Typology of Desires 1986

1. Attitudes to consumption, media usage and possession of economic
goods.

2. Quantitative recording of consumer habits.

Topics: 1. personal demands on life; attitude to name-brand articles,
money, advertising, quality and price (scale); interest in product
information for selected products (scale); frequency and type of
vacation trips; destination areas and vacation length; means of
transport used and persons accompanying on the vacation trip;
utilization of a tour operator or organization of the trip oneself;
detailed recording of frequency of reading magazines and watching
television (media usage); possession of durable economic goods from the
areas of entertainment electronics as well as photography and film;
planned acquisitions; possession of a telephone; possession and age of
household appliances; possession of real estate and intended purchase
of real estate; size of residence and number of rooms; residential
status; planned structural changes for conservation of energy; type of
heating and energy source used; possession and planned acquisition of
furniture and items of furniture; having a yard; yard size; yard use;
frequency of yard work; possession of motorized yard equipment; use of
fertilizer and pesticides; frequency of plant care in residence;
do-it-yourself activities practiced; possession of drivers license and
class of drivers license; number of kilometers driven annually;
attitude to car driving (scale); number of cars in household and
detailed determination of brand, year of manufacture, age and price of
vehicle; opportunity to use a company car; planned acquisition of a new
or used car as well as ideas regarding price and type of car; preferred
manufacturers according to country of manufacture; possession of
building loan contracts; type of completed insurances; possession of
bank account; possession of a credit card or Euro-check card; attitude
to medications; use of medication and self-treatment; visits to the
doctor; frequency of purchases in pharmacies, drug stores or health
food stores and monthly expenditures for this; preference for rapid
effect or natural composition of medication; participation in reducing
programs or diets; height and weight; leisure activities.

2. Quantitative recording of consumer habits: in form of a
housekeeping book the respondent recorded the frequency of use of
selected products and brands: alcohol-free refreshments; alcoholic
beverages; wine and champagne brands; brands of spirits; whisky brands;
brands of beer; coffee consumption; consumption of confectioneries,
snacks, ready-to-serve cakes, frozen food; cosmetic articles for women
and men, cosmetic as well as hair care products; use of tobacco
products and preferred brand of cigarettes; use of cigarettes;
purchases with mail-order firms; shopping habits, organized according
to product areas; brand loyalty and paying attention to price.

Demography: age; sex; marital status; number of children; ages of
children (classified); religious denomination; school education;
vocational training; occupational position; employment; income;
household income; composition of household; respondent is head of
household; characteristics of head of household; housing situation;
state; person managing household; year of marriage; number of persons
in household with their own income.

With students: receipt of scholarship or student aid.

Interviewer rating: city size; length of interview; weekday of
interview; assessment of spontaneity on household income and income;
ascertainment whether respondent specified occupational position.

Also encoded was: ZIP (postal) code; administrative district.