Sweden now 1977-II_4

In the middle of the sixties Testologen AB, in cooperation with a group of advertisers, introduced a new way of investigation where data about the target groups, i.e. interests, consumer habits, possessions, buying intentions, and data about reading habits were collected in the same survey. At SSD there are now surveys available from the Sweden Now series covering the period 1972-1991. In the 1977 survey the respondents had to indicate their reading habits concerning fifteen different daily papers, weekdays and weekends respectively. They also had to state their reading habits concerning nearly fifty papers from the weekly and monthly press. Other questions dealt with the household´s possession of a number of capital goods such as, car, camera, projector, washing machine, dishwasher, etc. and also if there were any dogs, cats, aquarium fishes or cagebirds in the household. A group of questions is dealing with buying habits and purchasing intentions for a number of products, as well as how frequently different shops are visited. A number of questions about personal interests are introduced by ´Human interests are different. How great is your interest for the following subjects and activities´. Subsequently the respondent is asked how interested he/she is in buying food, cooking, having guests, leisure time activities, etc. There is information about the respondent´s gender, marital status, age, income, occupation, education and housing, and also about the household´s size, age structure, and total income of household. Sweden Now 1977 is almost a total replication from the year before. The only exception is that a group of questions about decisional power in the household have been added. Purpose: Collect broad information about interests, purchasing habits and media choices Subset of Sweden Now 1977-II, covering the period 1977-03-25 to 1977-05-31.20世纪60年代中期，Testologen AB联合一众广告商推出了全新调研方法，可在同一份问卷中同时采集目标群体的兴趣偏好、消费习惯、拥有物品情况、购买意向以及阅读习惯相关数据。目前SSD可获取1972年至1991年间的《Sweden Now》系列调研数据。 在1977年的调研中，受访者需分别说明其工作日与周末阅读15种不同日报的习惯，同时需报告其阅读近50种周报与月报类报刊的情况。其余调研问题涉及家庭拥有的多类耐用消费品，包括汽车、相机、投影仪、洗衣机、洗碗机等，以及家庭是否饲养犬只、猫咪、观赏鱼或笼养鸟类。另有一组问题围绕多类商品的购买习惯与购买意向，以及光顾不同店铺的频率展开。 关于个人兴趣的调研问题以「人类兴趣各有不同。你对以下主题与活动的兴趣程度如何？」开篇，随后受访者需回答其对采购食材、烹饪、招待宾客、休闲活动等事项的兴趣程度。调研还涵盖受访者的性别、婚姻状况、年龄、收入、职业、受教育程度与居住情况，以及家庭规模、年龄结构与家庭总收入等信息。 1977年版《Sweden Now》与上一年的版本几乎完全一致，仅新增了一组关于家庭决策权的调研问题。 **调研目的**：采集关于兴趣偏好、消费习惯与媒体选择的全方位信息。 本数据集为《Sweden Now 1977-II》的子集，调研时段为1977年3月25日至1977年5月31日。