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Typology of Desires 1991

Resource Type
Dataset : Survey and aggregate data
  • BURDA Marktforschung, Offenburg
Publication Date
  • BASIS RESEARCH, Frankfurt am Main (Data Collector)
  • GFM/GETAS, Hamburg (Data Collector)
  • ZA:
    • Patterns of Consumption
  • Abstract

    1. consumption inclination, media usage and possession of economic goods. 2. Quantitative recording of consumer habits. Topics: On 1.) consumption inclination, media usage and possession of economic goods: attitude to nutrition, health and environment (scale); personal demands on life and attitude to name-brand articles, brand loyalty, money, advertising, newly developed products and relationship between quality and price (scale); psychological self-characterization and general attitudes and behaviors; product interest; frequency and type of vacation trips; destination areas for vacation trips in the last two years; vacation month; vacation duration; means of transport used and persons accompanying on the vacation trip; utilization of a tour operator or organizing the trip oneself; type of accomodation; preferred vacation type in the last two years; vacation type for main vacation; short trips and means of transport used for this; short trips to Western Germany, Eastern Germany or foreign countries. Media usage: detailed recording of frequency of reading magazines and watching television; turning the television set on with the remote control or mostly on the set itself; type of television antenna used or cable connection; number of programs available through program keys; conduct while watching television (scale): secondary activities along with television, television as background sound and attitude to program interruptions through advertising; possession of durable economic goods from the area of entertainment electronics as well as photographic, film and do-it-yourself equipment; criteria in the purchase of entertainment electronics equipment; possession and age of computers and computer equipment; brand of computer and computer features; private or commercial use of computers; acquisition desires; possession of real estate and intended acquisition of real estate; manner of construction and year of construction of house; floor space; number of rooms; features of residence or residential building; residential status; type of heating and energy used for heating; possession and age of household appliances; furniture already acquired in the last two years as first purchase or replacement purchase and planned acquisitions in the next two years; having a yard and type of yard; yard size; yard features and available yard equipment as well as intent to obtain; fertilizers and pesticides used in the yard as well as in the house; intensity of occupation in the yard; do-it-yourself jobs already conducted as well as planned; possession of drivers license; number of kilometers driven annually; attitude to car driving (scale); number of cars in household and detailed determination of brand, type, year of manufacture, age, possession status, acquisition price, type of vehicle fuel and catalytic converter; workshop preference for regular maintenance, larger or smaller repair jobs as well as routine matters; intent to purchase a car as well as ideas regarding price and type of car; planned acquisition of a second car; most important criteria in vehicle purchase; preferred car brand and preferred country of manufacture; possession of building loan contracts; Loan and Building Association and amount; intended use for the building loan contracts; interest in completing further building loan contracts; reading Loan and Building newsletters; type of completed insurance policies and planned increases; bank account possession; types of investment used; possession of a credit card or Eurocheque card; interest in investment information and insurance opportunities (scale); attitude to use of medication (scale); preference for rapidly working or homoeopathic medications; height; weight; self-assessment of normal weight, underweight or overweight; leisure activities regularly conducted, conducted earlier, appearing of interest as well as out of the question. Communication opportunities: inclination to write letters; frequency of use of public telephones; possession of a telephone; frequency of private as well as business local calls, long-distance calls and foreign calls; interest in private new acquisition or rental of a telephone and desired equipment type; preference to buy from the Post Office or other companies; private or business use of BTX; private interest in use of terminal text. Demography: year of household founding; moving frequency in the last ten years; moving plans in the next 12 months; length of residence in current residence or in building; detailed information on up to six persons living in the household. Interviewer rating: spontaneity of the response to household income or estimate of interviewer; weekday of interview; date of interview; length of interview; ZIP (postal) code; municipality code. On 2.) Quantitative recording of consumer habits: Through a written interview in form of a housekeeping book the respondent recorded the frequency of use of selected products and brands: shopping places; non-alcoholic refreshments and juices; athlete and vitamin beverages; alcoholic beverages; wine and champagne brands; Aperitifs; brands of brandy; sorts of whiskey; brands of rum; brands of vodka; schnapps brands; spirits specialities; brands of liqueur; brands of beer; preferred brands of coffee; tea consumption; consumption of confectioneries, cookies, snacks, candies, crispbread, frozen food, ready-to-serve meals, yoghurt, muesli bars, cheese, sausages; frequency of cooking oneself; attitude to instant products, frozen meals, health food and unprocessed foods (scale); frequency of use and place of purchase of health and diet food; preferred brand for these products; frequency of shopping at drug stores, health food stores and pharmacies and monthly expenditures; preferred drug stores; frequency of self-treatment for selected complaints; frequency of shopping with mail-order companies and department stores; type of products purchased from mail-order companies and department stores; use of tobacco products; number of cigarettes smoked daily; place of buying cigarettes; preferred brand of cigarettes; frequency of participation in lotteries; sympathies for the individual types of Lottery and assessment of the chances of winning; interest in information on hair care products, cosmetics and oral hygiene products; frequency of purchases and brand orientation for hair care products, cosmetics, bath salts, shower salts, deodorants and oral hygiene products; place of purchasing hair care products; frequency of use of sun screen and preferred brands; self-assessment of skin type in the dimensions dry or oily; preferred cosmetics; frequency of use, frequency of purchase and preferred brands of men´s cosmetics as well as women´s cosmetics; monthly financial expenditures for womens´s cosmetics; frequency of use of toilet waters; brand orientation or price orientation and frequency of purchases of butter, margarine, cooking fat and salad oil; primary purpose for white cooking fats and salad oils; preferred types of oil.
Temporal Coverage
  • 1991-03 / 1991-06
Geographic Coverage
  • Germany (DE)
Sampled Universe
German-speaking persons 14 years old and older living in private households
Sampling Procedure Comment: Multi-stage stratified random sample (ADM mastersample). Separate samples for East and West.
Collection Mode
  • Oral and written survey with standardized questionnaire
Data and File Information
  • Unit Type: Individual
    Number of Units: 10310
Further investigations from the series ´Typeology of Desires´ are archived under ZA Study Nos. 1087 (1980), 1161 (1981), 1570 (1984), 1571 (1986), 1621 (1987), 1826 (1989), 1951 (1990/FRG), 1952 (1990/GDR), 2354 (1992) and 2355 1993).
C - Data and documents are only released for academic research and teaching after the data depositor’s written authorization. For this purpose the Data Archive obtains a written permission with specification of the user and the analysis intention.
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
  • ZA2082 (Type: ZA-No.)
  • BURDA (Hrsg.): Typologie der Wünsche 1991: Methodenbeschreibung und Codeplan. Offenburg: BURDA 1991.

Update Metadata: 2020-10-21 | Issue Number: 85 | Registration Date: 2010-07-22

BURDA Marktforschung, Offenburg (1991): Typologie der Wünsche 1991. Version: 1.0.0. GESIS Datenarchiv. Dataset.