The main premise put forth in this paper is that most problems related to research quality in fact come from within the profession. As a result, the research profession must accept total responsibility for research which is less than top quality. The research profession must also accept the challenge of "cleaning its own house" before economic pressures manifest themselves in an even further deterioration in the image and status of the profession and thus in the perceived quality of its work.
Much of the research effort so far undertaken in the tourism field by destination countries/areas has been directed towards establishing the type of people who visit the destination and the factors which influence their choice. This information is generally used to design advertising and other promotional campaigns to persuade more visitors to come. Too little attention has been placed in tourism research on investigating whether or not a destination area has reached a "saturation" level so that appropriate steps can be taken. The paper suggests that it may be very difficult to measure precisely whether or not a tourist destination has reached "saturation" point. Nevertheless it is possible to carry out some useful research, examining the availability, during the peak summer season of various facilities used by tourists and examine the attitudes of both residents and tourists, which will enable one to form a judgement on the question.
This paper analyses some of the main ways in which Burnett Life Style Research and Taylor Nelson Social Trends Research can be used to throw light on the nature of media audiences. This is done from a standpoint of providing insight into how media may need to change their strategy in order to maintain or gain a hold on key sub-groups, particularly the young. There is a discussion of the correlations that have been found by other investigators between psycho-graphic and related variables, and media exposure. An explanation is given of how Life Style and Social Trend analyses - both straightforward cross-tabulations, and some multivariate work (by A.I.D.) - bear on the problems of the future of media. Media exposure sub-groups are isolated, and contrasted in psychographic terms. The implications of these data for their varying needs and relationships with media are discussed.
This paper is concerned with the importance of a continuous relationship between client and research company. It argues that only by this means can the best be obtained for each separate "unit" of research: by an on-going relationship of this kind it is possible in ad hoc research to establish the best: -quality of service; - quality of frankness; - quality of communication; - quality of continuity. Market research will not get to the position it deserves until it is accepted as vital by senior management. This is, in turn, dependent on the fact that market research is believed: a continuous relationship between client and researcher will help to ensure that this is the case.
Since the theme of this Congress is the quality of research, I thought it might be a good idea to find out what some ESOMAR members think has been the contribution of ESOMAR Congresses, not just to the overall quality of research, but to the quality of their own personal work. This may well be a better measure of attitudes towards ESOMAR Congresses. We used both depth interviews and a mail questionnaire to develop our data. Together with two of my colleagues, Michel Haski and Derek Martin, we conducted ten depth interviews; two each in Italy, France, Germany, England, and the United States; and then mailed approximately 360 blank questionnaires to ESOMAR members who are users of marketing research and we received nearly a 25 percent response.
The purpose of this paper is to use the New Jersey Experiment (NJE) as a case study context in which to discuss the special problems social policy experimentation poses for the survey research community. Section I presents a brief overview of the NJE's purposes, design, and operations. Section II discusses problems and issues in measurement strategy and instrument design. Section III discusses issues in field operations, and Section IV discusses issues in response error, including validity, reliability, experimental effects and other methodological problems. Section V presents a summary and conclusion.
For more than 5 years, - since existence of the Institut fur Jugendforschung (IJF), Munich, - IJF has been using a questionnaire system which has demonstrated considerable advantages compared with customary opinion poll procedures, as regards costs, scheduling, and the guarantee that the marks representing the results of the survey are properly transferred for an accurate evaluation. The system is built around electronic data processing marking sheets. This paper describes the technical details of the new questionnaire system and summaries the experience the institute has gained in using it.
For more than 5 years, - since existence of the Institut fur Jugendforschung (IJF), Munich, - IJF has been using a questionnaire system which has demonstrated considerable advantages compared with customary opinion poll procedures, as regards costs, scheduling, and the guarantee that the marks representing the results of the survey are properly transferred for an accurate evaluation. The system is built around electronic data processing marking sheets. This paper describes the technical details of the new questionnaire system and summaries the experience the institute has gained in using it.
To what extent can drivers of private cars be won over to local public transport by cheap fares during the rush hour! Answering this question was the main task of the experiment NEAR-GRATIS-FARE. During the course of nine months, approximately 10.000 commuters in three towns in the Federal State of North-Rhine-Westphalia were able to use the buses and trams for a monthly fare of DM 12 (approx.£ 2.30). At the same time the effects of the cheap ticket were monitored in a comprehensive research programme. The main results were: 13,5% of commuters who had driven to work before the introduction of the NEAR- GRATIS-FARE changed over to going by bus/tram; 5,4% may be regarded as being "genuine converts"; they took advantage of the NEAR-GRATIS-FARE (NGF) regularly. However, as far as the largest part of motorists are concerned - non-converts" and reverting back from the NGF - the cheap ticket is not a convincing argument. The desire to be mobile and independent is stronger, the mobility factor not only being motivated by common sense. Accordingly, in view of existing conditions in public transport, the cheap ticket scarcely fulfils any justifiable function in matters pertaining to traffic: it leads by no means to a massive reduction in the amount of individual private cars in favour of local public transport.
To what extent can drivers of private cars be won over to local public transport by cheap fares during the rush hour! Answering this question was the main task of the experiment NEAR-GRATIS-FARE. During the course of nine months, approximately 10.000 commuters in three towns in the Federal State of North-Rhine-Westphalia were able to use the buses and trams for a monthly fare of DM 12 (approx.£ 2.30). At the same time the effects of the cheap ticket were monitored in a comprehensive research programme. The main results were: 13,5% of commuters who had driven to work before the introduction of the NEAR- GRATIS-FARE changed over to going by bus/tram; 5,4% may be regarded as being "genuine converts"; they took advantage of the NEAR-GRATIS-FARE (NGF) regularly. However, as far as the largest part of motorists are concerned - non-converts" and reverting back from the NGF - the cheap ticket is not a convincing argument. The desire to be mobile and independent is stronger, the mobility factor not only being motivated by common sense. Accordingly, in view of existing conditions in public transport, the cheap ticket scarcely fulfils any justifiable function in matters pertaining to traffic: it leads by no means to a massive reduction in the amount of individual private cars in favour of local public transport.
This paper shows the development and the volume of market research in a "biogram". This type of graph is commonly used in evolutionary theory and visualises how long it took a species or a profession, for that matter to reach the present state of development. It also provokes thoughts about the selection mechanism that has determined the course of evolution up to date. A comparison between the numerical importance of market research and its apparent importance in society reveals a great discrepancy. The number of market researchers or the turnover made in research is very much smaller than its image suggests. Under these circumstances it is extremely difficult to predict the profession a certain future. Instead of one prediction this paper outlines four different perspectives. While the paper itself intends to demonstrate some of the mechanisms behind the evolution of market research, the talk given at the Congress will concentrate on the different perspectives and try to determine their probability.