In 1990 Readers Digest commissioned a study on the economic and social life of seventeen countries across Europe - published in 1991 under the title Eurodata. The research was offered as a contribution of interest to marketers, government agencies, economic planners and academic researchers. Simultaneous to the European fieldwork, the Gallup Foundation (a trust founded in honour of Dr. George Gallup) sponsored a similar study in the United States. The questionnaire used in the US was virtually identical to that used in Europe - with just the removal of the questions relating to European Community membership - obviously irrelevant in the US. The work highlighted some interesting similarities and differences between the cultures and we believed that the incorporation of information about Japan would provide a unique picture of the three major economic competitors. Consequently the study was conducted in Japan expressly for the purpose of supplying the comparative data required for this paper using a selection of questions from the European/US questionnaire Although there is a time difference of about eighteen months between the European/US and Japanese fieldwork we believe the conclusions we draw are still valid - and certainly interesting. The Japanese economy did not suffer from the same recession that affected both Europe and the US in 1991 and, in consequence, we believe the economic and social attitudes would not have changed greatly in that time.
In 1969 Reader's Digest conducted a study of the economic and social life of sixteen countries across Europe. The results were published in 1970 under the title of "A Survey of Europe Today". With the advent of the Single European market, the company decided it would be appropriate to repeat and update the earlier study as a contribution of interest to marketers, government agencies, economic planners and academic researchers. In 1990 a comparative study was conducted in seventeen countries. This study has been published under the title of "Eurodata 1990". This paper, after the brief technical description of Eurodata 1990 goes on to describe some of the more interesting findings, drawing on the data from the 1969 study to discuss the changes that have occurred during the intervening period.
The authors feel that the 1992 Single European Act is likely to bring about the most fundamental changes in European business ever seen. The paper examines awareness, attitudes and action being taken or intended to be taken by market research Institutes and clients in preparing for the event. Is it seen as a "Big Bang" or a "Damp Squib"? How much of an opportunity is it or is it a threat? These and a number of other issues are examined from several points of view and using a number of sources.
The market research conducted to provide a comprehensive assessment of the future needs of the holiday industry, with particular reference to the development of the Balearic Islands, took the form of a five stage study. In summary it involved a qualitative study among managing directors/operations directors of the top ten British Tour Operators sending clients to the Balearic Islands; a qualitative study among Travel Agents; a quantitative study among the general public; a large scale quantitative study among the general public to provide basic background data on the holiday history of a representative cross section of the general public; and a large scale quantitative study among people who had taken a European holiday during the previous two years.
Contrary to popular belief the 1960's, with the Beatles and the Rolling Stones, were not the boom era of the recorded music industry - this happened in the late 1970's. In 1978 retail sales of recorded music were £596 million (at 1983 prices) and this fell to £488 million in 1983 - a decline of 18 per cent in real terms. The recession had clearly affected the industry.
Western Europe, viewed from overseas, appears to be a homogenous group of countries linked in harmonious union. Nine countries are linked, politically and economically through the European Economic Community and a further six through E.F.T.A. - The European Free Trade Association. When subject to closer scrutiny, however, the myth of homogeneity is replaced by a complex system of economic, political and social relationships.
The study from which this paper has been written was conducted on behalf of Radio Luxembourg (London) Limited, part of Compagnie Luxembourgeoise de Teledifussion's television and radio service. In 1979 Radio Luxembourg commissioned Social Surveys (Gallup Poll) Limited to conduct a programming study to assess the requirement from an evening radio station among persons available to listen at that time. As a result of the study the station was re-programmed and with the aid of advertising/marketing the decline in audience was reversed. Similar studies were conducted in 1980 and 1981 with subsequent minor amendments to programming to take account of changing tastes, and the station has maintained its higher audience levels.
The marketing objectives and programming output for a radio station never remain the same, neither do the problems. But the research programme set up in 1979 has proved to be an accurate and flexible instrument. Radio Tele Luxembourg is firmly convinced that it would not be possible to programme, market or sell the 208 English Service without the benefit of a continuing research programme.