My da|ra Login

Detailed view

metadata language: German English

Strength of Personality (Measure to Determine Target Group Potentials)

Resource Type
Dataset : Survey and aggregate data
  • Institut für Demoskopie, Allensbach
  • SPIEGEL-Verlag, Hamburg
Publication Date
  • Institut fuer Demoskopie, Allensbach (Data Collector)
  • ZA:
    • Patterns of Consumption
  • CESSDA Topic Classification:
    • Social conditions and indicators
    • Social behaviour and attitudes
    • Consumption/consumer behaviour
  • Abstract

    Consumer habits and opinion leadership. Topics: salience of work; technical interest; size and group characteristics of circle of friends; media usage; occupational priorities (scale); social and occupational mobility; change of job and occupation; frequency of social contacts in form of invitations received or inviting guests; judgement on the terms discipline, consumption, optimism, leisure time, punctuality, progress, vigor, authority, middle-class, responsibility, achievement, international, socialism, freedom, safety, native country, individualism, technology, work, private economy, welfare state, family, law and order, conservative, way of thinking, saving, diligence, referendum, possession, nature, security, feeling, computer, microelectronics, advertising as well as government on the dimensions sympathy and orientation of these terms to the future or past; frequency of keeping things to remind of earlier experiences; childhood memories regarding harmonious, active parental home, child-raising principals, lack of self-control, success experiences, deprivations, affection and ties to parents; over-all judgement of one´s own childhood; leisure activities; furnishing household with durable economic goods and planned acquisitions in the next two years; use of the goods; design-orientation or country image in purchase of lamps; most important criteria in purchase of furniture; frequency of reading books and preferred type or genre of books; number of books purchased in the last year; self-assessment of current condition of health; psychological self-characterization (scale strength of personality); self-confidence and self-criticism; classification of sense of time (time changes quickly); desired speed of changes; areas of consumption for which there is a particularly high preference to spend money; healthful nutrition; table manners at home; articles for spontaneous or impulse purchases; interest in technical innovations in the kitchen; frequency of visits to the movies theater and concert; importance of well-groomed clothing; technical understanding (presentation of pictures of a technical drawing); brand awareness and brand knowledge of selected furniture manufacturers; boredom on Sundays and holidays; exercise of schooling or trainer functions during leisure time; preference for active or passive leisure activities; self-realization in leisure time; personal judgement of achievement; job within or outside of the city; means of transport used on the way to work; leadership duties and leadership level; work orientation (scale); areas of application for an additional available sum of money; attitude to an autoritarian leadership style; car possession, organized according to number, brand and type as well as performance class or horse-power; possession of drivers license; class of drivers license; most important criteria in purchasing a car; interest in fashion; knowledge of a foreign language; longer stays abroad; brand awareness in selected areas of consumption; importance of external public image for men as well as women; attendance at leisure courses in the last two years; health resort visits due to private or occupational interest in further education; type of sports practiced; attitude to pride of ownership; familiarity of selected brands in the textile area; maxim in life (scale); attitude to learning, oriented to tests or intrinsically motivated; familiarity of selected contemporary artists and writers as well as occupation with their works; attitude to more television stations; detailed recording of preferred information areas for an inquiry on the television screen (minitel or videotext); frequency of feelings of loneliness; goals in life; areas or things with great prestige; attitude to charity; attitude to computer technology; attitude to money; detailed recording of areas in which one is spoken to as opinion leader, one evaluates oneself to be an opinion follower; self-assessment as trendsetter in the matter of fashion; planned acquisitions or investments by household; most important purchase criteria for high fidelity equipment; attitude to environmental pollution with job creation measures. Demography: age (classified); sex; marital status; number of children; ages of children (classified); religious denomination; frequency of church attendance; school education; vocational training; occupational position; employment; income; household income; size of household; composition of household; respondent is head of household; residential status; state; monthly level of savings; number of siblings and ages of siblings; memberships in clubs, citizens´ initiatives, parties, occupational organizations or trade unions; holding an office; living together with a partner; number of persons in household with their own income.
Temporal Coverage
  • 1982-11 / 1983-02
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
Age: 14 years old and older
Sampling Procedure Comment: The sample has two-parts: 1. Representative quota sample for the population as of 14 years according to the quota characteristics state, administrative district, city size, sex, age, activity and occupation (3284 interviews). 2. Over-sample increment: additionally 559 persons (identified as ´strong personalities´ in the Allensbach advertising supporter analyses of 1981 and 1982) were selected to obtain a sufficiently large basis for analysis of ´strong personalities´.
Collection Mode
  • Oral survey with standardized questionnaire
Data and File Information
  • Unit Type: Individual
    Number of Units: 3843
    Number of Variables: 889
A - Data and documents are released for academic research and teaching.
All metadata from GESIS DBK are available free of restriction under the Creative Commons CC0 1.0 Universal Public Domain Dedication. However, GESIS requests that you actively acknowledge and give attribution to all metadata sources, such as the data providers and any data aggregators, including GESIS. For further information see
Alternative Identifiers
  • ZA1434 (Type: ZA-No.)
  • Spiegel-Verlag (Hrsg.): Persönlichkeitsstärke: Ein neuer Maßstab zur Bestimmung von Zielgruppenpotentialen. Hamburg: Spiegel-Verlag 1983.

Update Metadata: 2020-10-21 | Issue Number: 90 | Registration Date: 2010-07-22

Institut für Demoskopie, Allensbach; SPIEGEL-Verlag, Hamburg (1985): Persönlichkeitsstärke (Maßstab zur Bestimmung von Zielgruppenpotentialen). Version: 1.0.0. GESIS Datenarchiv. Dataset.