This paper describes work that has been carried out to empirically demonstrate the benefits of multi-media CAPI interviewing to the advertising process and to brand management. It draws on both previously published research and new research.
The purpose of the paper is twofold: firstly to describe the problems involved in conducting research, and particularly continuous research, among a highly mobile minority group: and secondly to consider the techniques of continuous advertising tracking research, and how these can be successfully applied to monitor advertising effectiveness in the travel sector.