Report of the activities for the years 1962-63.
IUOTO, through its Research Commission, has always recognised the importance of research in international travel. In this era of rapid expansion in international movement there have been changes in travel habits, substantial investment in means of transport, accommodation, resort equipment and other visitor amenities, together with considerable expenditure in promotion and marketing. An expanding industry operating in a mass market needs economic research. This is particularly true of travel where co-operative operation is essential. Each of the industries or trades servicing the traveller usually provides one type of service or only one component of the product, and is then dependent on traffic being attracted to the area of operation for reasons other than the quality or attractiveness of this component. Governments, conscious of the importance of tourism to their economies, are much involved in promotion and development of international travel.
This study is of very much wider interest than the title might suggest. Although the study was in fact a critical investigation of the methods currently used in the National Readership Survey conducted in the United Kingdom by the Institute of Practitioners in Advertising, it also represents one of the most important and insensitive investigations ever undertaken into the structured personal interview, the basic technique of most market research.
The present Yearbook will give further illustrations of some of the tendencies signalled last year.
My purpose is to show that, in public opinion research, we must find the right formulation of questions and derive the right conclusions. Let me explain this with a few concrete questions. In Germany there is a lot of talk about prosperity, but attitudes vary greatly.
My purpose is to show that, in public opinion research, we must find the right formulation of questions and derive the right conclusions. Let me explain this with a few concrete questions. In Germany there is a lot of talk about prosperity, but attitudes vary greatly.