GfK (www.gfk.it), a European custom marketing research company, conducted a two-year, two-part study
to determine the new trends in European youth and culture—what matters to European teenagers, and how
international marketers should approach them. Exploratory research in the form of focus groups was
conducted first to identify issues that are salient to European youth. The issues identified in focus groups
were quantified by conducting a descriptive longitudinal survey. The survey was conducted in two parts
spanning 16 different European countries, including Denmark, Norway, Sweden, the United Kingdom,
Germany, Italy, Spain, and France, among others.
In each country, four groups of respondents were selected; 14–16-year-old girls, 14–16-year-old boys,
17–20-year-old girls, and 17–20-year-old boys. A descriptive survey was designed and administered in
personal, face-to-face settings. Given the European youth culture, it was felt that the teens would feel
more comfortable and be able to provide more candid responses in a personal setting. A total of 523 young
people participated. Two years later, the same people were contacted in 9 of the 16 countries, with a total of
305 people participating.
The results showed that tastes and opinions of teenagers in Europe have been changing dramatically
over the past few years and particularly during the last two years. It was discovered that European teens
did not trust big companies. The concept of home included not only the family and actual
home dwelling, but a sense of belonging and community, especially with friends. It is a symbol of
coziness and warmth. The European teens did not see their families much during the week. Instead,
friends filled this home function. Finally, they did put a lot of stock in a brand that has been around for
a long time, feeling that if the brand has proven its existence over time, it must be good and worthy
of its long stay.

The results proved very beneficial for McDonald’s (www.mcdonalds.com) in developing their inter-
national advertising aimed at this market. McDonald’s new campaign did not focus on its big-company

status but localized its advertising to make it seem to be the local hamburger hangout joint for teens.
Meeting up with friends at the local McDonald’s made the McDonald’s “home.” It appeared to be
fun, and the teens wanted to be there. Additionally, McDonald’s focused on the longevity and stability
of the brand. It will always be around as a fun place where teens can hang out with their friends and
have fun for a low price. The campaign resulted in increased market share in the lucrative European
teenage market. As of 2009, McDonald’s derived more than 35 percent of its total sales from
Europe.

1.	Exploratory and descriptive research designs were used in the case study. Write their definitions, the differences between them. Then explain how both types were used in the case.

2.	Explain the difference between cross-sectional and longitudinal studies. Your answer must have the definitions, the differences between them and explain how only ONE of them was used in the case.

3.	a. Explain the difference between Qualitative and Quantitative research methods. Your answer must have the definitions, differences, and data collection methods/tools used in each of them.

b. One qualitative method and one quantitative method were used in the case study for data collection. Please state what were these methods and how they were used.