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

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) have worked in an integrated way in planning, analysis, and presentation of the findings, clearly showing how enriching appropriate partnership can be to a research project.

Technically, this is an application of multivariate analysis procedures to obtain an attitudinal segmentation of middle-class females. A very clear and quite discriminating output was reached, aspects that embody significant relevance as the women, in view...

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