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

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Consumer Behavior

ISBN: 978-0132544368

11th Edition

Authors: Leon G. Schiffman, Joseph Wisenblit

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Question Posted: Dec 10, 2018 04:33 AM

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Marketing researchers generally use the objective method to measure social class rather than the subjective or reputational methods. Why is the objective method preferred by researchers?
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Why do marketing researchers use objective, rather than subjective, measures of social class?

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The objective method is often preferred because a The objective approach is based on consumers r...View the full answer

Consumer Behavior

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