused,describehowitworksandthesecurityitoffers.• stop and startinterviewprocess–ifthisispossible,explainhow,andanyinformationstoredtoallowit.• invisible processing–describeanyinvisibleprocessingusedtomaketheinterceptorre-directrespondentstothesurvey.

example privacy statement

NameOfCompanywouldliketothankyoufortakingpartinthisgenuineMarketResearchsurveyaboutGeneralDescriptionOfTheSurvey.Wearenottryingtosellorpromoteanything.Thisisamarketresearchsurveyusingscientificmethodsandwepromisethat,inobtainingyour

co-operation,wewill not misleadyouaboutthenatureoftheresearchortheuse,whichwillbemadeofthefindings.

TheanswersyougiveuswillbetreatedasConfidentialunlessyouhavegivenyourconsenttothecontrary.Intherelativelyfewinstanceswhereweaskyouforpermissiontopassdataoninaformwhichallowsyoutobepersonallyidentified,wewillensurethattheinfor-mationwillbeusedonlyforresearchpurposes.Wewillnotsendyouunsolicitedmailorpassonyoure-mailaddressestoothersforthispurpose.Ifwewanttosendyoufuturee-mail,wewillaskyourexplicitpermissionforthis.

Aswithallformsofmarketandopinionresearch,yourco-operationisvoluntaryatalltimes.Nopersonalinformationissoughtfromoraboutyou,withoutyourpriorknowledgeandagreement.Youareentitledatanystageoftheinterview,orsubsequently,toaskthatpartoralloftherecordofyourinterviewbedestroyedordeleted.Whereverreasonableandpracticalwewillcarryoutsucharequest.

Informationabouttheappropriatesampledetailstobeinsertedhere.

Wetryourbestnottointerviewchildrenwithoutfirstgettingthepermissionof



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theirparents,thoughwecannotalwaysguaranteethistobethecase.

Weusecookiesandothersimilardevicessparinglyandonlyforqualitycontrol,validationandtopreventbothersomerepeatsurveying.Youcanconfigureyourbrowsertonotifyyouwhencookiesarebeingplacedonyourcomputer.Youcanalsodeletecookiesbyadjustingyourbrowsersettings

Weautomaticallycaptureinformationaboutyourbrowsertypeinordertodeliveraninterviewbestsuitedtoyoursoftware.Wedonootherinvisibleprocessingofdatafromyourcomputer.

Ourwebsitehassecurity measuresinplacetoprotecttheloss,misuse,andalterationoftheinformationunderourcontrol.Onlycertainemployeeshaveaccesstotheinformationyouprovideus.Theyhaveaccessonlyfordataanalysisandqualitycontrolpurposes.Youcancontact usatemailaddress@company.comtodiscussanyproblemswiththissurvey.Youcanfindoutmoreaboutusatwww.ourwebsite.com.

3.5 data security

Researchersmustusethemostuptodatetechnologiestoprotectthepersonaldatacollectedorstoredon

websitesorservers.Especiallysensi-tiveorvaluableinformationshouldbeprotectedbyreliableencryptiontechnologies.

Ifthetemporarystorageofthedatacollectedtakesplaceonaserverthatisoperatedbyaprovider,theresearchagencymustplacetheproviderundertheobligationtotakethenecessarytechnicalprecautionstoensurethatthirdpartiescannotaccessthedataontheserverorduringdatatransfer.Temporarystorageofthecollecteddataontheservermustbeterminatedattheearliestpossibletime.

BeforedataissentovertheInternettoanothercountry,researchersmustcheckwithcompetentauthoritiesthatthedatatransferispermissible.Therecipientmayneedtoprovidesafe-guardsnecessaryfortheprotectionofthedata.

Researchersmusthaveadequatesafeguardsinplacetoensurethatwhene-mailsaresentinbatchestheaddressesoftherespondentsarenotrevealed.

ClientsmustbefullyinformedaboutthepotentialrisksofpostingdetailsofconfidentialinformationinInternetsurveys.



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3.6 reliability and validity

Aswithalltechniquesofdatacollectionalsointhecaseofonlinesurveys,thesamplemustbeselectedanddrawnonthebasisofscientificallyrecognisedmethodswhichareinlinewiththeresearchobjectives.

