Typology of Desires 1993

1. Inclination to consumption, media usage and possession of economic
goods. 2. Quantitative recording of consumer habits. Topics: 1.
Inclination to consumption, 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 the 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 the last and the planned
vacation trip; source of information about the vacation area and time
of decision for the vacation trip; means of transport used and person
accompanying on the vacation trip; short trip destinations; type of
accomodations; trip month; type of vacation for short and primary
vacation; use of various means of transport on short trips; utilization
of a tour operator or organizing trip oneself; last-minute trip;
detailed recording of frequency of reading magazines and watching
television (media usage); turning the television set on with the remote
control or mostly on the TV itself; type of television antenna used or
cable connection; planned cable or satellite connection; radio
reception through cable connection; detailed recording of listening to
the radio; music preference; purchase of CDs, blank audio cassettes as
well as music cassettes and both pre-recorded as well as unrecorded
video cassettes; possession of durable economic goods from the area of
entertainment electronics as well as photography, film and
do-it-yourself equipment; criteria in purchase of entertainment
electronics equipment; type, number and possession status of video
games for computers; computer possession; recording of the device brand
and computer features; private or commercial use; acquisition desires;
annual use of photographic film; preference for color films,
black-white films, slides or instant picture cassettes; brand or price
preference in purchase of photographic films; possession and age of
household appliances; possession of real estate and intended
acquisition of real estate; size of residence and number of rooms;
residential furnishings; residential status; type of heating and energy
source used; possession and planned acquisitions of furniture and items
of furniture; purchase in stores specializing in furniture or other
stores; purchase of furniture to be assembled; possession of drivers
license, car rent and car rental agency; 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 and
price of vehicle; purchase or lease; new or used car; type of vehicle
fuel used; preferred brand or price preference in purchase of tires and
fuel; intent to purchase a car as well as ideas regarding price and
type of car; preferred brand according to country of manufacture;
possession of building loan contracts; Loan and Building Association
used and amount of sum contracted; use purpose; interest in further
building loan contracts; reading of Loan and Building newsletters; type
of insurance policies; possession of bank accounts; name of financial
institute; types of financial investment used; possession of credit
card or Euro-check card; interest in financial investment information,
risk investments and insurance opportunities (scale); attitude to
medications; use of medication and self-treatment; purchase frequency
in pharmacies, drug stores or health food stores and monthly
expenditure in this area; preferred drug stores; preference for rapid
effect or natural composition of a medication; self-treatment with
selected complaints or illnesses; height and weight; possession of
medical equipment to measure blood pressure and blood sugar; leisure
activities; inclination to write letters; use of telephone cards;
frequency of telephone calls from public telephones, at home, private
or business, in local or long-distance area as well as to foreign
countries; interest in new acquisition of a personal telephone and
desired type of equipment or manufacturer; use of terminal text;
interest in privat BTX use; year of household founding; moving
frequency in the last 10 years; length of residence in current
residence or in building; planned move in the next 12 months; detailed
information on up to 6 persons living in household. Interviewer rating:
weekday of interview; length of interview; date of interview; ZIP
(postal) code. 2. Quantitative recording of consumer habits: Through a
written survey in form of a housekeeping book the frequency of use of
selected products and brands was recorded by the respondent: shopping
places; non-alcoholic beverages; sport and vitamin drinks; alcoholic
beverages; wine, champagne brands; aperitifs; brands of brandy; sorts
of whiskey; brands of rum; brands of vodka; brands of schnapps; spirit
specialties; brands of liqueur; brands of beer; preferred brands of
coffee; tea consumption; consumption of confectioneries, snacks,
cheese, sausage products, yoghurt, ready-to-serve meals and frozen
food; brands of health and reducing diets; cosmetic articles for women
and men; cosmetic as well as hair care products; sun screen; cooking
fats and salad oils; having a yard; ornamental garden or vegetable
garden; yard size; yard equipment and acquisition intents; type of
pesticides and fertilizers used; frequency of yard activity;
fertilizers and pesticides for room plants; maintenance conducted and
planned, do-it-yourself jobs and repairs in the house; purchase of baby
food and diapers; pet possession and use of commercial feed or
self-preparation; purchase of animal feed; preferred places to purchase
selected products; physical hygiene products for women; preferred types
of detergent; frequency of use of washing machine; use of chewing gum
and preferred types of chewing gum; interest in selected areas of life;
preferred program areas on television; attitude to fashion and fashion
orientation (scale); type of articles of clothing purchased for the
respondent himself or partner; preferred brand of clothing; possession
of watch and preferred brand; playing the lottery; attitude to
individual lotteries; sympathies and assessment of the chances of
winning in individual lotteries; use of tobacco products and preferred
brand of cigarettes; preferred place to purchase cigarettes; use of
cigarettes; purchase from mail-order and department stores as well as
from electrical shop and builders´ supply stores.