Decatur Study (Personal Influence)

The influence of opinion leaders on behavior in areas such as shopping
(marketing), fashion, political attitudes and going to the movies.

Topics: Reasons for the decision to purchase certain brands; attitude
to going to the movies; media usage; political interest and
conversation partners; social integration; fashion consciousness;
attitude to trade unions and entrepreneurs; explicitly naming the
persons influencing one´s own opinion making; self-assessment of
personal opinion leadership; psychological self-characterization.
Supplementary survey of the opinion leaders named by the respondent.

Demography: age (classified); marital status; number of children; ages
of children (classified); religious denomination; school education;
vocational training; occupation; employment; party preference; social
origins; membership.