Inonlinesurveys–aswithallstudiesinmarketandsocialresearch–itisnecessarytodocumentfortheclient,howthetotalpopulationisdefinedandhowthesamplewasselectedanddrawn.Iftheselectionofrespondentswascarriedoutbymeansofarandomprocedure,theresponserateandthewayinwhichitwascalculated,mustbestated.Whenquotasamplingmethodsareused,thesources(asarule,secondarystatisticalsources)andthedistributionofquotacharacteristicsdeducedfromthemmustbestatedandthefulfilmentofthequotacharacteris-ticsmustbedocumentedintheformofatarget-actualcomparison.

Ifshortcomingsinthedefinitionofthetotalpopulation,intheselectionprocedure,intheresponserate(usingrandomsamplingmethods),orinthetarget-actualstructure(usingquotasamplingmethods)meanthattheresultsarenotrepresentativeoronlytoarestricteddegree,thenthismust

beexplicitlypointedout.Theweightingandproportionalisationmethodsusedmustalsobedocumented.

3.7 interviewing children and young people

ChildrenmaybefamiliarwithusingtheInternetbutresearchhasfoundthemtobenaïveandtrusting,happilydisclosinginformationaboutthemselvesortheirhouseholdswithoutrealisingtheimplicationsofdoingso.Parentgroups,consumergroupsandlegislatorsareparticularlyconcernedaboutpotentialexploitationofchildrenontheInternetanditisforthisreasonthatguidelinesplacegreaterburdensonresearchersthanwouldbethecaseinadultresearch.Researchersmustensurethattheprincipleofconsentismet,soifInternetresearchisconductedoutsidetheschoolenvironment,specialmeasuresmustbetakentoensureverifiableandexplicitconsent.

Consentmustbeobtainedfromaparent,legalguardianorotherresponsibleadult.

Anoticetoparentorguardian,seekingtheirconsentfortheirchildtobeaskedtoparticipateintheresearch,mustbepostedonthewebsiteore-mailedtoaparent.



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Thisnoticeofconsentmustinclude:

• Aheadingexplainingthatthisisanoticeforparents.• Theidentityoftheclient(alwaysifsamplingfromcustomerdatabases,onlyifthismethodologicallyappropriateinothercases).• Nameandcontactdetailsoftheagency/agencies.• Thenatureofthedatatobecol-lectedfromthechild.• Anexplanationofhowthedatawillbeused.• Anexplanationofthereasonsthechildhasbeenaskedtoparticipateandthelikelybenefits.Adescriptionoftheprocedureforgivingandverifyingconsent.• Arequestforaparent’scontacte-mailaddress,addressorphonenumberforverificationofconsent.• Wherepersonalinformationcollectedfromchildrenwillonlybeusedforresearchpurposesandnopersonaldatawillbepassedonforanyotherpurpose,areturne-mailfromparentorguardiangivingtheirconsentisacceptable,aslongasadditionalstepsaretakentoensurethattheconsentactuallycamefromaparent–forexample,followingupwithane-mail,letterorphonecall.Itispermissibletoaskchildrentoprovidecontactdetailsfortheirparentsinorderforconsent

tobesoughtaslongisthispurposeismadeclearintherequestforinformation.Priorparentalconsentwillnotberequiredto:

• Collectachild’sorparent’se-mailaddresssolelytoprovidenoticeofdatacollectionandrequestconsent.• Collectachild’sageforscreeningandexclusionpurposes.Ifthisscreeningleadstothedecisionthatachilddoesqualifyforinterview,parentalconsentmustthenbesoughttocontinuewiththeinterview.

Unsolicitede-mailcommunicationsmustnotbeaddressedtochildrenwithoutverifiableandexplicitpriorconsent.

Personalinformationrelatingtootherpeople(forexample,parents)mustnotbecollectedfromchildren.Alldataprotection,privacypolicy,consentandothernoticesmustbecapableofbeingunderstoodbychildren.

Questionnairesonwebsitesaimedatchildrenmustrequireachildtogivetheiragebeforeanyotherpersonalinformationisrequested.Iftheagegivenisbelowthenationallyagreedthresholddividingchildfromadult,thechildshouldbeexcludedfromgivingfurtherpersonalinformationuntiltheappropriateconsenthasbeenobtained.



