Abstract:

In 1969 the European Editions of The Reader's Digest conducted a multi-country survey in 16 countries of Western Europe. I propose to tell you something of how we did it: the problems we met, the actions we took and what we think we learned. Hopefully it will be of interest to those of you who might learn from our mistakes - and perhaps of wry amusement to those who have already made the same mistakes for themselves.