The problem with noise is it is so subjective. What I may find tolerable another may not. Plus the case itself will have just as much effect as the cooler’s fan in most examples. Unless your testing on an open bench, which is something I prefer reviewers to avoid.
1. Noise isn't as subjective as you think. Disliked noise is generally tonal, higher pitched, and have "spikes." They can be visualized using spectrum analysis. Overall sound volume can be measured using perceived noise curve, or weighted sound level meter, etc. They can be observed to be "disliked." SEE SPCR fan reviews.
2. We are comparing baseline performance, and generally, it is for the purpose of comparing classes of coolers so we can choose which one to put in our SFF case. It doesn't really matter that the case will affect the coolers. You generally want the biggest and best performing cooler you can fit in there, with enough clearance above it to avoid turbulence.
commonly divided classes of coolers:
sub 47mm - For dancase, S4, chopin, etc
58mm - Node 202, RVZ02, etc
60+ mm - All other cases