This paper is mostly about the future of face-to-face interviewing. My thesis is that we will see two revolutions in the methodology of data collection in this area before the end of the century which I shall call the 'CAPI' and the 'HAPPI' revolutions (the latter would cover telephone interviewing as well). I would like to describe how each of these is likely to come about and then discuss some of the implications for the structure and conduct of research. Whilst I will be basing most of my argument on the situation in the UK there is no reason why most of what I have to say should not apply in much of the rest of Europe and possibly beyond.
The thesis of the paper is that within the next decade we are likely to see two revolutions in data collection for market research surveys that are currently conducted by face-to-face interviews. The first part of the paper concerns the CAPI revolution (Computer Assisted Personal Interviewing). It describes the story so far, the impetus for the revolution in the UK, and the implications for research which it will bring with it. The second part of the paper concerns the HAPPI revolution (Home-based Active Passive Personal Interviewing) the path of which is less certain. HAPPI is defined as the replacement of interviewers entirely by technology for research that is currently conducted either face-to-face or by telephone. The impetus for the revolution lies in a combination of circumstances involving technological developments, social factors and research methodology considerations. These are discussed together with the implications for research when the HAPPI revolution occurs.
This paper is a case history setting out what we have learned from a major programme of research into public knowledge, attitudes and behaviour in relation to the disease AIDS, with the emphasis on research methodology. The research was commissioned by the British Government in relation to its programme of public education and publicity. The paper is in seven sections.
This paper, prepared jointly by a client company, an advertising agency and a research agency, is designed to demonstrate the contribution of a major programme of research to policy decisions in the area of the corporate communications of a worldwide marketing company, in relation to its operations in the UK. It is in three parts.
The paper attempts to provide an overview of how the recent recession has affected professionalism in Market Research in the UK. It is in five main sections.
The main body of the paper is concerned with the research programme that was mounted in relation to the £2½ million campaign, 'Britain at its Best', which can be regarded as one of the most successful corporate-image advertising campaigns ever undertaken in Britain. The design of the research programme and the results observed are discussed in relation to the answers to three questions: Is it likely to work? What effect has it had? What are the implications for the future?. The final part of the paper returns to the conference theme of 'Research for Profitability' and outlines five major ways in which BP has profited significantly from this research programme.
This paper presents a detailed case history of the 1976/77 advertising campaign to persuade people in Britain against drinking and driving. It deals firstly with the background to the campaign and the role of research in its development. The main body of the paper then deals with the evaluation of the campaign covering general considerations, the research methodology, research results and accident statistics, and the impact of the research on the 1977-78 campaign. Following this there is a detailed discussion of a methodological experiment on quota versus random sampling techniques that was incorporated into the research design. A short final section points conclusions to be drawn from this case history in relation both to aspects of the evaluation of campaigns of social persuasion.
The Central Office of Information is a common service agency which prepares publicity for many Government Departments. The paper is concerned with one part of the C.O.I's activity, namely the mounting of advertising campaigns on matters of social persuasion, and specifically the role of research in evaluating the effectiveness of such campaigns, where the aim is a behavioural change on the part of the target audience.
This paper examines the market research profession in Britain from two view points: who we are at present and how we provide for the continuation of the species.
This paper deals with two case histories. The first is a study of the market (in Great Britain) for maps and was designed to measure details of the existing map population, the uses to which it is put and by whom. The second is a study of transport demand in rural areas in Britain and set out to explore the current pattern of demand for passenger transport services, the means by which it is being met, the extent of real needs which are not currently met and the availability of alternatives.