Question

Why do marketing researchers use objective, rather than subjective, measures of social class?

Answer 1

The objective method of computing social class is often favored to the subjective and reputational methods. The objective approach is founded on consumers ‘reactions to one or more truthful questions about socio-economic items (e.g. job, revenue, education) that can be simply encompassed in most self-administered marketing research questionnaires. These aspects deliver a good competition to consumers’ routine, contestable income and interests.