Head of household

The person in a private household responsible for everyday shopping. In Mediapulse TV Data, a distinction is made between a traditional and a modern definition of the head of household. According to the traditional definition, there can only be one head of household per household. Such a person is determined according to logical-demographic criteria based on age and gender. In contrast, the modern definition of the head of household is left to the panel members; according to this criterion, up to two heads of household per household are possible.