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.
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.
B.A.S.E. - Business Assessment Studies and Evaluation - is a market research based training package for improving retail outlet marketing and management skills for the profit of both the retailer and his suppliers. The system was developed to reinforce the links between an industrial company and its independent retailers and to improve the management and profitability of outlets to the mutual advantage of both the retailer and the supplier. In view of the success achieved, the author believes that the system has potential applications in other industries which are concerned and, to some extent, directly involved with the effectiveness of their outlets.
This paper sets out to illustrate by example the use of a Motorists Diary Panel covering both the petrol and motor oil markets. We have taken, two separate marketing activities which have had a profound effect on the market and a third example illustrating a simple application of panel data. Taking first the basic use of panel data, we have a simple examination of the pattern of purchase over a long period which illustrates how the brand structure of a market changes during the course of a year.