Question 1

A single-variable index of objective measures of social class uses just one ______ variable to evaluate social-class membership.
A) geodemographic
B) socioeconomic
C) psychographic
D) personality

Accepted Answer

A single-variable index of objective measures of social class typically uses socioeconomic variables such as income, education, and occupation to evaluate social-class membership. Geodemographic variables refer to the geographic distribution of demographic characteristics, psychographic variables refer to personality traits and values, and personality variables, as the name implies, focus on individual personality traits and characteristics, none of which are typically used in single-variable indices of social class.

Question 2

Jerry determined social class by selecting community 'informants' and having them make social class judgments of others. Jerry used a(n):
A) non-systematic measure.
B) subjective measure.
C) reputational measure.
D) objective measure.

Accepted Answer

Jerry used community informants to make reputational judgments, which is a reputational measure of social class. This method relies on the perceptions and opinions of others in the community, rather than objective measures such as income or education.

Question 3

In the _______ to measuring social class, individuals are asked to estimate their own social class position. 
A) subjective approach 
B) reputational approach 
C) behavioural approach 
D) objective approach

Accepted Answer

The subjective approach to measuring social class involves individuals self-reporting and estimating their own social class position. This method relies on the individuals' own perceptions and therefore may be subject to biases or inaccuracies.

Question 4

Which of the following statements about reputational measures of social class is false?
A) The reputational approach for measuring social class requires selected community informants to make judgments concerning the social class membership of others within the community, rather than themselves.
B) Occupational status is based on reputational measures of prestige.
C) Sociologists have employed the reputational approach to obtain a better understanding of the specific class structures of communities under study.
D) Reputational measures of social class are used extensively by researchers and marketers due to their practicality.

Accepted Answer

The statement "Reputational measures of social class are used extensively by researchers and marketers due to their practicality" is false. While reputational measures are used by sociologists to understand class structures, they are not commonly used by researchers and marketers due to the subjectivity and potential biases involved in using community informants to make judgments about others' social class membership. Instead, objective indicators such as income, education, and occupation are often used.

Question 5

Which of the following is not a typical variable to be included in the objective approach of social class measurement?
A) Income.
B) Education
C) Occupation.
D) All of the above are typical objective variables.

Accepted Answer

All three variables (income, education, and occupation) are typically included in the objective approach of social class measurement.

Question 6

The opportunity for a marketer to match socioeconomic profiles of their target audiences to the audience profiles of selected advertising media is made possible when social class is determined using:
A) non-systematic measures.
B) invalid measures.
C) reputational measures.
D) objective measures.

Accepted Answer

Objective measures, which include measures such as education level, occupation, and income, provide more reliable and accurate information about an individual's social class than non-systematic or invalid measures. Reputational measures, on the other hand, rely on subjective opinions and may not accurately reflect an individual's true social class. Therefore, using objective measures to determine social class can lead to more effective targeting of advertising media.

Question 7

When the inputs of postcode and residence-neighbourhood information are added to socioeconomic factors, the resulting variables are described as:
A) geodemographics.
B) demographics.
C) psychographics.
D) lifestyles.

Accepted Answer

The addition of postcode and residence-neighbourhood information to socioeconomic factors results in geodemographics, which is the segmentation of a population based on the combination of geographic and demographic information.

Question 8

To reach a desired target market, researchers using objective measures to measure social class match the ______ profiles of their target audience to the audience profiles of selected advertising media.
A) geodemographic
B) socioeconomic
C) psychographic
D) personality

Accepted Answer

Socioeconomic profiles are used to measure social class and are commonly used to match target audience profiles to selected advertising media. Geodemographic profiles refer to the study of the demographics of specific geographic locations. Psychographic profiles refer to the study of personality, values, attitudes, and other psychological characteristics of individuals. Personality profiles focus solely on the characteristics that make up an individual's personality.

Question 9

In the _____ approach to measuring social class, individuals are asked to estimate their own social class positions.
A) subjective measures
B) reputational measures
C) behavioural measures
D) objective measures

Accepted Answer

Subjective measures rely on individuals' own perception and estimation of their social class positions, rather than external or objective indicators such as income or occupation. This approach can provide valuable insights into people's own experiences and attitudes towards social class.

Question 10

Ron was uncomfortable segmenting on the basis of social class alone. A marketing consultant agreed and suggested that he incorporate into his analysis the variable of:
A) education.
B) lifestyle.
C) occupation.
D) geodemographics.

Accepted Answer

The answer of Ron was uncomfortable segmenting on the basis...

Question 11

When selected community informants make initial judgments concerning the social class membership of others within the community, rather than themselves, the method of measuring social class being employed is a(n):
A) reputational measure.
B) subjective measure.
C) non-systematic measure.
D) objective measure.

Accepted Answer

The method of measuring social class being employed is a reputational measure since it relies on the judgments and opinions of community informants regarding the social class membership of others in the community. This method does not involve direct assessment of income, education, or other objective indicators of social class.

Question 12

In the subjective measure approach to social classification, most respondents have a tendency to classify themselves in the ______ class.
A) upper
B) middle
C) lower
D) working

Accepted Answer

In the subjective measure approach, individuals are asked to self-identify their social class. Studies have shown that a majority of respondents tend to classify themselves in the middle class, regardless of their actual income or occupation. This is likely due to the fact that the middle class is often seen as the norm or ideal social class in many societies.

Question 13

The major shortcoming of the subjective measure of social class is that it:
A) is self-reported.
B) is subjective.
C) is what people perceive.
D) overstates the middle class.