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Anoticetochildren,informingthemoftherequirementforconsentmustbeshownatthepointwherepersonalinformationisrequested.Thisnoticeshouldbeclearandprominentandmustincludeanexplanationofthesubject.Whererequiredtheymustalsorefertothefactthatconsentwillbeverified.

3.8 unsolicited e-mail

Thegeneralprincipleofthissectionisthatsurveyresearchorganizationswillnotuseunsolicitede-mailstorecruitrespondentsforsurveys.

Researchorganizationsarerequiredtoverifythatindividualscontactedforresearchbye-mailhaveareasonableexpectationthattheywillreceivee-mailcontactforresearch.SuchagreementcanbeassumedwhenALLofthefol-lowingconditionsexist.

1. Asubstantivepre-existingrelationshipexistsbetweentheindividualscontactedandtheresearchorganization,theclientorthelistownerscontractingtheresearch(thelatterbeingsoidentified);2. Individualshaveareasonableexpectation,basedonthepre-existingrelationship,thattheymaybecontactedforresearch;

3. Individualsareofferedthechoicetoberemovedfromfuturee-mailcontactineachinvitation;and,4. Theinvitationlistexcludesallindi-vidualswhohavepreviouslytakentheappropriateandtimelystepstorequestthelistownertoremovethem.

Researchorganizationsmustnotuseanysubterfugeinobtaininge-mailaddressesofpotentialrespondents,suchascollectinge-mailaddressesfrompublicdomains,usingtechnologiesortechniquestocollecte-mailaddresseswithoutindividuals’awareness,andcollectinge-mailaddressesundertheguiseofsomeotheractivity.

Researchorganizationsmustnotusefalseormisleadingreturne-mailaddresseswhenrecruitingrespondentsovertheInternet.

Whenreceivinge-maillistsfromclientsorlistowners,researchorganizationsmusthavetheclientorlistproviderverifythatindividualslistedhaveareasonableexpectationthattheywillreceivee-mailcontact,asdefinedabove.

Itwouldbegoodpracticeifresearcherskeptcopiesofe-mailsandotherdocumentsreceivedfromrespondentsagreeingtoorrestrictingtheuseoftheirinformationortheirbeingaccessed.



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4. internet access panels

guideline on internet access panels

Internetaccesspanelsarebeingusedmoreandmoreofteninmarketresearchsurveys.TheadvantagesofthismethodofsamplingandquestioningaresuchthattheuseofAccesspanelsissettoincreaseconsiderablyintheyearsahead.However,therapidgrowthofthisapproachtosamplingbringswithitanumberofpotentialimplications.Atpresentthemarketislargelyunregulatedanditisoftendifficulttofindoutexactlywhatqualitystandards,ifany,arebeingappliedinsamplingandrecruitingofpanelmembersandhowtheyaremaintained.

ESOMARbelievesthatthebestinterestsofrespondents,researchbuyersandresearchsupplierswillbemetbydevelopingactivelymanagedaccesspanels.Eachshouldbeapermissiondatabasemanagedinordertodevelopamutualandtrustedrelationshipbetweenthepanelownerandpanelmembers.Thefollowingsectionsprovideguidelinestopanelownerswhowishtobuildactivelymanagedpanels.Theycoverrecruitment,projectmanagement,panelmonitoring,panelmaintenanceanddataprotection.

Inmanyoftheseareastheguidelinesdefinethesetofmanagementpoliciesthatthepanelownershouldhaveinplace,whilenotdictatingtheexactdetailoftherecommendedpolicy.FuturedevelopmentsoftheISOstandardsformarketresearchmaydefinemoreexplicitpoliciesthatparticipatingcompanieswillimplementintheiroperatingprocedures.

panel recruitment

1. Panelmembersmustbetoldthattheyareamemberofapanelandbeaskedtovoluntarilyandactivelyindicatethattheywishtobeonthepanel.Adoubleopt-inrecruitmentprocessisrecommendedparticularlywhererespondentsarerecruitedonline.Thisprocedurerequirestherespondenttoinitiateanapproachtothepanelowner,thepanelownerrepliesconfirmingthepaneldetailsanddoublechecksthattherespondentiswhotheyseemtobeandthattheydowishtojoin.Therespondentthenrepliestocompletethedoubleopt-inandjoinsthepanel.

