Typology of Desires 1989

1. Attitudes to consumption. Use of media and ownership of economic
goods.

2. Quantitative recording of consumer habits.

Topics: 1. Personal demands on life; frequency and type of vacation
trip; destination and length of stay; method of transportation used and
persons participating in the vacation trip; type of accommodation; use
of a tour operator or personally organizing the trip; destinations for
brief trips; detailed recording of the frequency of reading magazines
and the use of television (media usage); attitude to name-brand
products, money, advertising, quality and price (scale); possession of
durable economic goods from the areas of entertainment electronics,
photography as well as film and do-it-yourself equipment (scale);
criteria for the purchase of entertainment electronics, photography and
film equipment (scale); interest in information on selected products
(scale); possession and age of household appliances; ownership of real
estate and intended acquisition; size of apartment and number of rooms;
housing status; planned changes in the building to save energy; type of
heating and energy source; ownership and planned acquisition of
furniture and other furnishings; ownership of garden; size of garden;
use of garden; frequency of work in garden; ownership of motorized yard
tools; decision-making in the purchase of yard tools; use of
fertilizers and herbicides; frequency of care of plants in the
apartment; do-it-yourself tasks carried out; possession of drivers
license and class of drivers license; kilometers driven annually;
attitude to driving (scale); number of cars in the household and
detailed determination of make, type, year of manufacture, age and
price of vehicle; purchase or lease, new or used, type of fuel;
opportunity to use a company car; conducting repairs and maintenance;
planned acquisition of a new or used car and ideas on price and type;
criteria for buying a car; preferred make according to country of
manufacture; possession of savings account with a building society;
building societies used; contracted savings amount; use for the
savings; type of insurance policies; possession of bank accounts; type
of financial investments; possession of credit card or euro-cheque
card; attitude to medication; use of medication and self-treatment;
visits to the doctor; frequency of purchases in drugstores and health
food stores and the monthly amount spent for this; preference for
fast-working or natural medication; self-treatment for certain ailments
or diseases (scale); participation in reducing programs or diets;
height and weight; leisure activities; detailed information on up to
six members of the household.

Interviewer rating: weekday of interview; length of interview; date of
interview; ZIP (postal) code.

2. Quantitative recording of consumer habits: In the form of a
household diary the respondent recorded the frequency of use of
selected products and brands: shopping places; alcohol-free
refreshments; alcoholic drinks; brands of wines and sparkling wines;
aperitifs; brands of spirits; brands of whiskey; brands of rum; brands
of vodka; brands of schnapps; special sorts of spirits; brands of
liqueur; brands of beer; brands of coffee and coffee consumption;
consumption of sweets, chips, brands of health-food bars; brands of
crisp breads {Knaeckebrot}; instant meals, frozen foods; brands of
health and diet food; cosmetics for men and women, body and hair care
products; use of tobacco and preferred brand of cigarettes; purchases
from mail-order companies and department stores.