This paper illustrates problems which can face the traditional questionnaire approach to data collection, particularly where informants either do not know the answers or can unintentionally mislead, and where the interviewer, however well briefed, cannot discover the correct information. References are made to the smooth floor covering market in the UK, where these, and other problems, face the researcher using traditional methods. A different approach, using simple photography, is outlined and the dramatic effects on the data collected are demonstrated. The paper goes on both to generalise as to the potential role the camera can play as a data collection vehicle in market research and specifically suggests certain markets and problems which the camera seems uniquely able to tackle.
The paper describes the central role which research has played in the development and evaluation of a possible new product structure for British Airways services between the UK and Europe. The airline was carrying out a major review of its marketing strategy on European routes. One of the main aims was to improve the competitive position of scheduled services, ensuring that the product range and pricing structure matched the needs of the market. The initial research indicated that a simple two product strategy: Expressair and Poundsaver, would reflect the basic travel needs of the market. Research was then carried out to test the acceptability of these new concepts, and to indicate the amount and type of traffic which they might attract. The paper outlines the problems (and some solutions) in the design, execution and interpretation of this research.
The paper is concerned with the development and modification of techniques to assist in the redefinition of housing standards in England and Wales. The paper primarily reports on original research which has been conducted to assist in this redefinition using people's own views of what is, and is not, relevant in redefinition.The paper reports on qualitative and multi-stage pilot work which was conducted. Out of this was developed a game which respondents played on behalf of themselves and their family.