Sweden now 1978-II
SND-ID: snd0034-1. Version: 1.0. DOI: https://doi.org/10.5878/002476
Is part of collection at SND: Sweden now
Associated documentation
Citation
Alternative title
Sverige nu 1978-II
Creator/Principal investigator(s)
Testologen Ltd.
Research principal
Description
In the mid-1960s, Testologen AB, in collaboration with a group of advertisers, introduced a new survey format that involved collecting target group data - socio-economic data, interests, purchasing habits, holdings, purchasing intentions, etc. - and reading habits data in one and the same survey. The surveys are called 'Sweden Now', but the data bank is marketed under the name ORVESTO. The name ORVESTO indicates the aim of covering many media groups: OR as in the organisational press, VE as in the weekly press and STO as in the metropolitan press. ORVESTO surveys covering a twenty-year period, 1972-1991, are available at SND.
In the 1978 survey, respondents were asked to state their reading habits regarding fifteen different daily newspapers, weekdays and weekends respectively. They were also asked to state their reading habits regarding almost fifty newspapers from the weekly and monthly press. Other questions were about the household's ownership of a number of capital goods such as a car, camera, projector, washing machine, dishwasher, etc., and whether there were dogs, cats, aquarium fish o
In the 1978 survey, respondents were asked to state their reading habits regarding fifteen different daily newspapers, weekdays and weekends respectively. They were also asked to state their reading habits regarding almost fifty newspapers from the weekly and monthly press. Other questions were about the household's ownership of a number of capital goods such as a car, camera, projector, washing machine, dishwasher, etc., and whether there were dogs, cats, aquarium fish or caged birds in the household. A group of questions was about purchasing habits and purchasing intentions for a number of products. A number of questions about personal interests were introduced with "Human interests are different. How interested are you in the following subjects and activities?" The respondent was then asked how interested he/she is in buying food, cooking, having guests, leisure activities, etc. There is information on the respondent's gender, marital status, age, income, occupation, education and residence as well as on the size of the household, age structure and total household income. Sweden Now 1978 is almost a complete replication of the previous year. A novelty for this survey is that the respondents were asked to state whether they agreed or disagreed with a number of statements about lifestyle. The number of questions about how often different stores are visited has been increased, while the questions about decision-making rights in the household have been removed. Show less..
Data contains personal data
No
Language
Unit of analysis
Population
Individuals aged 15-70 years
Time Method
Sampling procedure
Time period(s) investigated
1978 – 1978
Variables
374
Number of individuals/objects
8805
Weighting
V5
Response rate/participation rate
90%
For about one-ninth of the original sample, targeted measures were implemented to increase the propensity to respond. Every third person who had not responded at a certain point in time was offered some form of encouragement to respond. Those who were selected represent two other individuals in the non-response, see variable 5 non-response weight.
Data format / data structure
Geographic spread
Geographic location: Sweden
Lowest geographic unit
A-region
Highest geographic unit
Country
Research area
Consumption and consumer behaviour (CESSDA Topic Classification)
Social sciences (Standard för svensk indelning av forskningsämnen 2011)
Media studies (Standard för svensk indelning av forskningsämnen 2011)
Media (CESSDA Topic Classification)
Public relations (CESSDA Topic Classification)
Swedish Social Science Data Service (1984) ORVESTO 1972-1979 - en marknadssociologisk databank vid Svensk samhällsvetenskaplig datatjänst. SSD report, 1. Göteborg: Swedish Social Science Data Service.
Testologen Ltd. (1978) Orvesto 1978-II : Hela riket. Sollentuna: Testologen Ltd.
