► Marketing researchers generally use the objective method to measure social class,
rather than subjective or reputational
methods. Why is the objective method
preferred by researchers?

To eliminate bias when they're making a decision.

Explanation:

Every individuals have our own preference. Including the people who work in a marketing team.

Often times, the preference that the members of marketing have can be different to the preference of their target market. What the marketing team think as a 'Good product' might not be seen as such by the customers.

Researches through objective method follows a rigid scientific process in order to find an answer to a certain question.  The end result of such results will eliminate emotion or personal bias and only factors in all relevant factors that can actually be used as hard data.

This is why they conducted researchers through objective method to measure the market's perception toward their product.

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