Transcript Slide 1

Consumer Survey Datasets
What are they?
How do you interpret the data?
A brief look at Mediamark
Reporter Online …
What are they?
They are the tabulated, numeric results of huge
surveys of many consumers.
The major producers are:
• Simmons Market Research Bureau (SMRB)
• Mediamark Research Inc. (MRI)
Simmons
Mediamark Research & Intelligence
Types of Data Collected:
•
•
•
•
•
•
Demographics (lots of them!)
Product usage
Brand preferences
Media usage
Media preferences
Lifestyle (psychographics,
mostly in Simmons)
Methodology:
• Twice-a-year in-depth surveys of 20-30
thousand adult consumers. Includes:
– ~10 days of keeping a ‘diary’ of all activities,
purchases, consumption, media, etc.
– In-person fieldworker interview of household
• Data from surveys is ‘projected’ onto
annual Census Bureau Population
Estimates
Limitations:
• Separate studies for minors.
• Best for consumer products, not so much for
B2B products.
• Academic libraries are only allowed to buy outof-date data (1-year-old for Mediamark, 2-yearsold for Simmons)
• Mediamark is online, but only provides preformatted, ‘canned’ crosstab reports
• Simmons is cd-rom data (no online access), but
has a powerful interface that allows lots of
customization
Typical questions:
• Demographically, who are the best buyers or
customers of product x or brand y?
• Demographically, who should the
manufacturer target in order to increase
market share?
• How do I find psychographics for this target
group? (Simmons only)
Let’s briefly look at how to retrieve a
crosstab in Mediamark Reporter,
which is the easiest to use.
Starting from the Libraries’
homepage, here’s how to get to it …
Be sure to use the ‘online version’ of
Mediamark Reporter. (The cd-rom
version has much older data.)
You’ll need this information when you
first register for an account …
It’s also repeated on a screen later in
this Powerpoint file.
If you’ve already registered, just go
directly to www.mriplus.com/.
Registration:
Use your [email protected] email to register for an
account – ‘marquette’ must be spelled out in full. Both email
address and the password you create are case sensitive!!
After registering, you’ll receive an email message with an
activation link from Mediamark.
Login at left or Register for Free to begin using MRI+.
This account is free to you: the Libraries pay for the subscription
to the database …
By the way, the database works best with Internet Explorer.
Mediamark registration
• Use your Marquette email address & create a password
– Use the format [email protected]. ‘marquette’ must be
spelled out in full in the domain name (@marquette.edu)
– Password does NOT need to be your eMarq password
• Use the MU Libraries’ address & phone number:
1355 W. Wisconsin Ave.
Milwaukee, WI 53233
414.288.7556
• Go to your eMarq account to complete registration
Mediamark Reporter
Once you’ve logged in, click on this link to
launch the Reporter …
A new browser window will be launched, so
be sure that your browser allows pop-ups.
Volume Types:
Spring 2008 Product
Product: profiles who uses different product types, brands,
etc. Also includes profiles of behaviors (e.g. leisure activities
/ hobbies, sports participation, voting, lottery, etc.)
Media: profiles the media used by different demographic
groups (e.g. by age, occupational group, educational level,
etc.). Includes the media quintiles.
Magazine Qualitative: provides a qualitative measure of
how a magazine is used by readers (e.g. where do they read
it, with how much attention and thoroughness, do they take
any action after reading it).
Magazine Cumulative: provides 4-issue reach and
frequency data for each title.
Click in the Report Volume selection box to choose a report.
This will trigger the appearance of another selection box …
►In general, it’s better to start with the Spring datasets
because they are usually larger.
Scroll through the report categories to
choose a product type, media user
type (demographic group), etc.
You can also search by keyword.
► But beware! Keyword searching
works best with brand names and
other distinctive single words.
Until you are familiar with the
database’s terminology, it can be
less useful.
The Submenus/Search Results AND Crosstab display…
The left half of the screen shows the category submenus (or keyword search results).
This is an awkward screen
that tries to combine two
different things …
The Submenus/Search Results AND Crosstab display…
The right half automatically shows a crosstab for the first selection on the left.
The Crosstab on the right
always reflects the variables
highlighted on the left.
“Beware the Asterisk, er, the Jabberwock, my son!”
Whenever you see an asterisk (*), be aware that
the sample size for this question in the survey
was too small for statistical reliability.
Use these data with caution.
Educ: did not graduate HS
* 33,991
When you change the selection in the
Category box, the variables in the
Target box will also change …
And so will the crosstab.
Athletic Shoes – Brands Bought
Here you see a new Crosstab,
reflecting the selections on the left.
So now the question is:
how do you interpret these numbers?!
