I think the format of the data in the image is just a bit of an awkward way to store the data. Is the spreadsheet 156 columns wide (78 variables * 2 columns each)?
A more tidy/efficient way to work with these data would be a "long" data format that has three columns: variable, key, and value. Such as:
tibble::tribble(
~variable, ~key, ~value,
"how would you describe your...", "Active", 10,
"how would you describe your...", "Very active", 7,
"how would you describe your...", "Not very active", 5
)
#> # A tibble: 3 × 3
#> variable key value
#> <chr> <chr> <dbl>
#> 1 how would you describe your... Active 10
#> 2 how would you describe your... Very active 7
#> 3 how would you describe your... Not very active 5
#> ...
This could then be manipulated to do the iterative joins as described previously. If you can provide a reproducible example of the data I would be happy to help further, but otherwise I can only offer suggestions.