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German Research on the Up
According to a survey amongst its members by the German market research association, ADM, agencies in Germany are predicting a rise in turnover of 6% for the year 2001.
According to a survey amongst its members by the German market research association, ADM, agencies in Germany are predicting a rise in turnover of 6% for the year 2001.
The survey, carried out regularly in June and December, asks research agencies to provide details of their past, present and future contract levels as well as turnover and staffing levels.
The first six months of the year saw a continued improvement in the fortunes of the German market research industry, following the upswing that had already been registered a year earlier. Almost 40% of ADM's member agencies reported very good contract levels in the first half of 2001, the highest proportion since the survey was first carried out in 1994.
Among the ADM's member agencies, 44% expect contract levels to improve in the second half of 2001; while 49% believe contract levels will remain the same.
This optimism is also reflected in the turnover expected by ADM member agencies for 2001. The turnover of the research industry as a whole is expected to increase by 6% in 2001, and in addition, about two thirds of them expect their own turnover to increase. Over 30% believe that turnover in 2001 will remain unchanged, while only 2% fear that they will suffer a decrease in turnover.
The ADM currently comprises 43 leading market and social research agencies in Germany, representing about two thirds of the total turnover in the industry.
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