Athletic Shoes, Brands bought last 12 months: Nike
Total
Proj Percent Percent
‘000
‘000 Across Down Index
Total
222,210 40,091
18.0 100.0
100
Age 18-24
28,312
7,558
26.7
18.9
148
Age 25-34
39,835
10,868
27.1
151
Let’s
enlarge
this a bit 27.3
…
Age 35-44
43,118 10,661
24.7
26.6
137
Age 45-54
43,296
15.2 variables
16.4
Then
we have6,589
three calculated
…84
Age 55-64
31,707
2,800
8.8
7.0
49
Age 65+
35,941
1,615
4.5
4.0
25
Men 18-34
34,257
9,716
28.4
24.2
157
Men 18-49
66,661 16,999
25.5
42.4
141
Men 25-54
62,432 14,231
22.8
35.5
126
Women 18-34
33,891
8,710
25.7
21.7
142
Women 18-49
67,280 15,806
23.5
39.4
130
Women 25-54
13,887
21.8
34.6
121
These data are 63,818
from the
These
data are projected,
Census Bureau’s Annual
Population Estimate Survey
or extrapolated, from the
Mediamark survey results.
What is the Index?
Athletic
last 12ofmonths:
TheShoes,
Index is Brands
a measurebought
of the probability
finding a Nike
Total group Proj
Percent
user in a specific small,
relative
to the Percent
‘000larger,
Across
probability of finding‘000
a user in the
general Down Index
Total
222,210
100
population. Also
called the40,091
‘propensity to18.0
use’ … 100.0
Age 18-24
28,312
7,558
26.7
18.9
Age 25-34
39,835 10,868
27.3
27.1
Age 35-44
43,118 10,661
24.7
26.6
Age 45-54
43,296
6,589
15.2
16.4
Age 55-64
31,707
2,800
8.8
7.0
Age 65+
35,941
1,615
4.5
4.0
Men 18-34
34,257
9,716
28.4
24.2
English
Men 18-49
66,661 ‘translation’:
16,999
25.5
42.4
Men 25-54
62,432 14,231
22.8
35.5
People who bought
Nike athletic
past
Women 18-34
33,891
8,710 shoes
25.7in the21.7
Women 18-49
15,806
23.5
12 months are67,280
51% more
likely to be
in the 39.4
25–34
Women 25-54
63,818 13,887
21.8
34.6
age range than the general population.
148
151
137
84
49
25
157
141
126
142
130
121
Athletic
Shoes,
Brands
bought‘translation’?
last 12 months: Nike
How do
you get
that English
Total
Proj Percent Percent
You subtract 100 from
the value.
‘000
‘000 Across Down
If the answer is positive,
you say ‘more18.0
likely’.100.0
Total
222,210 40,091
Age 18-24
28,312
7,558
26.7
18.9
Age 25-34
39,835 10,868
27.3
27.1
Age 35-44
43,118 10,661
24.7
26.6
Age 45-54
43,296
6,589
15.2
16.4
Age 55-64
31,707
2,800
8.8
7.0
Age 65+
35,941
1,615
4.5
4.0
Men 18-34
34,257
9,716
28.4
24.2
English
Men 18-49
66,661 ‘translation’:
16,999
25.5
42.4
Men 25-54
62,432 14,231
22.8
35.5
People who bought
Nike athletic
past
Women 18-34
33,891
8,710 shoes
25.7in the21.7
Women 18-49
15,806
23.5
12 months are67,280
51% more
likely to be
in the 39.4
25–34
Women 25-54
63,818 13,887
21.8
34.6
151 – 100 = + 51%
age range than the general population.
Index
100
148
151
137
84
49
25
157
141
126
142
130
121
Athletic Shoes, Brands bought last 12 months: Nike
Total
Proj Percent Percent
‘000
‘000 Across Down
But if the answer222,210
is negative
...
Total
40,091
18.0 100.0
Age 18-24
28,312
7,558
26.7
18.9
Age 25-34
39,835 10,868
27.3
27.1
Age 35-44
43,118 10,661
24.7
26.6
Age 45-54
43,296
6,589
15.2
16.4
Age 55-64
31,707
2,800
8.8
7.0
Age 65+
35,941
1,615
4.5
4.0
Men 18-34
34,257
9,716
28.4
24.2
English
Men 18-49
66,661 ‘translation’:
16,999
25.5
42.4
Men 25-54
62,432 14,231
22.8
35.5
People who bought
Nike athletic
past
Women 18-34
33,891
8,710 shoes
25.7in the21.7
Women 18-49
39.4
12 months are67,280
51% less15,806
likely to be23.5
in the 55–64
Women 25-54
63,818 13,887
21.8
34.6
49 – 100 = – 51%
age range than the general population.
