Sweden now 1987-II

In the mid-1960s, Testologen AB in collaboration with a group of advertisers, introduced a new way of investigation, where data about the target groups - socio-economic data, interests, purchasing habits, possessions, buying intentions - and data on reading habits were collected in the same survey. At SND there are now surveys available from the Sweden Now series covering a 20-year period, 1972-1991.
In the 1987 survey there are questions about existing household equipment and purchases planned for the next couple of years. The respondent also had to state on a scale ranging from ´very interested´ to ´very uninterested´ how interested she/he was in 67 various subjects and activities covering: Consumer durables; Consumer non-durables; Personal care, health and fashion; Plants and pets; Pleasure and leisure time; Residency and home hobbies; Social and political activities. Another question deals with how much money annually the respondent spends on gambling, clothes, entertainment etc. The respondent also had to state how often various shops were visited, how often various types of advertisements were noticed, and how often various products were bought. For some hundred various dailies, weeklies and monthly magazines the respondent had to state how often they were read. Background information covers gender, age, marital status, occupation, education, housing, place of living and household composition.

Purpose:

Collect broad information about interests, purchasing habits and media choices

20世纪60年代中期，Testologen AB与一批广告商合作，推出了一种全新的调查范式：在同一项调研中同步采集目标群体的社会经济数据、兴趣偏好、采购习惯、拥有物品状况、购买意向，以及阅读习惯数据。目前SND可获取覆盖1972年至1991年共20年周期的瑞典现状（Sweden Now）系列调查数据。

1987年的调查包含关于现有家用设备及未来数年计划采购品的相关问题。受访者需在“非常感兴趣”至“非常不感兴趣”的计分区间内，表明自身对67项涵盖以下类别的主题与活动的感兴趣程度：耐用消费品（Consumer durables）、非耐用消费品（Consumer non-durables）、个人护理、健康与时尚、植物与宠物、娱乐与休闲、居住与居家爱好、社会与政治活动。另有一道问题询问受访者每年在赌博、衣物、娱乐等方面的支出金额。受访者还需说明光顾各类商铺、留意各类广告及购买各类产品的频率。针对近百种日报、周报与月刊，受访者需说明其阅读频率。背景信息涵盖性别、年龄、婚姻状况、职业、受教育程度、住房情况、居住地区及家庭构成。

研究目的：收集关于兴趣偏好、采购习惯与媒体选择的多维度信息。