Sweden now 1972-II

In the mid-1960s, Testologen AB in collaboration with a group of advertisers, introduced a new way of investigation, where data about the target groups - socio-economic data, interests, purchasing habits, possessions, buying intentions - and data on reading habits were collected in the same survey. At SND there are now surveys available from the Sweden Now series covering a 20-year period, 1972-1991. The 1972 survey contains a number of questions about reading-habits. The respondents had to indicate how often they read a number of papers within the daily (big city), weekly and monthly press. Other questions dealt with the household´s possession of a number of capital goods and pets. The respondents were asked about their interests in different activities and about their interest in receiving information about a number of subjects. There is information about the respondent´s gender, marital status, age, income, occupation, education and housing, and also about the household´s size, age structure, and total income of household. Purpose: Collect broad information about interests, purchasing habits and media choices