Sweden now 1981-II

SND-ID: snd0172-1. Version: 1.0. DOI: https://doi.org/10.5878/002809

Is part of collection at SND: Sweden now


Alternative title

Sverige nu 1981-II

Creator/Principal investigator(s)

Testologen Ltd.

Research principal

IMU-Testologen AB


In the mid-1960s, Testologen AB in collaboration with a group of advertisers, introduced a new way of investigation, where data about the target groups - socio-economic data, interests, purchasing habits, possessions, buying intentions - and data on reading habits were collected in the same survey. At SND there are now surveys available from the Sweden Now series covering a 20-year period, 1972-1991.
A major part of this survey is a replication of earlier surveys. Questions about life style and decisional power at work are back again after being removed the year before. New questions deals with how much of the content the respondent reads in different papers.


Collect broad information about interests, purchasing habits and media choices

Data contains personal data



Method and outcome

Unit of analysis


Individuals aged 15-70 years

Sampling procedure

Probability: Simple random
Random sample selected from the Statistic Sweden population register over the total population (RTB).

Time period(s) investigated

1981-01-25 – 1981-06-29



Number of individuals/objects


Data format / data structure

Data collection
  • Mode of collection: Self-administered questionnaire: paper
  • Time period(s) for data collection: 1981-01-25 – 1981-06-29
  • Data collector: Testologen Ltd.
  • Source of the data: Population group
Geographic coverage

Geographic spread

Geographic location: Sweden

Lowest geographic unit


Highest geographic unit


Administrative information
Topic and keywords

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)


Testologen AB (1981) Orvesto 1981-II : Hela riket. Sollentuna: Testologen Ltd.

If you have published anything based on these data, please notify us with a reference to your publication(s). If you are responsible for the catalogue entry, you can update the metadata/data description in DORIS.


Version 1.0. 1986-10-31

Version 1.0: 1986-10-31

DOI: https://doi.org/10.5878/002809

Related research data in SND's catalogue

Is part of collection at SND

Published: 1986-10-31
Last updated: 2020-02-13