MRUC updates Code for Self Regulation for use of IRS data
Media Research Users Council (MRUC) has made a few updates in its Code for Self Regulation for use of India Readership Survey (IRS) data.
The updated clauses are as follows:
Page No. 4 of the IRS Code of Self Regulation:
d. Comparisons between quarterly IRS reports
The IRS quarterly reports are based on the principle of Moving Average Totals, wherein the data over the immediate 3 preceding quarters of fieldwork are aggregated along with the latest quarter of fieldwork, to provide an annual estimate over 4 successive quarters. For illustrative purposes, IRS Q4 2019 Report will comprise of data collected over the fieldwork period of Q1 2019 (November 2018 – April 2019) + Q2 2019 (April 2019 – July 2019) + Q3 2019 (August – November 2019) + Q4 2019 (December 2019 – March 2020).
The IRS Q3 2019 Report will comprise of data collected over the fieldwork period of Q4 2017 (August 2017 – December 2017) + Q1 2019 (November 2018 – March 2019) + Q2 2019 (April 2019 – July 2019) + Q3 2019 (August – November 2019).
As such, subsequent Quarterly reports of the IRS study cannot be used to arrive at a combined average estimate. For illustrative purposes, estimates published respectively in IRS Q1 2019, IRS Q2 2019, IRS Q3 2019 and IRS Q4 2019 reports cannot be averaged to represent a derived estimate for full year 2019. The Subscriber should not present data which is averaged over subsequent IRS reports, but treat each individual report as an annualised estimate of the immediate previous 4 quarters of fieldwork.
e. Any derivative work done by subscribers using IRS data
Any estimates derived by subscribers on their own, using published IRS data and used for public communication, should clearly highlight the fact that the said estimates are derived independently by the subscriber, and MRUCI will not be held accountable for the accuracy of the same. It is strongly recommended that before publishing any such derived estimates, subscribers should verify the same with MRUCI. MRUCI shall be obliged to inform all their members/ subscribers if they are not in agreement with the numbers independently derived by the subscribers, and this may be further publicised by any member/ subscriber, as they desire.