Accepted Answer

The question asks for the major shortcoming of the subjective measure of social class, and option D states that it overstates the middle class. This is a well-documented issue with subjective measures of social class, as individuals tend to perceive themselves as belonging to the middle class, regardless of their actual economic status. While options A, B, and C accurately describe aspects of subjective measures of social class, they are not the most significant shortcoming.

Question 14

The feeling of social group membership amongst consumers is often referred to as:
A) subjective norm.
B) class consciousness.
C) self-perception.
D) objective norm.

Accepted Answer

The feeling of social group membership amongst consumers is often referred to as class consciousness. This refers to the awareness and recognition of an individual's social class and the identification with others who share similar social and economic circumstances.

Question 15

The ______ approach for measuring social class requires selected community informants to make initial judgments concerning the social class membership of others within the community.
A) subjective measures
B) reputational measures
C) behavioural measures
D) objective measures

Accepted Answer

The description provided matches the method of reputational measures for measuring social class, which involves asking community informants to make judgments about the social class membership of others within the community. This is a subjective approach as it relies on perceptions and opinions rather than objective criteria such as income or occupation.

Question 16

Sam was preparing a questionnaire designed to help classify individuals by their social class. The questionnaire asked the individual's occupation, income and education, as well as some geodemographic information. Sam was using:
A) non-systematic measures.
B) invalid measures.
C) reputational measures.
D) objective measures.

Accepted Answer

Sam was using objective measures because he was gathering specific and measurable information such as occupation, income, education, and geodemographic data to classify individuals by their social class. These measures are based on factual and verifiable data that can be quantified and analyzed objectively, rather than relying on subjective perceptions or opinions.

Question 17

Systematic approaches for measuring social class fall into all of the following categories except:
A) subjective measures.
B) reputational measures.
C) behavioural measures.
D) objective measures.

Accepted Answer

The systematic approaches for measuring social class fall into three categories: SUBJECTIVE measures (self-identification), REPUTATIONAL measures (asking others to identify an individual's social class), and OBJECTIVE measures (based on income, education, occupation, and other measurable characteristics). BEHAVIOURAL measures are not typically considered a category of social class measurement.

Question 18

In an effort to determine the social class of a group of people, Thomas asked group members which social class they believed they were in. Thomas had employed a(n):
A) objective measure.
B) subjective measure.
C) non-systematic measure.
D) reputational measure.

Accepted Answer

Thomas used a subjective measure, which relies on the individual's self-assessment or perception of their social class. This is in contrast to an objective measure, which is based on more concrete factors such as income or occupation, or a reputational measure, where others in the community assess the individual's social class.

Question 19

______ is a widely accepted single-variable index and is probably the best-documented measure of social class because it reflects occupational status.
A) Income
B) Education
C) Occupation
D) Wealth

Accepted Answer

Occupational status is a widely accepted single-variable index of social class, and it reflects an individual's status in the job market. Income, education, and wealth are all factors that can contribute to social class, but they are not as well-documented or widely accepted as occupational status. Therefore, choice C (occupation) is the most accurate and comprehensive measure of social class.

Question 20

In contrast to other methods, which require people to evaluate their own class standing or that of other community members, _______ of social class consists of selected demographic or socioeconomic variables concerning the individual(s) under study. 
A) non-systematic measurement 
B) objective measurement 
C) reputational measurement 
D) valid measurement

Accepted Answer

Objective measurement of social class uses selected demographic or socioeconomic variables, such as income, occupation, and education level, to determine an individual's social class, without requiring subjective evaluations or reputations.

Quiz 10: Social class and consumer behaviour

A single-variable index of objective measures of social class uses just one ______ variable to evaluate social-class membership.

Jerry determined social class by selecting community 'informants' and having them make social class judgments of others. Jerry used a(n) :

In the _______ to measuring social class, individuals are asked to estimate their own social class position.

Which of the following statements about reputational measures of social class is false?

Which of the following is not a typical variable to be included in the objective approach of social class measurement?

The opportunity for a marketer to match socioeconomic profiles of their target audiences to the audience profiles of selected advertising media is made possible when social class is determined using:

When the inputs of postcode and residence-neighbourhood information are added to socioeconomic factors, the resulting variables are described as:

To reach a desired target market, researchers using objective measures to measure social class match the ______ profiles of their target audience to the audience profiles of selected advertising media.

In the _____ approach to measuring social class, individuals are asked to estimate their own social class positions.

Ron was uncomfortable segmenting on the basis of social class alone. A marketing consultant agreed and suggested that he incorporate into his analysis the variable of:

When selected community informants make initial judgments concerning the social class membership of others within the community, rather than themselves, the method of measuring social class being employed is a(n) :

In the subjective measure approach to social classification, most respondents have a tendency to classify themselves in the ______ class.

The major shortcoming of the subjective measure of social class is that it:

The feeling of social group membership amongst consumers is often referred to as:

The ______ approach for measuring social class requires selected community informants to make initial judgments concerning the social class membership of others within the community.

Sam was preparing a questionnaire designed to help classify individuals by their social class. The questionnaire asked the individual's occupation, income and education, as well as some geodemographic information. Sam was using:

Systematic approaches for measuring social class fall into all of the following categories except:

In an effort to determine the social class of a group of people, Thomas asked group members which social class they believed they were in. Thomas had employed a(n) :

______ is a widely accepted single-variable index and is probably the best-documented measure of social class because it reflects occupational status.

In contrast to other methods, which require people to evaluate their own class standing or that of other community members, _______ of social class consists of selected demographic or socioeconomic variables concerning the individual(s) under study.