Typology of Desires 1984

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 travels; destination areas and length of vacation; means of
transport used and persons accompanying on vacation travel; utilization
of a tour operator or organizing 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 pictures 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 to save energy; type of heating and
energy source used; possession and planned acquisition of furniture and
items of furniture; having a yard; size of yard; use of yard; frequency
of yard work; possession of motor-driven yard equipment; use of
fertilizers 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 idea regarding price and type of car; preferred
manufacturers according to country of manufacture; possession of
building loan contracts; type of completed insurance policies;
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 drug stores, or health
food stores and monthly expenditures for this; preference for rapid
effect or natural composition of a medication; participation in
reducing programs or diets; height and weight; leisure activities.

2. Quantitative recording of consumer habits: in the form of a
housekeeping book the frequency of use of selected products and brands
was recorded by the respondent: non-alcoholic refreshments; alcoholic
drinks; wine, champagne brands; brands of spirits; brands of whisky;
brands of beer; coffee consumption; consumption of confectioneries,
snacks, ready-to-serve cakes, frozen food; cosmetic articles for women
and men, cosmetics as well as hair care products; use of tobacco
products and preferred brand of cigarettes; use of cigarettes;
purchases with mail-order companies; shopping habits, organized
according to product areas; brand loyalty and 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;
ascertaining whether respondent specified occupational position.

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