Theremaybecircumstanceswhenthepanelowneralreadyhase-mailaddressesforpotentialpanellists,whereasimplifiedopt-inprocessisacceptable.Thiswouldstartwithane-mailfromthepanelownerfollowedby



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thepanelmemberreplyingorvisitingawebsitetoenrol.Thepanelownershouldretaindocu-mentaryproof(eitherhardcopyorelectronic)ofeachpanelmember’sagreementtojointhepanel.

2. Thesizeofthepanelshouldbestatedhonestlyandbebasedonthenumberofindividualswhohavepersonallyjoinedthepanel.Eventhoughthepanelownermighthavedataonotherhouseholdmembersinpanellists’homes,thepanelsizeshouldnotbecalculatedtoincludeadditionalhouseholdmemberswhohavenotactivelyjoinedthepanel.

Theclaimedsizeofthepanelshouldbebasedonactivepanelmembers(seePanelMaintenancepoint1below)

3. Thepanelownershouldretaindocumentaryproofofhoweachpanelmemberswasrecruited-fromwhattypeofsourcetheirnameande-mailaddresswasobtainedincluding,whererelevant,thewebsitefromwhichtheywereinvitedtojointhepanel?Inparticular,respondentswhohavebeenactivelyrecruitedthroughatraditionalsamplingapproachandinvitedtojointhepanelshouldbeidentified.Anoverallanalysisoftypeofrecruitmentsourcefortheactivepanelorforanysampledrawnfromitshouldbeavailableto

potentialbuyers.Panelownersmayprotectcommerciallysensitiveinformationabouttheexactsourcesused.

4. Thepanelownershouldhavedocu-mentedproceduresforcheckingthatnewpanelmembersarenotalreadypanelmembersandtherebyavoidduplicationinthepanel.

5. Onrecruitmentallpanelmembersshouldprovideasetofbasicdescrip-tiveinformationaboutthemselvesinorderthattherepresentativenessofthepanelcanbeassessedandthattargetedorstratifiedsamplecanbedrawn.

6. ESOMARdoesnotprescribeamandatoryminimumsetofbackgroundvariablesthatshouldberecordedabouteachactivepanelmember.However,thefollowingvariablesallhavevaluablerolesinstrategiestoavoidduplicationorclarifyindividualidentity,stratificationofsamplesforresearchprojects,andweightingstrategiestocounterheavyuserbias:

•Sex•Levelofeducation•Householdsize•Region•Location(postalcode+housenumber)•Age(dateofbirth)



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•Presenceofchildreninhousehold•Workingstatus•Weightofinternetusage(hoursperweek)•Typeofinternetaccess

Panelownersshouldhaveapublishedlistofbackgroundvariablesforwhichdataareavailablefromallpanelmembers.

7. Allpanelmembersmustbegivenaclearandunambiguousguaranteethattheaccesspanelisusedsolelyforthepurposeofconductingmarketresearchsurveys(i.e.therewillbenoattempttosellproductsorapproachpanelmembersfortelemarketingoranyotherformofmarketingactivity).

project management

1. Panelownersshouldhaveaclearlydefinedlistofdataaboutpanelliststhatcanbeusedinthedefinitionofasampletobeselectedfromthepanel.Thislistshouldincludebothbackgroundvari-ablesprovidedbyallpanelmembersanditemsofpanellisthistorysuchasrecencyofselectionforapreviousprojectandco-operationhistory.

2. Panelownersshouldprovidetoclientsaclearandhonestdescriptionofthenatureoftheirpanel-thepopu-lationitcovers-andbetransparent

aboutpartnershiparrangementswithotherpanelowners.

3. Panelownersshouldhaveapublishedpolicyabouthowfrequentlytheyselectindividualpanelmemberstoparticipateinsurveys.

4. Panelownersshouldhaveaclearlystatedpolicyaboutthemaximumnumberofresearchprojectsforwhichapanelmemberwillbeselectedtoparticipateinanygivenperiodoftime.

