Classification of respondents by socio-economic characteristics

Date of publication: June 15, 1969


The measures of distance and similarity and the successive grouping of objects to families as well as their socio-demographic characterization are the result of a technique which is mainly intended as a synthetic method. We must ask you to understand that this method has been demonstrated on freely available media material. All consideration can naturally be used without limitation in consumer analysis. The brand producer can directly read from these figures where his product has settled in the space, which competing products are near by and how the similarity is characterised. This makes the connections in the market clearer and offers simultaneously a synthetic evaluation of consumer behaviour, knowledge of which is an important aid for decisions on marketing strategy.

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