Index
100
148
151
137
84
49
25
157
141
126
142
130
121
Index numbers
• Index value 100 = dead average for total
general population
• However, there is really an average ‘range’:
90 – 110, or 85 – 115
• Therefore:
index values ≥ 110 are significant
index values ≤ 90 are significant
The average range for index values:
Index = 100
Index = 90
Index = 110
On this bell curve, all the average probability people
fall between the 90 and 110 index lines. The people
with greater and lesser probability, statistically
speaking, are in the outside triangular areas.
Use high and low index #’s to
determine:
• Demographics of ‘best’ or core customers
• Demographics of low-use customers
• Demographics of group to which you
might aim an ad campaign.
Index numbers are NOT enough!
Index numbers are always and only
comparative, NOT quantitative: they compare
data for a small demographic group to the
same data for the general population.
Classic example:
Asian-Americans have high index values (180-200) for the
purchase of Hondas and Toyotas. However, they only
constitute ~4.3% of the total population of the US (in 2005).
Therefore, they cannot constitute a significant portion of the
total number of the buyers of imported Japanese cars.
Vertical % or % down
numbers are quantitative!
Use % down/vertical % to see how many of
your target group (column variable) also fall
into a specific, smaller demographic (row
variable).
Mediamark uses the label ‘% down’, and
Simmons uses the label ‘vertical %’ – different
names for the exact same value.
Athletic Shoes, Brands bought last 12 months: Nike
Total
Proj Percent Percent
‘000
‘000 Across Down Index
Total
222,210 40,091
18.0 100.0
100
Age 18-24
28,312
7,558
26.7
18.9
148
Good
English
‘translations’:
Age 25-34
39,835 10,868
27.3
27.1
151
Among buyers of Nike
athletic
shoes in the
last 12 26.6
months, 137
Age 35-44
43,118
10,661
24.7
Age 45-54
43,296
84
42.9% were men aged
18–49.6,589 15.2 16.4
Age 55-64
31,707
2,800
8.8
7.0
49
Men aged 18–49 constitute
42.4%
of all buyers
of Nike
Age 65+
35,941
1,615
4.5
4.0
25
athletic shoes in the
past 12 months.
Men 18-34
34,257
9,716
28.4
24.2
157
Men 18-49
66,661 16,999
25.5
42.4
141
Men 25-54
62,432 14,231
22.8
35.5
126
Women 18-34
33,891
8,710
25.7
21.7
142
Women 18-49 16,999
67,280 15,806
23.5
39.4
130
100 = 42.4%
Women 25-54
63,818X 13,887
21.8
34.6
121
40,091
Index values + vertical %’s =
• A good, reliable profile of best customers
• A good profile of customer groups to target
with an ad campaign
The following slide will show a
selection of rows on Nike buyers,
mostly with higher index values and
higher %’s down.
Total ‘000 Proj ‘000 % Across % Down Index
Men age 18-49
66,661
16,999
25.5
42.4
141
Women age 18-49
67,280
15,806
23.5
39.4
130
Child Age: 6-11 yrs
42,307
10,491
24.8
26.2
137
Child Age: 12-17 yrs
44,788
10,803
24.1
26.9
134
Marital status: never
56,008
13,807
24.7
34.4
137
Marital status: married
124,341
20,856
16.8
52.0
93
Race: Black/Afr. Am.
25,584
7,812
30.5
19.5
169
170,909
26,034
15.2
64.9
84
Race: White
What is missing here?
and explanations
CensusReasoning
Region: South
81,150 for these
15,080data …Context
18.6 … 37.6
103
Census Region: West
49,854
8,348
16.7
20.8
93
TV (total) Quintile I
44,469
6,412
14.4
16
80
Comedy Central
48,028
9,218
19.2
28.1
127
ESPN
66,038
14,700
22.3
36.7
123
MTV
35,077
10,114
28.8
25.2
160
Football, Pro – weekend
54,037
12,544
23.2
31.3
129
Total ‘000 Proj ‘000 % Across % Down Index
Men age 18-49
66,661
16,999
25.5
42.4
You
have to figure out the reasons for the data ...
Women age 18-49
67,280
15,806
23.5
39.4
141
Child Age: 6-11 yrs
42,307
10,491
24.8
26.2
137
Race: White
170,909
26,034
15.2
64.9
84
Census Region: South
81,150
15,080
18.6
37.6
103
Census Region: West
49,854
8,348
16.7
20.8
93
TV (total) Quintile I
44,469
6,412
14.4
16
80
Comedy Central
48,028
9,218
19.2
28.1
127
ESPN
66,038
14,700
22.3
36.7
123
MTV
35,077
10,114
28.8
25.2
160
Football, Pro – weekend
54,037
12,544
23.2
31.3
129
130
For
example, look at the numbers
for 10,803
people in the 24.1
two Census26.9
Child Age: 12-17 yrs
44,788
134
Regions, South and West. Nike buyers are less likely to live in the West
Marital status: never
56,008
13,807
24.7
34.4
137
(index=93; %down=20.8) , than in the South (index=103; %down=37.6).
