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Psychographics is defined as "market research or statistics classifying population groups according to psychological variables" [1] The term psychographics is derived from the words "psychological" and "demographics" [2] Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions (AIO variables), and values and lifestyles (VALS).
Psychographic segmentation groups consumers by shared values, beliefs, emotions, personalities, interests and lifestyles. Understanding consumers' unarticulated needs and motivations empowers marketers to develop more compelling messaging. Difficult to target consumers within a population unless individuals participate in a psychographic survey. 1
At the micro level, also referred to as the local level, the research population typically is an individual in their social setting or a small group of individuals in a particular social context. Examples of micro levels of analysis include, but are not limited to, the following individual analysis type approach:
In sociology, social facts are values, cultural norms, and social structures that transcend the individual and can exercise social control. The French sociologist Émile Durkheim defined the term, and argued that the discipline of sociology should be understood as the empirical study of social facts. For Durkheim, social facts "consist of ...
Social statistics is the use of statistical measurement systems to study human behavior in a social environment. This can be accomplished through polling a group of people, evaluating a subset of data obtained about a group of people, or by observation and statistical analysis of a set of data that relates to people and their behaviors.
Psychosociology or psycho-sociology is the study of problems common to psychology and sociology, particularly the way individual behavior is influenced by the groups the person belongs to. [ 1 ] For example, in the study of criminals , psychology studies the personality of the criminal shaped by the criminal's upbringing.
For example, attributes important for evaluating a restaurant would include food quality, price, location, atmosphere, quality of service, and menu selection. Consumers, depending on their geographic, demographic, psychographic and behavioural characteristics, will decide which attributes are important to them.
Findings indicate that, after controlling for seniority, African Americans are susceptible to layoffs on a relatively broad and generalized basis that is unstructured by traditional, stratification-based causal factors, namely, background socioeconomic status, human-capital credentials, and job/labor-market characteristics."