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...