5. Panelownersshouldhaveaclearlydefinedlistofinformationthatcanbeusedtoexcludepanellistsfromselectionforaprojectsample.

6. Panelownersshouldhaveaclearlydefinedpolicyonhowtheyrewardpanellists.Theresearchbuyershouldbeinformedoftherewardmethodtobeusedontheirproject.

7. Panelownersshouldprovideacomprehensiveresponseanalysisattheendofeachsurvey.Thisshouldalsoincludeacopyofthesolicitatione-mailsenttopanelmembersandthefullwordingofanyscreeningorintroductoryquestionsputtopanellistsbeforethemainsurveystarted.



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ESOMARrecommendsthefollowingcontentinaprojecttechnicalsummary:

•Originalinvitetext(s)•Date(s)ofinvites(date(s)ofreminder(s)•Dateofclosingfieldwork(daysinfield)•Panelused(proprietaryorthirdpartandamounts)

Responsebasedonthetotalamountofinvites(%orfullnumbers)persampledrawn(country,questionnaire).•%questionnaireopened•%questionnairecompleted(includ-ingscreen-out)•%intargetgroup(basedonquota’s)•%validated(restiscleanedout,ifapplicable).

Ashortdescriptionofhowtheresponseandtheprojectrelatetothestandardcriteria,isitlessormorethanusualandanypeculiaritieswiththesurvey?

8. Panelownersshouldhavedocu-mentedprocedurestoensurethatapanelmembercananswerasurveyforwhichtheyhavebeenselected,onlyonce.

panel monitoring

1. Panelownersshouldkeepdetailedrecordsforeachpanelmemberof:•Theresearchprojectsorsurveysforwhichtheyhavebeensampled•Thenatureofthepanellist’sresponsetoeachprojectorsurvey

Therecordsshouldbestoredinsuchawaythatitiseasytodetermine:•Whenapanellistwaslastselectedforasurvey•Whenapanellistlastco-operatedwithasurvey•Thenumberofsurveysthepanellisthascompletedinanygivenperiodoftime.

2. Panelownersshouldcalculateregularlyandbeabletomakeavailabletopotentialclient’skeydataabouttheirpanelincluding:•Averagenumberofprojectsselectedfor,perpanellistperperiod•Maximumnumberofprojectsselectedfor,perpanellistperperiod•Averagenumberofcompleteques-tionnairesperpanellistperperiod

3. Wherepanelownersadoptanelectronicstoragesystemthatallowsallresponsesgivenbyarespondent(acrossmanysurveys),alldatacollectedexclusivelyonbehalfofaclientmustbe



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treatedasconfidentialandmaynotbeusedinthefutureonbehalfofasecondclienteitherintheselectionofsampleoranalysisofdata.Dataownership,andtheassociatedresponsibilitiestorespon-dents,maybechangedbycontractualagreementbetweenpanelownerandclientinadvanceofdatacollection.

4. Panelownersshouldhaveaclearandpublishedpolicyaboutvalidationchecks.Theyshouldmaintainrecordsofanycheckstheycarryouttovalidatethatthepanelmemberdidindeedanswerasurvey.

panel maintenance

1. Panelownersshouldhaveaclearandpublisheddefinitionofanactivepanelmember.Thesizeoftheactivepanelwillnormallybelowerthanthetotalnumberofpanellists.ESOMARrecommendsthefollowingdefinitionbutthefinaldefinitionrestswiththepanelowner:

Anindividualpanelmemberwhosesetofbackgroundvariablesarecompleteanduptodate(seepoint3below)andwhointhepreceding12monthshaseither:a. Joinedthepanelfollowingproce-duressetoutinthePanelRecruitmentsectionabove.

b. Co-operatedbycompletinganonlinequestionnaire(includingreplyingtoascreener)c. Indicatedtothepanelownerthattheywishtoremainamemberofthepanel

2. Panelownersshouldregularlyremovefromthepanelnon-activemembers.Eachpanelmember’srecordofparticipationshouldbereviewedregularlyandthepanelownershouldhaveclearlydefinedrulesforwhentoremovepanellistsasnon-activebasedontheirco-operationhistoryintheprecedingperiod.Panelmembers,whoappeartobeinactivebecausetheyhavenotbeenselectedforasurveysincethelastreviewoftheirstatus,shouldbecontactedinordertoconfirmtheirwillingnesstocontinueaspanelmembers.

