Why is the objective method preferred by researchers

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1. 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?

2. Under what circumstances would you expect income to be a better predictor of consumer behaviour than a composite measure of social class (e.g. based on income, education and occupation)? When would you expect the composite social-class measure to be superior?

Reference no: EM131365342

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