Psychographic Measure
A psychographic measure is a variable that represents a personal characteristic of an individual that is not a physical trait, as are demographic measures (age, gender, height, etc.). Rather, psychographic variables include personality traits, lifestyle preferences or interests, values or beliefs, and attitudes or opinions.
Because psychographics are not directly observable, as are many demographics, nor do they have a "factual" basis as do demographics, their measurement is less precise. Surveys are routinely used to measure psychographics, and they can serve as powerful independent variables in helping explain many dependent variables of interest. For example, in political science, understanding why people vote for the presidential candidates they do is heavily explained by psychographics such as party affiliation, socioeconomic class, religion, veteran status, sexual orientation, and ...
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Reader's Guide
Ethical Issues In Survey Research
Measurement - Interviewer
Measurement - Mode
Measurement - Questionnaire
Measurement - Respondent
Measurement - Miscellaneous
Nonresponse - Item-Level
Nonresponse - Outcome Codes And Rates
Nonresponse - Unit-Level
Operations - General
Operations - In-Person Surveys
Operations - Interviewer-Administered Surveys
Operations - Mall Surveys
Operations - Telephone Surveys
Political And Election Polling
Public Opinion
Sampling, Coverage, And Weighting
Survey Industry
Survey Statistics
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