Understanding Singaporeans

This book details the findings of a large-scale survey on the values and lifestyles of 1500 Singapore residents in 2001. Semi-structured interviews with elderly and young adult Singaporeans were also conducted. This comprehensive study provides insights into Singaporeans' value orientations, personal values, aspirations, satisfaction with life and living in Singapore, media habits, leisure activities, Internet usage, how Singaporeans are similar to or differ from one another, etc.

Contents: Introduction and Research MethodologyValue OrientationsPersonal Values and Life AspirationsLife SatisfactionMedia HabitsLeisure ActivitiesInternet Usage and BehaviorClustering of SingaporeansSuccessful Ageing in SingaporeYoung Adult Singaporeans
Readership: Policy planners; business strategy developers; undergraduates, graduate students and instructors; general public.
Keywords:Values;Lifestyles;Aspirations;Consumption Behaviors;Singaporeans;Elderly;Young AdultsReview:“To provide an added measure of richness and depth of understanding the values and lifestyles of the participants, semi-structured interviews were used as a complementary research tool. Two demographic segments representing both ends of the age spectrum, that is, the elderly and the young adults were selected for these interviews. The choice of these two age groups has added interesting relevance to the findings. As the Singapore population is ageing, it is timely to know the issues and concerns of the elderly. On the other extreme, the young adults face a new set of challenges living in a globalized and competitive world.”Tan Chwee Huat
National University of Singapore
“For researchers and scholars, the study can serve as a springboard for further investigations into the fundamental changes in the value system that may incorporate new measurement dimensions … To policy makers the book makes numerous recommendations that not only have foresight but also are practical. It also suggests further areas of research for the policy making bodies.”Charles Yang
Chairman, Uni-Net International, Inc.
“This book by Prof Kau Ah Keng and his team has brought to the readers an excellent literature using all the modern, classical tools of social research … To anyone who is interested in understanding what makes a Singaporean ‘tick’, this book will be the place to go to … To the practising market researcher, in particular, this book offers an excellent opportunity to review his/her current market research methodologies, data analysis and reporting practices.”Dr Wong Toon Quee
Managing Director
Precision Research Pte Ltd
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