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Typology of Desires 1993

Resource Type
Dataset : Survey and aggregate data
  • BURDA Marktforschung, Offenburg
Publication Date
  • BASIS RESEARCH, Frankfurt am Main (Data Collector)
  • GFM/GETAS, Hamburg (Data Collector)
  • Marplan, Offenbach (Data Collector)
  • Infratest, Muenchen (Data Collector)
  • Media Markt Analysen, Frankfurt a.M. (Data Collector)
  • Sample, Moelln (Data Collector)
  • ZA:
    • Patterns of Consumption
  • CESSDA Topic Classification:
    • Leisure, tourism and sport
    • Nutrition
    • Specific diseases and medical conditions
    • Transport, travel and mobility
    • Income, property and investment/saving
    • Consumption/consumer behaviour
    • Information technology
    • Housing
  • Abstract

    1. Inclination to consumption, media usage and possession of economic goods. 2. Quantitative recording of consumer habits. Topics: 1. Inclination to consumption, 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 the 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 the last and the planned vacation trip; source of information about the vacation area and time of decision for the vacation trip; means of transport used and person accompanying on the vacation trip; short trip destinations; type of accomodations; trip month; type of vacation for short and primary vacation; use of various means of transport on short trips; utilization of a tour operator or organizing trip oneself; last-minute trip; detailed recording of frequency of reading magazines and watching television (media usage); turning the television set on with the remote control or mostly on the TV itself; type of television antenna used or cable connection; planned cable or satellite connection; radio reception through cable connection; detailed recording of listening to the radio; music preference; purchase of CDs, blank audio cassettes as well as music cassettes and both pre-recorded as well as unrecorded video cassettes; possession of durable economic goods from the area of entertainment electronics as well as photography, film and do-it-yourself equipment; criteria in purchase of entertainment electronics equipment; type, number and possession status of video games for computers; computer possession; recording of the device brand and computer features; private or commercial use; acquisition desires; annual use of photographic film; preference for color films, black-white films, slides or instant picture cassettes; brand or price preference in purchase of photographic films; possession and age of household appliances; possession of real estate and intended acquisition of real estate; size of residence and number of rooms; residential furnishings; residential status; type of heating and energy source used; possession and planned acquisitions of furniture and items of furniture; purchase in stores specializing in furniture or other stores; purchase of furniture to be assembled; possession of drivers license, car rent and car rental agency; 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 and price of vehicle; purchase or lease; new or used car; type of vehicle fuel used; preferred brand or price preference in purchase of tires and fuel; intent to purchase a car as well as ideas regarding price and type of car; preferred brand according to country of manufacture; possession of building loan contracts; Loan and Building Association used and amount of sum contracted; use purpose; interest in further building loan contracts; reading of Loan and Building newsletters; type of insurance policies; possession of bank accounts; name of financial institute; types of financial investment used; possession of credit card or Euro-check card; interest in financial investment information, risk investments and insurance opportunities (scale); attitude to medications; use of medication and self-treatment; purchase frequency in pharmacies, drug stores or health food stores and monthly expenditure in this area; preferred drug stores; preference for rapid effect or natural composition of a medication; self-treatment with selected complaints or illnesses; height and weight; possession of medical equipment to measure blood pressure and blood sugar; leisure activities; inclination to write letters; use of telephone cards; frequency of telephone calls from public telephones, at home, private or business, in local or long-distance area as well as to foreign countries; interest in new acquisition of a personal telephone and desired type of equipment or manufacturer; use of terminal text; interest in privat BTX use; year of household founding; moving frequency in the last 10 years; length of residence in current residence or in building; planned move in the next 12 months; detailed information on up to 6 persons living in household. Interviewer rating: weekday of interview; length of interview; date of interview; ZIP (postal) code. 2. Quantitative recording of consumer habits: Through a written survey in form of a housekeeping book the frequency of use of selected products and brands was recorded by the respondent: shopping places; non-alcoholic beverages; sport and vitamin drinks; alcoholic beverages; wine, champagne brands; aperitifs; brands of brandy; sorts of whiskey; brands of rum; brands of vodka; brands of schnapps; spirit specialties; brands of liqueur; brands of beer; preferred brands of coffee; tea consumption; consumption of confectioneries, snacks, cheese, sausage products, yoghurt, ready-to-serve meals and frozen food; brands of health and reducing diets; cosmetic articles for women and men; cosmetic as well as hair care products; sun screen; cooking fats and salad oils; having a yard; ornamental garden or vegetable garden; yard size; yard equipment and acquisition intents; type of pesticides and fertilizers used; frequency of yard activity; fertilizers and pesticides for room plants; maintenance conducted and planned, do-it-yourself jobs and repairs in the house; purchase of baby food and diapers; pet possession and use of commercial feed or self-preparation; purchase of animal feed; preferred places to purchase selected products; physical hygiene products for women; preferred types of detergent; frequency of use of washing machine; use of chewing gum and preferred types of chewing gum; interest in selected areas of life; preferred program areas on television; attitude to fashion and fashion orientation (scale); type of articles of clothing purchased for the respondent himself or partner; preferred brand of clothing; possession of watch and preferred brand; playing the lottery; attitude to individual lotteries; sympathies and assessment of the chances of winning in individual lotteries; use of tobacco products and preferred brand of cigarettes; preferred place to purchase cigarettes; use of cigarettes; purchase from mail-order and department stores as well as from electrical shop and builders´ supply stores.
Temporal Coverage
  • 1993-03 / 1993-05
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)
Collection Mode
  • Oral and written survey with standardized questionnaire
Data and File Information
  • Unit Type: Individual
    Number of Units: 15142
Further investigations from the series "Typology 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), 2082 (1991) and 2354 (1992).
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
  • ZA2355 (Type: ZA-No.)
  • BURDA (Hrsg.): Typologie der Wünsche 1993: Methodenbeschreibung und Codeplan. Offenburg: BURDA 1993.
  • Rosenkranz, Doris: Konsummuster privater Lebensformen: Analysen zum Verhältnis von familiendemographischem Wandel und privater Nachfrage. Wiesbaden: DUV Deutscher Universitäts Verlag 1998.

Update Metadata: 2020-10-18 | Issue Number: 86 | Registration Date: 2010-07-22

BURDA Marktforschung, Offenburg (1993): Typologie der Wünsche 1993. Version: 1.0.0. GESIS Datenarchiv. Dataset.