ESOMAR annual market study on market statistics 1994

Date of publication: September 1, 1995

Author: ESOMAR B.V.


ESOMAR has concentrated primarily on the market research market in Europe. The statistics available concerning other continents are still limited, such that a comparison between Europe and other parts of the world should be made with caution. The main objective has been to measure the research turnover (revenues) of market research companies or institutes. The research turnover conducted by clients in-house, work carried out within advertising agencies, research conducted by the academic community and government institutions, etc. is not included due to the difficulty of measurement. As stated in previous reports this turnover is considered to represent a relatively small proportion of total market research expenditure.

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