Women of Class C. Same class, different realities? Some implications for marketing research

Katia Freitas Benchimol, Andrea Andrea Costa and Nelsom Marangoni

This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative application of results.

Women of Class C

Same Class, Different Realities

Katia de Freitas BenchimolAbril Media Group, Brazil

Andrea CostaAbril Media Group, Brazil

Nelsom MarangoniIBOPE Solution, Brazil

INTRODUCTION

IBOPE Solution (the research company) and Editora Abril (the client)...

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