Measuring a multi-country specialist audience: The international air travel survey

Date of publication: June 15, 1988


Frequent international air travellers are, by their very nature, very difficult to research using in-home or in- office survey techniques. The International Air Travel Survey (IATS) was developed two years ago as a means of effectively researching this important international group of consumers. While the survey was not specifically designed as a media survey initially it has been shown to have considerable value in measuring international media readership and is now sponsored by the International Herald Tribune and Newsweek International. This paper describes the way the survey was developed and the differences in sampling methodology compared with other surveys. It also presents results from the latest IATS, based on over 30 respondents, and discusses the ways in which it can be used for media planning.

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