Sweden now 1978-I_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. 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 1978 is almost a total replication from the year before. A novelty for this survey is that the respondents had to indicate if they agreed or disagreed with a number of statements concerning life style. The number of questions concerning how frequently different shops are visited have been enlarged, while the questions about decisional power in the household have been removed. Purpose: Collect broad information about interests, purchasing habits and media choices Subset of Sweden Now 1978-I, covering the period 1977-12-02 to 1978-03-03.二十世纪六十年代中期，Testologen AB与一批广告商合作，推出了一种创新型调研方法：首次在同一份调查问卷中同步采集目标群体的兴趣爱好、消费习惯、持有物品、购买意向以及阅读习惯等多维度数据。目前，瑞典社会科学数据服务中心（SSD）馆藏有1972年至1991年间的《瑞典现状》（Sweden Now）系列调研数据。 在1977年的调研中，受访者需分别说明其在工作日与周末阅读15种不同日报的习惯，同时需汇报其阅读近50种周报与月报类出版物的情况。其余调研问题涉及家庭持有的多种耐用消费品，例如汽车、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款产品的购买习惯与购买意向展开；个人兴趣相关问题以「人类兴趣各有不同。你对以下主题与活动的兴趣程度如何？」为开篇引导语，随后受访者需回答自身对采购食材、烹饪、招待宾客、休闲活动等事项的兴趣程度。调研同时采集了受访者的性别、婚姻状况、年龄、收入、职业、教育程度与住房情况，以及家庭规模、年龄结构与家庭总收入等信息。 1978年的《瑞典现状》调研几乎完全复刻了上一年的问卷内容，本次调研新增的特色环节为：要求受访者对多项与生活方式相关的表述表明同意或反对态度。关于不同店铺到访频率的问题数量有所扩充，而有关家庭决策权的问题则被移除。 **调研目的**：收集关于兴趣爱好、购买习惯与媒体选择的广泛信息。 该数据集为《瑞典现状1978-I》（Sweden Now 1978-I）的子集，涵盖时间段为1977年12月2日至1978年3月3日。