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| Author: | Edris, T. A. Meidan, A. |
| Title: | On the reliability of psychographic research: encouraging signs for measurement accuracy and methodology in consumer research. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:3, p. 23-41 |
| Index terms: | CONSUMER RESEARCH METHODOLOGY |
| Language: | eng |
| Abstract: | Psychographics, which is a multivariate behavioural procedure commonly used by consumer researchers to measure quantitative consumer lifestyles, has contributed widely to the growing body of knowledge about consumer behaviour. Psychographics should be reliable enough to measure that which it is intended and nothing else. Reliability requires the potential user to give special care to scaling, measurement, constructs, criterion variable and methodology of analysis. An up-to-date review of the state-of-the-art on the reliability of psychographic research is presented and provides a host of information and literature sources on this subject area. |
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