Typology of Desires 1986

Resource Type
Dataset : Survey and aggregate data
  • BURDA Marktforschung, Offenburg
Publication Date
  • IFAK, Taunusstein (Data Collector)
  • GETAS, Bremen (Data Collector)
  • ZA:
    • Patterns of Consumption
  • CESSDA Topic Classification:
    • Leisure, tourism and sport
    • Mass media
    • Income, property and investment/saving
    • Consumption/consumer behaviour
    • Housing
  • Abstract

    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 trips; destination areas and vacation length; means of transport used and persons accompanying on the vacation trip; utilization of a tour operator or organization of 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 photography 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 for conservation of energy; type of heating and energy source used; possession and planned acquisition of furniture and items of furniture; having a yard; yard size; yard use; frequency of yard work; possession of motorized yard equipment; use of fertilizer 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 ideas regarding price and type of car; preferred manufacturers according to country of manufacture; possession of building loan contracts; type of completed insurances; 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 pharmacies, drug stores or health food stores and monthly expenditures for this; preference for rapid effect or natural composition of medication; participation in reducing programs or diets; height and weight; leisure activities. 2. Quantitative recording of consumer habits: in form of a housekeeping book the respondent recorded the frequency of use of selected products and brands: alcohol-free refreshments; alcoholic beverages; wine and champagne brands; brands of spirits; whisky brands; brands of beer; coffee consumption; consumption of confectioneries, snacks, ready-to-serve cakes, frozen food; cosmetic articles for women and men, cosmetic as well as hair care products; 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 paying 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; ascertainment whether respondent specified occupational position. Also encoded was: ZIP (postal) code; administrative district.
Temporal Coverage
  • 1985-09 / 1986-03
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
German-speaking persons 14 years old and older living in private households
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: 8093
Further investigations from the series ´Typology of Desires´ are archived under the ZA Study Nos. 1087 (1980), 1161 (1981), 1570 (1984) and 1621 (1987).
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Alternative Identifiers
  • ZA1571 (Type: ZA-No.)
  • BURDA (Hrsg.): Typologie der Wünsche 1986. Offenburg: Burda 1986. (2 Berichtsbände und 4 Tabellenbände)

Update Metadata: 2020-10-21 | Issue Number: 87 | Registration Date: 2010-07-22