haku: @author Ford, R. / yhteensä: 9
viite: 8 / 9
| Tekijä: | O'Brien, S. Ford, R. |
| Otsikko: | Can we at last say goodbye to social class? An examination of the usefulness and stability of some alternative methods of measurement. |
| Lehti: | Journal of the Market Research Society
1988 : JUL, VOL. 30:3, p. 289-332 |
| Asiasana: | SOCIAL CLASSIFICATION LIFE STYLE RESEARCH CLASSIFICATION OF OCCUPATIONS DEMOGRAPHY METHODOLOGY CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | The importance of social class in marketing research is discussed. Current ways of classifying people are described. The debate about the validity of the social class method is reviewed. A study commissioned by Granada Television is outlined. Granada was concerned about the increasing media coverage given to the so-called North/South divide and wanted to explore all aspects of people's lifestyles and income in the country to determine the real differences. Traditional demographics and a range of alternative discriminators were used. The discriminatory powers of the different classification variables are analyzed. The stability and the possibility of the replication of the variables is examined. Marketing implications are summarized. |
SCIMA