ESOMAR socio-economic classification is based on 3 main variables:
- The occupation of the main income earner (M.I.E) in the household.
- The M.I.E Terminal Education Age
- Not actively employed M.I.E ownership of consumer durables
A two-dimensional social grade matrix for actively employed M.I.E.s can be used where one dimension represents the occupation and the other represents the terminal education age of the M.I.E.s.
SOCIAL GRADE MATRIX FOR ACTIVELY EMPLOYED M.I.E
| |
M.I.E. OCCUPATION |
E 1+2 |
E 3+5 |
E 4,6+7 |
E 12 |
E 8+9 |
E 11+14 |
E 15 |
M.I.E.'S
TERMINAL
EDUCATION
AGE |
21+ |
A |
A |
B |
B |
C1 |
C1 |
D |
17-20 |
A |
B |
C1 |
C1 |
C2 |
C2 |
D |
15-16 |
B |
C1 |
C2 |
D |
D |
D |
E1 |
14 |
C1 |
D |
D |
E1 |
E1 |
E1 |
E3 |
13 |
D |
D |
D |
E3 |
E2 |
E2 |
E3 |
The definition of each of the M.I.E Occupation categories on which the matrix is based is as follows.
- E1: General management, director or top management with responsibility for 6 employees or more;
- E2: Self-employed professional,
- E3: Employed professional,
- E4: General management, director or top management with responsibility for 5 employees or less;
- E5: General management, director or top management with responsibility for 6 employees or less;
- E6: Middle management, other management with responsibility for 5 employees or less;
- E7: Business proprietor, owner (full/partner) of company OR owner of a shop, craftsman, and other self employed person with responsibility for 6 employees or more;
- E8: Employed position, working mainly at desk;
- E9: Business proprietor, owner of company or owner of a shop, craftsman, and other self employed person with responsibility for5 employees or less;
- E10: Student;
- E11: Employed non-manual position, not at a desk but travelling or in a service job;
- E12: Farmer&Fisherman;
- E13: Responsible for ordinary shopping and looking after the home, housewife;
- E14: Supervisor&skilled manual worker;
- E15: Other (unskilled) manual worker, servant;
- E16 Retired or unable to work through illness, unemployment or temporarily not working.
For non-actively employed M.I.E.s can be used to allocate the individual respondent to one of the eight ESOMAR Social Grade categories
SOCIAL GRADE MATRIX FRO NON-ACTIVE EMPLOYED M.I.E.S
|
|
M.I.E. OWNERSHIP OF CONSUMER DURABLES |
|
|
5+ |
4 |
3 |
2 |
1 |
0/Cevap Yok |
M.I.E.'S
TERMINAL
EDUCATION
AGE |
21+ |
A |
A |
B |
C1 |
C1 |
D |
17-20 |
A |
B |
B |
C2 |
C2 |
D |
15-16 |
B |
C1 |
C1 |
E1 |
E1 |
E2 |
14 |
C1 |
C2 |
C2 |
E1 |
E2 |
E3 |
13 |
D |
D |
D |
E2 |
E3 |
E3 |
The ten products selected for inclusion in the scale are:
- a color TV set
- a video recorder
- a video camera
- 2 or more cars
- a still camera
- a PC or home computer
- an electric drill
- an electric deep fat fryer
- a radio-clock
- a second home or a holiday home/flat
It should be noted that this list may be subject to revision in the future in accordance with market developments. For instance if one of the items (e.g. color TV set) no longer differentiates effectively between markets due to increasing penetration, it would be feasible to replace it with a new item.
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