3. Panelownersshouldhaveaclearlydefinedpolicyonhowfrequentlypanelmemberswillbeaskedtoupdatetheirbackgroundinformation.Thispolicyshouldalsodefinewhetherornotchangesincircumstancesdiscoveredduringsurveyprojectswillberecordedinthedatarecord.

4. Panelownersshouldhaveaclearlydefinedpolicyonhowlongtheywillallowanactivepanellisttoremainon



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thepanelbeforetheyareremovedandreplacedbynewpanelmembers.

privacy/data protection

1. Thepanelmustbemanagedinaccordancewithlocaldataprotectionlawsand,iflegallyrequired,shouldberegisteredwiththeappropriateauthority.

2. Panelmembersmust,ontheirrequest,beinformedwhichpersonaldatarelatingtothemaretobestored.Anypersonaldatathatareindicatedbypanelmembersasnotcorrectorobsoletemustbecorrectedordeleted.

3. Panelmembersmustbegivenasimpleandeffectivemethodforleavingthepanelwhenevertheychooseto.Panelmemberswhohavestatedthattheywishtoleavethepanelmustnotbeselectedforanyfurthersurveysandmustberemovedformthepanelassoonaspracticable.

25 Questions to help research buyers

Theuseofinternetaccesspanelsforsamplingandquestioningisarela-tivelynewresearchtechnique.Itwilltakesometimebeforeuniformqualitystandardscanbedefinedandadoptedacrosstheindustry.Intheearlystagesofamethodologicaldevelopmentthere

willbemanydifferentapproachesattemptedbyresearchsuppliers.Researchbuyerswhowishtogetamorethoroughunderstandingofthemethodologyofferedbyaresearchprovidercanusethefollowingsetof25questionsasthebasisofadiscussionofmethodology.

Reputablesupplierswithestablishedmethodologiesandactivepanelmanage-mentpolicieswillbeabletoprovideanswerstothesequestions.Thedecisiontogoaheadornotcanthenbemadeonaninformedunderstandingoftheapproachbeingofferedanditslikelyquality.

1. Isitanactivelymanagedpanel(nurturedcommunity)orjustadata-base?

2. `Truthfully’howlargeisit?

3. Whatisthepercentageof`active’membersandhowaretheydefined?

4. Wherearetherespondentssourcedfromandhowaretheyrecruited?

5. Havemembersclearlyopted-in?Ifso,wasthisdoubleopt-in?

6. Whatexactlyhavetheybeenaskedtoopt-into?



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7. Whatdopanelmembersgetinreturnforparticipating?

8. Isthepanelusedsolelyformarketresearch?

9. IsthereaPrivacyPolicyinplace?Ifso,whatdoesitstate?

10. Whatresearchindustrystandardsarecompliedwith?

11. Isthepanelcompliantwithallregional,nationalandlocallawswithrespecttoprivacy,dataprotectionandchildrene.g.EUSafeHarbour,andCOPPAintheUS?(Providehotlinksforreference)

12. Whatbasicsocio-demographicprofileinformation,usership,interestsdata,etc.iskeptonmembers?

13. Howoftenisitupdated?

14. Inwhatotherwayscanusersbeprofiled(e.g.sourceofdata)?

15. Whatisthe(minimumandtypical)turn-aroundtimefrominitialrequesttofirstdeploymentoftheemailstoactivateastudy?

16. Whatarelikelyresponseratesandhowisresponseratecalculated?

17. Areorcanpanelmemberswhohaverecentlyparticipatedinasurveyonthesamesubjectbeexcludedfromanewsample?

18. Isaresponserate(overandabovescreening)guaranteed?

19. Howoftenareindividualmemberscontactedformarketresearchoranythingelseinagiventimeperiod?

20.Howisthesampleselectionprocessforaparticularsurveyundertaken?

21. Cansamplesbedeployedasbatches/replicates,bytimezones,geography,etc?Ifso,howisthiscontrolled?

22.Isthesamplerandomizedbeforedeployment?

