University of Tokyo

Survey Number 0814
Survey Title The Survey on Japanese Value Orientations, 1973-2008
Depositor Public Opinion Research Division, NHK Broadcasting Culture Research Institute
(Former Name:NHK Broadcasting Culture Research Institute)
Restriction of Use For detailed information, please refer to 'For Data Users' at SSJDA website.

- Apply to SSJDA. SSJDA's approval required.
Educational Purpose Available for both research and instructional purposes.
Period of Data Use Permission One year
Access to Datasets Download
Nesstar Not available
Summary This survey has been conducted by NHK every five years since 1973 with the aim of tracking how people's opinions and attitudes about society, politics, economy, life, etc., change over a long period of time. In order to capture the changes and invariances in the consciousness of Japanese people over a period of 35 years until 2008, we adopted a survey design that maximizes the uniformity of conditions of the survey implementation.

The criteria for selecting survey items are that they (a) cover the most important areas (topics) of value orientation, (b) make possible a systematic understanding of attitudinal characteristics, (c) target attitudes considered likely to change over the long term, d) target attitudes with significant social impact, and (e) are measurable by statistical survey methods. While changing items in the course of each survey round, we ultimately established survey items in respect to seven areas: (1) basic values, (2) economy/society/culture, (3) family/gender relations, (4) communication, (5) politics, (6) international mindedness, and (7) other attributes (see also * "Major Survey Items").

Data Type quantitative research
quantitative research: micro data
Universe National population aged 16 and over in Japan
Unit of Observation Individual
Sample Size
【Response Rate】78.178.575.371.470.667.161.557.5
Date of Collection 1973 ~ 2008
1973,1978,1983,1988,1993,1998,2003,2008 (Eight surveys in total)

The months each round of survey was carried out differ as follows:
・The first, second, fourth, seventh, and eighth round: conducted May through July
・The third, fifth, and sixth round: conducted in September or October (change due to national elections held in these survey years)
Time Period 1973 ~ 2008
Spatial Unit Japan
Sampling Procedure Probability: Stratified
Probability: Multistage
For each round of the survey, a new sample of 5,400 people (5,436 for the first round) aged 16 and older was selected by two-stage stratified random sampling.
Mode of Data Collection Face-to-face interview
Face-to-face interview
Investigator Public Opinion Research Division, NHK Broadcasting Culture Research Institute
DOI 10.34500/SSJDA.0814
Sponsors (Funds)
Related Publications (by the Investigator) Please refer to the abstract in Japanese.
Related Publications (based on Secondary Analysis) List of related publications (based on Secondary Analysis)
Documentation [ Questionnaire ]
Major Survey Items (1) Basic values
Life goals, means of achieving fulfillment in life, authority - equality, efficiency - emotions, an image of ideal person

(2) Economy/society/culture
Consumption/savings, interpersonal relationships (relatives/people in the local community/workplace, friends), ideal work, work and leisure, leisure (present and future), faith/religion

(3) Family/gender relations
Ideal household, husband-wife relationships/father-child relationships, life in advanced age, education of men and women, sexual values, views on marriage

(4) Communication
Preferred forms of media

(5) Politics
Knowledge, sense of efficacy (elections/demonstrations, etc./public opinion), association/activism (workplace/region/politics), political activities, support for a political party, political issues, attitudes toward the emperor, nationalism (affection for Japan and Japanese people/feeling of superiority)

(6) International mindedness
Favorite foreign country and reasons, experience of contact with foreigners, exchange with other countries

(7) Attributes and other, face items
Degree of satisfaction with life, life stage, educational background, jobs, gender, city scale, age

* For details on survey items, please refer to the questionnaire.
Date of Release
Topics in CESSDA Click here for details

Political behaviour and attitudes
Religion and values
Social behaviour and attitudes
Topics in SSJDA Economy/Industry/Management
Version 1 : 2012-04-12
Notes for Users - The data from the 1st round (1973) to the 8th round (2008) of this survey comprise one file.
- The data for each survey year can be identified by the variable representing the survey year.