Readers Digest Survey of Europe Today, 1969

UKDA study number:987

Principal Investigator

Reader's Digest Association

Data Collector

Interscan Limited

Distributed by

UK Data Archive, University of Essex, Colchester.

Bibliographic Citation

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Reader's Digest Association, Readers Digest Survey of Europe Today, 1969 [computer file]. Colchester, Essex: UK Data Archive [distributor], 1978. SN: 987, http://dx.doi.org/10.5255/UKDA-SN-987-1

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987 . Readers Digest Survey of Europe Today, 1969

Depositor:

Reader's Digest Association

Principal Investigator:

Reader's Digest Association

Data Collector:

Interscan Limited

Abstract:

The original objective was to produce a marketing survey of 16 countries in Western Europe, to measure their differences as consumers over a wide range of goods and services, and to see how subscribers to European editions of the Reader's Digest compared against the total population of each country. The results are of interest, however, to social planners, sociologists and students of Europe as well as to marketing organizations.

Main Topics:

The survey, carried out in 16 western European countries in 1969, was intended to up-date and extend the coverage of the 1963 Products and People survey (Survey Number 1511). Coverage was expanded to cover all the countries of EFTA as well as Finland, Spain and the Republic of Ireland. Like the 1963 study, this survey was intended primarily to be a marketing survey of western European countries, to measure these countries' differences as consumers over a wide range of goods and services, and to see how subscribers to the Reader's Digest compared against the total population of each country. However, a number of other broader attitudinal questions have been added, as in 1963, which give the survey a much wider relevance and potential audience than might otherwise be expected. Apart from measuring these and ownership of more than 200 consumer goods and services, information was also collected about the people and families of Europe and their attitudes over a wide range of topics. We present a broad overview of these below. See the questionnaire for more specific information on actual questions asked.
1. Families, Homes and Possessions: size and compostition of households; occupational structures; family incomes; education backgrounds; languages spoken and read; religions; types of accommodation, amenities and tenure; savings, insurance.
2. In the Home: labour-saving equipment; kitchen equipment; washing and cleaning.
3. Food and Drink: information on types of food and drink consumed, preferred.
4. The Leisure Hours: television viewing; involvement in various specified leisure activities, including adult education; second home ownership; pet ownership.
5. Transport and Tourism: automobile ownership; holiday activities and travel.
6. Fashion: attitudes to fashion; amount spent on grooming aids, cosmetics, clothing, wrist-watches.
7. Attitudes to Europe: sense of well-being; knowledge of and attitudes to Common Market and European union; national images and perception of same; identification of and attitudes towards various countries and their products.
8. Socio-Cultural Attitudes: attitudes to advertising; the generation gap; social tolerance (class, sex, religion, colour etc.), attitudes towards law-breakers and social justice; honesty and family relationships.

Coverage:

Dates of Fieldwork: 1969
Country: Austria; Belgium; Denmark; Finland; France; German Federal Republic; Ireland; Italy; Luxembourg; Multi-nation; Netherlands; Norway; Portugal; Spain; Sweden; Switzerland; United Kingdom; Western Europe
Spatial Units: No information recorded
Observation Units: Individuals

Universe Sampled:

Location of Units of Observation: Cross-national
National
Population: Adults in 16 countries in Western Europe

Methodology:

Time Dimensions: Cross-sectional (one-time) study
Sampling Procedures: According to the report on the survey, In most of the 16 countries the selection of the sample followed the best available method of achieving a probability sample representative of the national population aged 18 and over living in provate households. These methods varied greatly among the 16 countries, as did the target number of interviews in each country. Two samples were employed, each being given different questions (Sample A were asked questions 20-26, Sample B questions 27-33). A further third sample of Reader's Digest subscribers in each of the 12 countries which have a national edition of the magazine were asked the same questions.
Method of Data Collection: Face-to-face interview

Language(s) of Written Materials:

Study Description: English
Study Documentation: English/various

Access:

Access Conditions: The depositor has specified that registration is required and standard conditions of use apply. The depositor may be informed about usage. See terms and conditions for further information.
Availability: ESDS Access and Preservation, UK Data Archive
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Date of First Release:

1978

File last updated:

24 April 2012