Typology of Desires 1989

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.1. 消费态度、媒介使用与经济物品拥有情况 2. 消费习惯量化记录 调研主题：1. 个人生活需求；度假旅行的频次与类型、目的地与停留时长、所用交通工具与同行人员、住宿类型、选择旅行社代办或自行组织行程、短途旅行目的地；杂志阅读频次与电视使用情况（媒介使用行为）的详细记录；对名牌产品、金钱、广告、质量与价格的态度（量表，scale）；娱乐电子设备、摄影器材、影视设备及手工DIY工具等品类耐用经济物品的拥有情况（量表，scale）；娱乐电子、摄影及影视设备的选购标准（量表，scale）；对特定产品相关信息的关注度（量表，scale）；家用电器的拥有情况与使用年限；房产拥有情况与拟购置计划；住宅面积与房间数量；住房状况；为节能而进行的住宅改造计划；供暖方式与能源类型；家具及其他家居陈设的拥有情况与拟购置计划；庭院拥有情况、庭院面积、庭院使用方式与庭院劳作频次；电动园艺工具拥有情况；园艺工具选购决策考量；肥料与除草剂使用情况；室内植物养护频次；已完成的手工DIY任务；驾驶证拥有情况与准驾等级；年度行驶里程；对驾驶行为的态度（量表，scale）；家庭汽车保有量，以及车辆品牌、型号、生产年份、使用年限与购置价格的详细信息；购车方式（购买/租赁）、车辆新旧程度（新车/二手车）与燃料类型；公务用车使用权限；车辆维修与保养行为；拟购置新车/二手车的计划，以及对价格与车型的偏好；汽车选购标准；按生产国划分的偏好汽车品牌；住房储蓄账户拥有情况；合作住房储蓄银行使用情况；约定储蓄金额；储蓄资金用途；保险险种类型；银行账户拥有情况；金融投资品类；信用卡或欧洲支票卡拥有情况；对药物治疗的态度；药物使用与自我诊疗行为；就医频次；药店与健康食品店的采购频次及月度消费金额；对速效药物或天然药物的偏好；针对特定病症的自我诊疗行为（量表，scale）；减重计划或饮食干预项目参与情况；身高与体重；休闲活动；家庭至多6名成员的详细信息。 访问员采集信息项：访谈日期为工作日、访谈时长、访谈日期、邮政编码（ZIP postal code）。 2. 消费习惯量化记录：由受访者以家庭日志（household diary）形式记录特定产品与品牌的使用频次：购物场所、无酒精饮品、含酒精饮品、葡萄酒与起泡酒品牌、开胃酒、烈酒品牌、威士忌品牌、朗姆酒品牌、伏特加品牌、蒸馏酒品牌、特色烈酒品类、利口酒品牌、啤酒品牌、咖啡品牌与咖啡消费量、糖果与薯片消费量、健康食品棒品牌、脆薄面包干{Knaeckebrot}品牌、即食餐食与冷冻食品、健康与减肥食品品牌、男女彩妆及身体与头发护理产品、烟草使用情况与香烟偏好品牌、邮购企业与百货商场采购行为。