ZUMABUS 4 (1979)

The ZUMABUS 4 has three major topics:

1. Education practices and attitude to education,

2. Birth planning and distribution of gender,

3. Consumer habits.

Topics: 1. Education practices and attitude to education: success in
life and school achievement; tasks of school; tasks of teachers;
importance of teachers; importance of upward social mobility; target
values of school; educational goals of family; importance of children
for parents; realization of employment wishes; knowledge about the
integrated comprehensive school and opinions about it; occupation of
spouse; occupation of father; school degree of father; interest in
politics; membership in clubs; possession of a telephone; education of
children, achieved or desired.

2. Birth planning and distribution of gender: ideal number of
children; preference for boy or girl; preferred distribution of gender
given a hypothetical number of children of two, four or six.

3. Consumer habits: reading daily newspapers or picture magazines;
study of advertising pamphlets enclosed in daily newspapers or
direct-mail advertising; store loyalty and reasons for loyalty to one
shopping place; frequency of personally purchasing groceries; frequency
of quantity purchases and stockpiling of groceries; estimated amount of
last purchase; estimated potential to save with more price-conscious
purchase of groceries; monthly expenditure planning; use of special
offers with groceries and sources of information used for this; change
of degree of difficulty of purchase decisions in the last few years;
desired consumer help with difficulties in purchase decisions; consumer
areas in which purchase decisions are particularly difficult;
subjective assessment of the maximum amount for ´larger acquisitions´;
market transparency at last larger acquisition; subsequent trouble with
a larger acquisition and measures taken or complaints filed;
installment purchases or credit purchases in the last three years;
attitude to newspaper quick credit without guarantor; type of
investments; development of available income in the last few years;
consumer advice center in the nearer vicinity; preferred advice
offering; utilization of consumer advice centers; source of information
about consumer advice; advice information requested; possible
utilization of advice centers in the future; personal opinion
leadership; cost-conscious consumer behavior (scale). The data set
contains the ZUMA standard demography.

Demography: citizenship; age; sex; marital status; current school
attendance; religious denomination; religiousness; company size; school
education; occupational training; occupation; occupational position;
employment; type of company; household composition; occupational group
of spouse; interest in politics; social origins; source of income;
election participation; membership; vote at the last election; sources
of information; local residency.

Interviewer rating: willingness of respondent to cooperate; housing
situation; presence of other persons during interview; type of city and
city size; reliability of respondent; length of interview.