Typology of Desires 1991

1. consumption inclination, media usage and possession of economic
goods.

2. Quantitative recording of consumer habits.

Topics: On 1.) consumption inclination, media usage and possession of
economic goods: attitude to nutrition, health and environment (scale);
personal demands on life and attitude to name-brand articles, brand
loyalty, money, advertising, newly developed products and relationship
between quality and price (scale); psychological self-characterization
and general attitudes and behaviors; product interest; frequency and
type of vacation trips; destination areas for vacation trips in the
last two years; vacation month; vacation duration; means of transport
used and persons accompanying on the vacation trip; utilization of a
tour operator or organizing the trip oneself; type of accomodation;
preferred vacation type in the last two years; vacation type for main
vacation; short trips and means of transport used for this; short trips
to Western Germany, Eastern Germany or foreign countries.

Media usage: detailed recording of frequency of reading magazines and
watching television; turning the television set on with the remote
control or mostly on the set itself; type of television antenna used or
cable connection; number of programs available through program keys;
conduct while watching television (scale): secondary activities along
with television, television as background sound and attitude to program
interruptions through advertising; possession of durable economic goods
from the area of entertainment electronics as well as photographic,
film and do-it-yourself equipment; criteria in the purchase of
entertainment electronics equipment; possession and age of computers
and computer equipment; brand of computer and computer features;
private or commercial use of computers; acquisition desires; possession
of real estate and intended acquisition of real estate; manner of
construction and year of construction of house; floor space; number of
rooms; features of residence or residential building; residential
status; type of heating and energy used for heating; possession and age
of household appliances; furniture already acquired in the last two
years as first purchase or replacement purchase and planned
acquisitions in the next two years; having a yard and type of yard;
yard size; yard features and available yard equipment as well as intent
to obtain; fertilizers and pesticides used in the yard as well as in
the house; intensity of occupation in the yard; do-it-yourself jobs
already conducted as well as planned; possession of drivers license;
number of kilometers driven annually; attitude to car driving (scale);
number of cars in household and detailed determination of brand, type,
year of manufacture, age, possession status, acquisition price, type of
vehicle fuel and catalytic converter; workshop preference for regular
maintenance, larger or smaller repair jobs as well as routine matters;
intent to purchase a car as well as ideas regarding price and type of
car; planned acquisition of a second car; most important criteria in
vehicle purchase; preferred car brand and preferred country of
manufacture; possession of building loan contracts; Loan and Building
Association and amount; intended use for the building loan contracts;
interest in completing further building loan contracts; reading Loan
and Building newsletters; type of completed insurance policies and
planned increases; bank account possession; types of investment used;
possession of a credit card or Eurocheque card; interest in investment
information and insurance opportunities (scale); attitude to use of
medication (scale); preference for rapidly working or homoeopathic
medications; height; weight; self-assessment of normal weight,
underweight or overweight; leisure activities regularly conducted,
conducted earlier, appearing of interest as well as out of the
question.

Communication opportunities: inclination to write letters; frequency
of use of public telephones; possession of a telephone; frequency of
private as well as business local calls, long-distance calls and
foreign calls; interest in private new acquisition or rental of a
telephone and desired equipment type; preference to buy from the Post
Office or other companies; private or business use of BTX; private
interest in use of terminal text.

Demography: year of household founding; moving frequency in the last
ten years; moving plans in the next 12 months; length of residence in
current residence or in building; detailed information on up to six
persons living in the household.

Interviewer rating: spontaneity of the response to household income or
estimate of interviewer; weekday of interview; date of interview;
length of interview; ZIP (postal) code; municipality code.

On 2.) Quantitative recording of consumer habits: Through a written
interview in form of a housekeeping book the respondent recorded the
frequency of use of selected products and brands: shopping places;
non-alcoholic refreshments and juices; athlete and vitamin beverages;
alcoholic beverages; wine and champagne brands; Aperitifs; brands of
brandy; sorts of whiskey; brands of rum; brands of vodka; schnapps
brands; spirits specialities; brands of liqueur; brands of beer;
preferred brands of coffee; tea consumption; consumption of
confectioneries, cookies, snacks, candies, crispbread, frozen food,
ready-to-serve meals, yoghurt, muesli bars, cheese, sausages; frequency
of cooking oneself; attitude to instant products, frozen meals, health
food and unprocessed foods (scale); frequency of use and place of
purchase of health and diet food; preferred brand for these products;
frequency of shopping at drug stores, health food stores and pharmacies
and monthly expenditures; preferred drug stores; frequency of
self-treatment for selected complaints; frequency of shopping with
mail-order companies and department stores; type of products purchased
from mail-order companies and department stores; use of tobacco
products; number of cigarettes smoked daily; place of buying
cigarettes; preferred brand of cigarettes; frequency of participation
in lotteries; sympathies for the individual types of Lottery and
assessment of the chances of winning; interest in information on hair
care products, cosmetics and oral hygiene products; frequency of
purchases and brand orientation for hair care products, cosmetics, bath
salts, shower salts, deodorants and oral hygiene products; place of
purchasing hair care products; frequency of use of sun screen and
preferred brands; self-assessment of skin type in the dimensions dry or
oily; preferred cosmetics; frequency of use, frequency of purchase and
preferred brands of men´s cosmetics as well as women´s cosmetics;
monthly financial expenditures for womens´s cosmetics; frequency of use
of toilet waters; brand orientation or price orientation and frequency
of purchases of butter, margarine, cooking fat and salad oil; primary
purpose for white cooking fats and salad oils; preferred types of oil.