Typology of Desires 1981

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

    Attitudes to consumption and quantitative recording of consumer habits. Topics: 1. In the form of a housekeeping book the following was recorded: intensity of use, purpose of use as well as household supply of cooking fats, salad oils, ready-to-serve meals, household cleaning agents and articles of hygiene; preferred shopping places. 2. Oral survey: eating habits; detailed recording of reading habits regarding selected magazines; paying attention to commercial television broadcasts; importance of areas of life; personal opinion leadership. Scales: attitude to advertising; brand loyalty; pleasure-loving; quality consciousness and interest in product information. Demography: age; marital status; year of marriage; religious denomination; school education; occupational training; occupation; employment; income; household income; number of recipients of income; household size; household composition; respondent is head of household; city size; state; citizenship; possession of telephone; possession of car.
Temporal Coverage
  • 1981-01 / 1981-04
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
Women in private households. Age: 14 and older.
Sampling Procedure Comment: Multi-stage stratified random sample (ADM mastersample)
Collection Mode
  • Oral and written survey with standardized questionnaire
Data and File Information
  • Unit Type: Individual
    Number of Units: 3930
This study contains comparable question formulations only relating to ´communication practices´. Further investigations from the series ´Typology of Desires´ are archived under the ZA Study Nos. 1087 (1980), 1570 (1984), 1571 (1986) and 1621 (1987).
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Alternative Identifiers
  • ZA1161 (Type: ZA-No.)
  • BURDA (Hrsg.) Typologie der Wünsche 1981: Strukturen von weiblichen Zielgruppen und deren Kommunikationsverhalten. Offenburg: Burda 1981.

Update Metadata: 2021-04-07 | Issue Number: 87 | Registration Date: 2010-07-22