Demographic research
- 1. DEMOGRAPHIC RESEARCH Demographics are the quantifiable statistics of a given population. Demographics is also used to identify the study of quantifiable subsets within a given population which characterize that population at a specific point in time. These types of data are used widely in public opinion polling and marketing. Commonly examined demographics include gender, age, ethnicity, knowledge of languages, disabilities, mobility, home ownership, employment status, and even location. Demographic trends describe the historical changes in demographics in a population over time (for example, the average age of a population may increase or decrease over time). Both distributions and trends of values within a demographic variable are of interest. Demographics are very essential about the population of a region and the culture of the people there.
- 2. PSYCHOGRAPHIC RESEARCH • Psychographics is the study of personality, values, attitudes, interests, and lifestyles.Because this area of research focuses on interests, activities, and opinions, psychographic factors are also called IAO variables. Psychographic studies of individuals or communities can be valuable in the fields of marketing, demographics, opinion research, futuring, and social research in general. • When a relatively complete profile of a person or group's psychographic make-up is constructed, this is called a "psychographic profile". Psychographic profiles are used in market segmentation as well as in advertising. Some categories of psychographic factors used in market segmentation include: • activity, interest, opinion (AIOs) • attitudes • values • behavior
- 4. SOCIAL CLASSES • The upper class in modern societies is the social class composed of the wealthiest members of society, who also wield the greatest political power. The upper class is generally contained within the wealthiest 1-2% of the population, and is distinguished by immense wealth (in the form of estates) which is passed on from generation to generation. • The middle class is a class of people in the middle of a societal hierarchy. In Weberian socio-economic terms, the middle class is the broad group of people in contemporary society who fall socio-economically between the working class and upper class. • Working class (or lower class, labouring class, sometimes proletariat) is a term used in the social sciences and in ordinary conversation to describe those employed in lower tier jobs (as measured by skill, education and lower incomes), often extending to those in unemployment or otherwise possessing below-average incomes. Working classes are mainly found in industrialized economies and in urban areas of non-industrialized economies. • Belonger status is a legal classification normally associated with British Overseas Territories. It refers to people who have close ties to a specific territory, normally by birth and/or ancestry. The requirements for belonger status, and the rights that it confers, vary from territory to territory. • Emulators are ambitious, upwardly mobile and status conscious; they want to make it big. • Achievers are the nation's leaders, who make things happen, work within the system and enjoy good life. Integrators are men and women who are fully matured psychologically and combine the best element of inner and outer directedness.