Abstract:
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.
Research Papers
Multi-country readership research in Europe
Catalogue: Seminar 1988: Media And Media Research
Author: Michael D. Ryan
 
June 15, 1988
Research Reports
Strategy development for British Caledonian Airways 1977/78 advertising campaign
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
June 1, 1977
Research Reports
Business traveller cards
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
September 27, 1973
