Media Analysis (MA 94, Electronic Media)

Media usage of the population. The main focus of this part of the
survey is on detailed recording of electronic media, while information
on the print media and daily newspapers were surveyed more summarily.
Topics: Demographic characteristics of respondent; possession of
drivers license; respondent himself drives a car; car radio with
automatic radio traffic service report; number of cars available for
private trips; number of private cars with car radio available to
household; possession of a telephone; possession of durable household
goods; number, type and features of the most frequently and second most
frequently used television set; cable connection and opportunity of
satellite reception; cable connection for radio; number of radio
devices on cable and frequency of listening to radio programs on cable
as well as via satellite reception; station keys on most-used radio
device; change of program setting on most-used radio device; procedure
in program search on most-used radio device; possession of
entertainment electronics equipment in household; purchase plan for
household goods in the next few months; having a yard and location of
the yard; animal possession in household; number of residences in
building; year of construction of building; length of residence;
residential status; frequency of practicing selected leisure
activities; music genre preferences; shopping habits for groceries and
beverages; amount of contact with newspapers. Detailed determination of
contact with advertising media and means of advertising: probabilities
of use of commercial television as well as commercial radio, classified
according to station and times; frequency of reading supplements,
magazines and city picture magazines. Probabilities of use and
advertising medium contact as well as contact with means of advertising
for selected magazines; frequency of watching television and frequency
of listening to the radio per time period in a normal week; secondary
activities while watching television and while listening to the radio,
differences according to television station as well as time; type of
television antenna (communal antenna, room antenna usw.); judgement on
reception quality of the individual television stations and opportunity
of reception at home; frequency of going to the movies. Also encoded
was: sampling points; sequential number of election precinct; survey
institute; wave identification; municipality code; municipal district;
IVW area unit; municipality coordinates; municipal district
coordinates; administrative district; multiple size of municipality
classes; ZIP (postal) code; various so-called demotypes for men, women
and households; weekday of interview; survey month; time at start of
interview; length of interview; number of days of trips to household
without reaching target person as well as with reaching target person;
number of days of trips to complete the interview; survey date.
Interviewer rating: interest of respondent in survey topic; willingness
for interview; spontaneity in stating income or estimate of respondent,
interviewer or coder.