Strength of Personality (Measure to Determine Target Group Potentials)

Consumer habits and opinion leadership.

Topics: salience of work; technical interest; size and group
characteristics of circle of friends; media usage; occupational
priorities (scale); social and occupational mobility; change of job and
occupation; frequency of social contacts in form of invitations
received or inviting guests; judgement on the terms discipline,
consumption, optimism, leisure time, punctuality, progress, vigor,
authority, middle-class, responsibility, achievement, international,
socialism, freedom, safety, native country, individualism, technology,
work, private economy, welfare state, family, law and order,
conservative, way of thinking, saving, diligence, referendum,
possession, nature, security, feeling, computer, microelectronics,
advertising as well as government on the dimensions sympathy and
orientation of these terms to the future or past; frequency of keeping
things to remind of earlier experiences; childhood memories regarding
harmonious, active parental home, child-raising principals, lack of
self-control, success experiences, deprivations, affection and ties to
parents; over-all judgement of one´s own childhood; leisure activities;
furnishing household with durable economic goods and planned
acquisitions in the next two years; use of the goods;
design-orientation or country image in purchase of lamps; most
important criteria in purchase of furniture; frequency of reading books
and preferred type or genre of books; number of books purchased in the
last year; self-assessment of current condition of health;
psychological self-characterization (scale strength of personality);
self-confidence and self-criticism; classification of sense of time
(time changes quickly); desired speed of changes; areas of consumption
for which there is a particularly high preference to spend money;
healthful nutrition; table manners at home; articles for spontaneous or
impulse purchases; interest in technical innovations in the kitchen;
frequency of visits to the movies theater and concert; importance of
well-groomed clothing; technical understanding (presentation of
pictures of a technical drawing); brand awareness and brand knowledge
of selected furniture manufacturers; boredom on Sundays and holidays;
exercise of schooling or trainer functions during leisure time;
preference for active or passive leisure activities; self-realization
in leisure time; personal judgement of achievement; job within or
outside of the city; means of transport used on the way to work;
leadership duties and leadership level; work orientation (scale); areas
of application for an additional available sum of money; attitude to an
autoritarian leadership style; car possession, organized according to
number, brand and type as well as performance class or horse-power;
possession of drivers license; class of drivers license; most important
criteria in purchasing a car; interest in fashion; knowledge of a
foreign language; longer stays abroad; brand awareness in selected
areas of consumption; importance of external public image for men as
well as women; attendance at leisure courses in the last two years;
health resort visits due to private or occupational interest in further
education; type of sports practiced; attitude to pride of ownership;
familiarity of selected brands in the textile area; maxim in life
(scale); attitude to learning, oriented to tests or intrinsically
motivated; familiarity of selected contemporary artists and writers as
well as occupation with their works; attitude to more television
stations; detailed recording of preferred information areas for an
inquiry on the television screen (minitel or videotext); frequency of
feelings of loneliness; goals in life; areas or things with great
prestige; attitude to charity; attitude to computer technology;
attitude to money; detailed recording of areas in which one is spoken
to as opinion leader, one evaluates oneself to be an opinion follower;
self-assessment as trendsetter in the matter of fashion; planned
acquisitions or investments by household; most important purchase
criteria for high fidelity equipment; attitude to environmental
pollution with job creation measures.

Demography: age (classified); sex; marital status; number of children;
ages of children (classified); religious denomination; frequency of
church attendance; school education; vocational training; occupational
position; employment; income; household income; size of household;
composition of household; respondent is head of household; residential
status; state; monthly level of savings; number of siblings and ages of
siblings; memberships in clubs, citizens´ initiatives, parties,
occupational organizations or trade unions; holding an office; living
together with a partner; number of persons in household with their own
income.