Typology of Desires 1980

Resource Type
Dataset : Survey and aggregate data
  • BURDA Marktforschung, Offenburg
Publication Date
  • MARPLAN, Offenbach (Data Collector)
  • ZA:
    • Patterns of Consumption
  • CESSDA Topic Classification:
    • Mass media
    • Consumption/consumer behaviour
  • Abstract

    1. Attitudes to consumption, media usage and possession of economic goods. 2. Quantitative recording of consumer habits. Topics: 1. attitudes to consumption, media usage and possession of economic goods: personal demands on life; interest in product information for selected products (scale); personal opinion leadership; attitude to name-brand articles, money, advertising, quality and price (scale); frequency of vacation trips; destination area and vacation length; tour operator used; detailed recording of frequency of reading magazines and watching television (media usage); attitude to medications; self-treatment and use of medication for selected complaints; possession of real estate; size of residence and number of rooms; residential status; detailed determination of age and possession of selected household appliances; planned acquisitions of furniture and furnishing items; equipment of kitchen and bathroom; carrying out yard work; use of yard as vegetable garden or ornamental garden; yard size; do-it-yourself activities conducted; possession of drivers license and class of drivers license; number of kilometers driven annually; attitude to car driving (scale); number of vehicles available to household as well as year of manufacture and brand of car; opportunity to use a company car; planned new purchase of a car and specification of intended expenditure for it as well as preferred manufacturer; possession of bicycle; possession of building loan contracts; investment possibilities used; type of completed and planned insurance policies; height and weight; year of marriage. Demography: sex; marital status; age of children outside of household religious denomination; school education; occupational position; employment; household income; household size; household composition; Interviewer rating: willingness of respondent to cooperate; number of contact attempts; weekday of interview; length of interview; type of residential building. housing situation. 2. Quantitative recording of consumer habits: in the form of a housekeeping book the respondent recorded the frequency of use of selected products and brands: non-alcoholic refreshments; alcoholic drinks; wine, champagne brands; brands of spirits; whisky brands; beer brands; coffee consumption; consumption of confectioneries, snacks, ready-to-serve cakes, frozen food; cosmetic articles for women and men, cosmetic as well as hair care product; 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 attention to price.
Temporal Coverage
  • 1979-10 / 1980-03
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
Age: 14 and older.
Sampling Procedure Comment: Multi-stage stratified random sample of persons in private households acording to the MA sample system.
Collection Mode
  • Oral and written survey with standardized questionnaire
Data and File Information
  • Unit Type: Individual
    Number of Units: 8019
    Number of Variables: 1743
After conclusion of the oral interview the interviewer handed the respondent a so-called housekeeping book. The quantitative recording of consumer habits was conducted with this survey booklet, in that the respondent checked the frequency of use of pictured name-brand products. Further investigations from the series "Typology of Desires" are archived under ZA Study Nos. 1161 (1981), 1570 (1984), 1571 (1986) and 1621 (1987).
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Alternative Identifiers
  • ZA1087 (Type: ZA-No.)
  • BURDA (Hrsg.): Typologie der Wünsche 1980: Strukturen von Zielgruppen und deren Kommunikationsverhalten. Offenburg: Selbstverlag 1980.

Update Metadata: 2021-04-07 | Issue Number: 93 | Registration Date: 2010-07-22