Data collection under scrutiny
Esomar has been producing a set of Annual Statistics of the Marker Research industry for some years. The trend figures show an encouraging growth although the latest data suggests that the fastest growing sgment in Europe, in terms of methodologies, is continuous research at the expense of ad-hoc quantitative and qualitative.
Country | Interviews | Groups | Depths |
|---|---|---|---|
Austria | 80,000 | 6% | 94% |
Belgium | 45,000 | 62% | 38% |
Bulgaria | 3,000 | 46% | 54% |
Czech Republic | 8,000 | - | - |
Denmark | 10,000 | 84% | 16% |
Finland | 6,000 | 87% | 11% |
Germany | 111,000 | 18% | 82% |
Greece | 35,000 | 87% | 13% |
Ireland | 15,000 | 80% | 20% |
Luxembourg | 300 | 83% | 17% |
Norway | 10,000 | - | - |
Portugal | 5,000 | 50% | 50% |
Slovenia | 500 | 73% | 27% |
Spain | 111,000 | 71% | 29% |
Sweden | 26,000 | 77% | 23% |
Switzerland | 21,000 | 40% | 60% |
Turkey | - | 80% | 20% |
United Kingdom | 174,000 | 71% | 29% |
European average |
| 53% | 47% |
In terms of qualitative research, the 1994 data shows an interesting pattern. It suggests that in Austria, Germany, and to some extent Switzerland, fewer group discussions are conducted compared with in-depth interviews elsewhere, which may be partly explained by the terminology.
No data was available for France, Italy or the Netherlands.