Demographic research involves quantitatively studying characteristics of a population such as gender, age, ethnicity, languages spoken, disabilities, employment status, and location over time. Demographic data is used widely in areas like public opinion polling and marketing to understand distributions and trends in a population. Psychographic research examines personality, values, attitudes, interests, and lifestyles to develop "psychographic profiles" that can be used in market segmentation and advertising. Social classes include the upper class of wealthiest members with political power, the middle class between the working class and upper class, and the working class employed in lower tier jobs or unemployed.
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
3.
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.
