The GfK MRI Psychographic Sourcebook

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$more children enjoy math than reading & writing - GfK MRI$

Survey of the American Consumer: Part 1 VI. Sports & Leisure B. Leisure Activities The various ways Americans spend their leisure time is another barometer of lifestyle choices. The battery of questions regarding leisure activities represents a wide range of activities and tap into the choices consumers make for their downtime. Questions – Leisure Activities: Which of the following have you personally participated in the last 12 months? How often do you engage in these (2 or more times a week, once a week, 2-3 times a month, once a month, less than once a month)? • Attend auto shows • Adult education courses • Attend art galleries or shows • Attend horse races • Attend country music performances • Attend rock music performances • Attend classical music/opera performances • Attend other music performances • Attend dance performances • Backgammon • Baking • Barbecuing • Go to bars/night clubs • Go to beach • Billiards/pool • Birdwatching • Board games • Book clubs • Chess • Cooking for fun • Concerts on radio • Crossword puzzles • Dance/go dancing • Dining out • Entertain friends or relatives at home • Fantasy sports league • Furniture refinishing • Home decoration and furnishing • Karaoke • Go to live theater • Go to museums • Painting, drawing • Photography • Photo album/Scrapbooking • Picnic • Play bingo • Play cards • Play musical instrument • Reading books • Reading comic books • Sudoku puzzles • Word games • Trivia games • PC/computer games (play online with software) • PC/computer games (play online without software) • PC/computer games (play offline with software) • Video/electronic games (console) • Video/electronic games (portable) • Woodworking • Zoo attendance Do you engage in any of the following activities? • Collecting antiques • Collecting art • Collecting coins • Collecting comic books • Collecting figurines • Collecting stamps • Collecting sports trading cards • Electric trains • Indoor gardening & plants • Listen to music • Raising pets • Tropical fish 24
Survey of the American Consumer: Part 1 VI. Sports & Leisure C. Participation in Sports This series of questions is designed to aid marketers in understanding how much of a role sports plays in the lives of American consumers. Questions – Participation in Sports: Which of the following have you personally participated in last 12 months? How often do you engage in these (2 or more times a week, once a week, 2-3 times a month, once a month, less than once a month)? • Aerobics • Archery • Auto racing • Backpacking • Baseball • Basketball • Bicycling—Mountain • Bicycling—Road • Boating (power) • Bowling • Canoeing/kayaking • Fishing—fresh water • Fishing—salt water • Football • Frisbee • Golf • Hiking • Hockey • Horseback riding • Hunting with bow & arrow • Hunting with handgun • Hunting with rifle • Hunting with shotgun • Ice skating • Jet skiing • Jogging/running • Karate • Kick Boxing • Lacrosse • Marathon/triathlon (training and events) • Martial arts • Motocross • Motorcycling • Paddle tennis • Pilates • Ping pong/table tennis • Racquetball • Rock climbing • Roller blading/in-line skating • Roller skating • Rowing: stationary/outdoor • Sailing • Scuba diving • Skateboarding • Skiing—cross-country • Skiing—downhill • Snorkeling/skin diving • Snowboarding • Snowmobiling • Soccer • Softball • Surfing/windsurfing • Swimming • Target shooting • Tennis • Volleyball • Walking for exercise • Water skiing • Weight lifting • Whitewater rafting • Yoga • Other D. Engage in Physical Fitness The physical fitness question is designed to be a summary of Americans’ commitment to a regular exercise program. Questions – Engage in Physical Fitness: Have you engaged in a regular exercise program in the last 12 months where you exercised at least twice a week? If yes, did you exercise... • At home • At a club • At another facility 25
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American Kids Study F. Nutrition
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