Typology of Desires 1980

1. Attitudes to consumption, media usage and possession of economic
goods.

2. Quantitative recording of consumer habits.

Topics: 1. attitudes to consumption, media usage and possession of
economic goods: personal demands on life; interest in product
information for selected products (scale); personal opinion leadership;
attitude to name-brand articles, money, advertising, quality and price
(scale); frequency of vacation trips; destination area and vacation
length; tour operator used; detailed recording of frequency of reading
magazines and watching television (media usage); attitude to
medications; self-treatment and use of medication for selected
complaints; possession of real estate; size of residence and number of
rooms; residential status; detailed determination of age and possession
of selected household appliances; planned acquisitions of furniture and
furnishing items; equipment of kitchen and bathroom; carrying out yard
work; use of yard as vegetable garden or ornamental garden; yard size;
do-it-yourself activities conducted; possession of drivers license and
class of drivers license; number of kilometers driven annually;
attitude to car driving (scale); number of vehicles available to
household as well as year of manufacture and brand of car; opportunity
to use a company car; planned new purchase of a car and specification
of intended expenditure for it as well as preferred manufacturer;
possession of bicycle; possession of building loan contracts;
investment possibilities used; type of completed and planned insurance
policies; height and weight; year of marriage.

Demography: sex; marital status; age of children outside of household
religious denomination; school education; occupational position;
employment; household income; household size; household composition;

Interviewer rating: willingness of respondent to cooperate; number of
contact attempts; weekday of interview; length of interview; type of
residential building. housing situation.

2. Quantitative recording of consumer habits: in the form of a
housekeeping book the respondent recorded the frequency of use of
selected products and brands: non-alcoholic refreshments; alcoholic
drinks; wine, champagne brands; brands of spirits; whisky brands; beer
brands; coffee consumption; consumption of confectioneries, snacks,
ready-to-serve cakes, frozen food; cosmetic articles for women and men,
cosmetic as well as hair care product; use of tobacco products and
preferred brand of cigarettes; use of cigarettes; purchases with
mail-order firms; shopping habits, organized according to product
areas; brand loyalty and attention to price.