Sweden now 1990-I

SND-ID: SND 0431

This study is part of the collection Sweden now

Alternative title

Sverige nu 1990-I

Creator/Principal investigator(s)

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.
In the 1990 survey there are questions about existing household equipment and purchases planned for the next couple of years. The respondent also had to state on a scale ranging from ´very interested´ to ´very uninterested´ how interested she/he was in 67 various subjects and activities covering: Consumer durables; Consumer non-durables; Personal care, health and fashion; Plants and pets; Pleasure and leisure time; Residency and home hobbies; Social and political activities. Another question deals with how much money annually the respondent spends on gambling, clothes, entertainment etc. The respondent also had to state how often various shops were visited, how often various types of advertisement

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Research principal, contributors, and funding

Research principal

IMU-Testologen AB

Protection and ethical review

Data contains personal data


Method and time period

Unit of analysis


Individuals aged 15-70 years

Sampling procedure

Probability: Simple random
Sample selected from the population register DAFA-SPAR

Time period(s) investigated

1989-10-02 – 1990-01-26

Geographic coverage

Geographic spread

Geographic location: Sweden

Lowest geographic unit


Topic and keywords

Research area

Consumption and consumer behaviour, Media, Public relations (CESSDA Topic Classification)
Social Sciences, Media Studies (The Swedish standard of fields of research 2011)

Sweden now 1990-I

Associated documentation

Version 1.0


IMU-Testologen AB (1997). Sweden now 1990-I. Swedish National Data Service. Version 1.0. https://doi.org/10.5878/001089

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Data format / data structure


Creator/Principal investigator(s)

IMU-Testologen AB

Data collection

  • Mode of collection: Self-administered questionnaire: paper
  • Time period(s) for data collection: 1989-10-02–1990-01-26
  • Data collector: IMU-Testologen AB
  • Source of the data: Population group



Number of individuals/objects


Published: 1994-01-01
Last updated: 2019-02-06