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Research papers

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

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...

Catalogue: Seminar 1988: Media And Media Research
Authors: Peter A. Rusby, Brian Shields
June 15, 1988

Research papers

Some problems in multi-country advertising research

In this paper I will describe two multi-country advertising research studies which have been carried out by my company during the past three years. These studies have highlighted a number of problems and have taught us some lessons about how to...

Catalogue: Seminar 1971: Multi-Country Research
Author: Peter A. Rusby
Company: ESSO
June 15, 1971

Research papers

A reassessment of the role of the pre-test in advertising research

What I would like to do is to suggest that ad pre-testing (or "copy-testing") techniques can be simplified considerably and their efficiency greatly improved by a reassessment of the role which the pre-test should play in improving the effectiveness...

Catalogue: Seminar 1966: The Role of Market Research In The Creation of Advertising
Author: Peter A. Rusby
June 1, 1966

Research papers

Research into housewife shopping patterns in Great Britain

The purpose of my paper is to discuss certain research, with which I have recently been concerned, into housewife shopping patterns in Great Britain. By shopping patterns, I mean the number and types of shops which the housewife uses to buy different...

Catalogue: ESOMAR Conference 1962: Research Into Certain Advertising Problems
Author: Peter A. Rusby
June 15, 1962