23.Canthetimeofsampledeploymentbecontrolledand,ifso,how?

24.Canpanelmembersbedirectedtospecificsitesforthesurveyquestion-nairetobeundertaken?

25.Whatguaranteesaretheretoguardagainstbaddatai.e.respondentcheatingornotconcentrating/caringintheirresponses(e.g.clickhappy)?



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5. sourCes used in CoMpiLing guideLines

Coppa–Children’sOnlinePrivacyProtectionActdMa–CodeofPracticeforCommer-cialCommunicationstoChildrenOnline(German)GuidelinesforOnlineSurveys–adM, asi, BVM. dgoFCasro–CodeofStandardsandEthicsforSurveyResearch,SectionI.B.3.InternetResearchhttp://www.esomar.org/index.php/associations.htmlMrsGuidelinesforResearchingChildrenandYoungPeople

6. Links to nationaL researCh assoCiation inForMation

Youcanfindafulllistingofnational research associationsattheESOMARwebsite.Manynationalassociationshavetheirownadditionalguidelinesoninternetresearchanddetaillocalrequirementsreflectinglegislativerequirementsintheircountry.http://www.esomar.org/index.php/associations.html

7. iMportant deFinitions

definition of internet research internet research is defined as research in which a respondent – either on a single occasion or as part of a panel:•CompletesaquestionnaireonlineviatheInternetonaserverbelongingtotheresearchagencyoraprovider•DownloadsaquestionnairefromaserverontheInternetandreturnsitbye-mail,or•Receivesthequestionnaireincorpo-ratedintoane-mailandreturnsitinthesamewayor•Participatesinanonlinequalitativeinterviewordiscussion.•Ortakespartinameasurementsys-temwhichtrackswebusagebysuchmeansasspecialistsoftwareinstalledontheuser’sp.c.TheseguidelinesalsoapplytoresearchconductedviaWAPand3rdgenerationtechnology,thoughwhencollectingdatainthisway,specialcaremustbetakentoensurethatitisconvenientandsafefortherespondenttoproceed.

definition of internet access panel

Asampledatabaseofpotentialrespondentswhodeclarethattheyarewillingtoreceiveinvitationstoparticipateinfutureinternetinterviews




http://www.esomar.org/index.php/associations.html

http://www.esomar.org/index.php/associations.html

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ifselected.Normallyaminimumofdemographicdataareavailableforeachrespondentsoeffectivesampleselectioncanbecheckedbypopulationparameters,andifmoredataonpoten-tialrespondentsareinthedatabase,thentargetedsamplescanbeselected.Continuouslyreportingpanels(e.g.TV-rating-panels,consumer-panels)arenotcoveredbythedefinitionofAccessPanel.

notes:

1ICC/ESOMARCodesandGuidelinesarealwayssubordinatetoexistingnationallaw.Thereiscurrentlynointernationalunanimityastowhethercountryoforiginorcountryofdestina-tionappliestoresearchontheInternet.)

2Theguidanceinnon-Internetsitua-tionsisthatclientidentity(ifsamplingfromcustomerdatabases)canbegivenatanappropriatepointduringtheinterview.ThatisdifficulttocontrolinInternetresearchwheretherespondentcanwithdrawatanypointbutstillhastherighttoknowthesourceofhis/hercontactdetails.Bestpracticeinthesecircumstanceswouldbetonametheclientatthestartofthequestionnaire.Ifthisislikelytobiasresponse,thentheclientmustbeidentifiedasearlyaspossibleinthequestionnaire.)

August2005



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Tel +31 20 664 2141Fax +31 20 664 2922



www.esomar.org

ESOMARistheworldorganisationforenablingbetterresearchintomarkets,consumersandsocieties.

With4,500membersin100countries,ESOMAR’saimistopromotethevalueofmarketandopinionresearchinilluminatingrealissuesandbringingabouteffectivedecision-making.

Tofacilitatethisongoingdialogue,ESOMARcreatesandmanagesacomprehensiveprogrammeofindustry-specificandthematicconferences,publicationsandcommunications,aswellasactivelyadvocatingself-regulationandtheworldwidecodeofpractice.



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