Abstract:

The object of this paper is to examine two methods of estimating the "social class" structure of a particular population universe once certain data is already known e.g. age, sex, area, socio-professional classes, etc... We subsequently show that one of these methods can be used to estimate other aspects of this population structure. For the purposes of this paper, we will examine in particular that type of population which is defined as the audience of an advertising medium. This study therefore falls particularly in the domain of marketing and media research.