RECENT EVOLUTION OF MARKET RESEARCH AND PUBLIC OPINION POLLING BUSINESS IN THE EU COUNTRIES

Abstract

The purpose of this paper is to highlight the evolution of the market research and public opinion polling business in the EU countries in recent years (after 2010). Using the Turnover or gross premiums written indicator, it was found that the analyzed business experienced an upward trend over the period 2010-2015, but not for all EU countries, some of them experiencing decreasing of the indicator. At the same time, parallel with the increase of the Turnover or gross premiums written at the level of the EU, there was a slight decrease of the number of enterprises and number of persons employed in the market research and the public polling activity, a decrease which was more pronounced at the level of the old EU Member States. The paper also seeks to highlight the link between the macroeconomic outcomes and market size of market research and public opinion polling across EU countries, noting the existence of a direct and strong relationship between Gross domestic product and Turnover or gross premiums Written both at EU-28 level and by categories of old and new member states. The analysis was based on official statistical data provided by Eurostat.