Typology of Desires 1989

Resource Type
Dataset : Survey and aggregate data
  • BURDA Marktforschung, Offenburg
Publication Date
  • BASIS RESEARCH, Frankfurt am Main (Data Collector)
  • Contest-Census, Frankfurt am Main (Data Collector)
  • BASIS RESEARCH, Frankfurt am Main Contest Census, Frankfurt am Main (Data Collector)
  • ZA:
    • Patterns of Consumption
  • CESSDA Topic Classification:
    • Leisure, tourism and sport
    • Mass media
    • Transport, travel and mobility
    • Income, property and investment/saving
    • Consumption/consumer behaviour
    • Housing
  • Abstract

    1. Attitudes to consumption. Use of media and ownership of economic goods. 2. Quantitative recording of consumer habits. Topics: 1. Personal demands on life; frequency and type of vacation trip; destination and length of stay; method of transportation used and persons participating in the vacation trip; type of accommodation; use of a tour operator or personally organizing the trip; destinations for brief trips; detailed recording of the frequency of reading magazines and the use of television (media usage); attitude to name-brand products, money, advertising, quality and price (scale); possession of durable economic goods from the areas of entertainment electronics, photography as well as film and do-it-yourself equipment (scale); criteria for the purchase of entertainment electronics, photography and film equipment (scale); interest in information on selected products (scale); possession and age of household appliances; ownership of real estate and intended acquisition; size of apartment and number of rooms; housing status; planned changes in the building to save energy; type of heating and energy source; ownership and planned acquisition of furniture and other furnishings; ownership of garden; size of garden; use of garden; frequency of work in garden; ownership of motorized yard tools; decision-making in the purchase of yard tools; use of fertilizers and herbicides; frequency of care of plants in the apartment; do-it-yourself tasks carried out; possession of drivers license and class of drivers license; kilometers driven annually; attitude to driving (scale); number of cars in the household and detailed determination of make, type, year of manufacture, age and price of vehicle; purchase or lease, new or used, type of fuel; opportunity to use a company car; conducting repairs and maintenance; planned acquisition of a new or used car and ideas on price and type; criteria for buying a car; preferred make according to country of manufacture; possession of savings account with a building society; building societies used; contracted savings amount; use for the savings; type of insurance policies; possession of bank accounts; type of financial investments; possession of credit card or euro-cheque card; attitude to medication; use of medication and self-treatment; visits to the doctor; frequency of purchases in drugstores and health food stores and the monthly amount spent for this; preference for fast-working or natural medication; self-treatment for certain ailments or diseases (scale); participation in reducing programs or diets; height and weight; leisure activities; detailed information on up to six members of the household. Interviewer rating: weekday of interview; length of interview; date of interview; ZIP (postal) code. 2. Quantitative recording of consumer habits: In the form of a household diary the respondent recorded the frequency of use of selected products and brands: shopping places; alcohol-free refreshments; alcoholic drinks; brands of wines and sparkling wines; aperitifs; brands of spirits; brands of whiskey; brands of rum; brands of vodka; brands of schnapps; special sorts of spirits; brands of liqueur; brands of beer; brands of coffee and coffee consumption; consumption of sweets, chips, brands of health-food bars; brands of crisp breads {Knaeckebrot}; instant meals, frozen foods; brands of health and diet food; cosmetics for men and women, body and hair care products; use of tobacco and preferred brand of cigarettes; purchases from mail-order companies and department stores.
Temporal Coverage
  • 1989-01 / 1989-04
Geographic Coverage
  • Germany (DE)
    FRG incl. West Berlin
Sampled Universe
German-speaking people from the age of 14, living in private households.
Sampling Procedure Comment: Multi-stage stratified random sample (ADM mastersample)
Collection Mode
  • Oral and written interview with standardized questionnaire
Data and File Information
  • Unit Type: Individual
    Number of Units: 8071
Further investigations from the series Typology of Desires are archived under ZA Study Nos. 1087 (1980), 1161 (1981), 1570 (1984), 1571 (1986) and 1621 (1987).
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Alternative Identifiers
  • ZA1826 (Type: ZA-No.)
  • BURDA (Hrsg.): Typologie der Wünsche 1989. Offenburg: Burda 1989. (Methodenbeschreibung und Codeplan)

Update Metadata: 2021-04-07 | Issue Number: 91 | Registration Date: 2010-07-22