Qualitative typology and its significance in market analysis

Date of publication: June 15, 1965


To build a significant typology, two variables must be taken into consideration: l) objective characterisation, 2) attitude. Each must be measured independently. For example, it appears reasonable to say: those who earn a lot of money (measurement of income) have no financial worries (subjective). However, if we ask this question in a representative sample check, the actual results show that financial worries are comparatively unconnected with income. How great is the danger of proceeding from the "objective" circumstance directly to the "subjectively", expected attitude, without justifying this by independent enquiries.

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