Marital status: married
124,341
20,856
16.8
When you check the crosstabs
for competitor
brands,
you find 52.0
that in 93
Race:
Black/Afr.
Am. shoe brand
25,584is much7,812
30.5...
19.5
169
the
West,
the Vans
more popular
Total ‘000 Proj ‘000 % Across % Down Index
Men age 18-49
66,661
16,999
25.5
42.4
You
have to figure out the reasons for the data ...
Women age 18-49
67,280
15,806
23.5
39.4
141
Child Age: 6-11 yrs
42,307
10,491
24.8
26.2
137
Child Age: 12-17 yrs
44,788
10,803
24.1
26.9
134
Marital status: never
56,008
13,807
24.7
34.4
137
Marital status: married
124,341
20,856
16.8
52.0
93
Race: Black/Afr. Am.
25,584
7,812
30.5
19.5
169
Census Region: West
49,854
8,348
16.7
20.8
93
130
If you look at the data about people who’ve never married
Race: White
170,909
(index=137,
%down=34.4)
and focus26,034
especially on15.2
the index64.9
value, 84
Census
South
37.6
103
you Region:
might think
that Nike81,150
buyers are15,080
mostly single.18.6
However, when you look at the numbers for people who are married,
TV (total) Quintile I
44,469
6,412
14.4
16
you see that married people do buy Nike’s. And in fact, they
Comedyjust
Central
48,028
9,218(%down=52.0)
19.2
28.1
represent
over half of
all Nike buyers
even
14,700
22.3
36.7how
though their ESPN
likelihood of66,038
buying is low-average
(index=93).
So
do you explainMTV
this? Look
at the numbers
35,077
10,114 for people
28.8with children
25.2 in
the household … Who do you think they’re likely buying for?!
Football, Pro – weekend
54,037
12,544
23.2
31.3
80
127
123
160
129
Sex and Race:
For these two categories of variable, be aware of the
underlying demographic composition of the country.
Only when quantitative values (%’s down) diverge from
the underlying demographics are they truly of interest.
• For sex (gender), the US is close to 50% men and 50% women
(except among the elderly).
• For race or ethnic group, we are roughly* as follows:
White
African American
Asian/Pacific Islander
Native American
Hispanic
~ 74 %
~ 12 %
~5%
~1%
~ 15 %
* This is an extract from the
American Community Survey data
for 2006-08. See the Census
Bureau’s website for more
complete data and explanations.
Total ‘000 Proj ‘000 % Across % Down Index
Men age 18-49
66,661
16,999
25.5
42.4
141
Women age 18-49
67,280
15,806
23.5
39.4
130
Child Age: 6-11 yrs
42,307
10,491
24.8
26.2
137
44,788 and10,803
24.1
(gender)
Nike buyers:
26.9
134
34.4
137
Child Age: 12-17 yrs
Sex
Marital status: never
56,008
13,807
24.7
There is little difference in the Nike buying patterns for men (42.4%)
124,341
20,856
16.8
52.0
and women (39.4%) in the age range 18-49.
Marital status: married
93
Race: Black/Afr. Am.
25,584
7,812
30.5
19.5
169
Race: White
170,909
26,034
15.2
64.9
84
Census Region: South
81,150
15,080
18.6
37.6
103
Census Region: West
49,854
8,348
16.7
20.8
93
TV (total) Quintile I
44,469
6,412
14.4
16
80
Comedy Central
48,028
9,218
19.2
28.1
127
ESPN
66,038
14,700
22.3
36.7
123
MTV
35,077
10,114
28.8
25.2
160
Football, Pro – weekend
54,037
12,544
23.2
31.3
129
Total ‘000 Proj ‘000 % Across % Down Index
Men age 18-49
66,661
16,999
25.5
42.4
141
Women age 18-49
67,280
15,806
23.5
39.4
130
Child Age: 6-11 yrs
42,307
10,491
24.8
26.2
137
Child Age: 12-17 yrs
44,788
10,803
24.1
26.9
134
Marital status: never
56,008
13,807
24.7
34.4
137
Marital status: married
124,341
20,856
16.8
52.0
93
Race: Black/Afr. Am.
25,584
7,812
30.5
19.5
169
Race: White
170,909
26,034
15.2
64.9
84
Census Region: South
81,150
15,080
18.6
37.6
103
16.7
20.8
93
Census Region: West
Race49,854
and Nike8,348
buyers:
TVrace,
(total)there
Quintile
44,469
14.4buyers are16
For
is aI difference
of note: 6,412
19.5% of Nike
African-Americans,
proportion 9,218
than the underlying
Comedy Central a larger
48,028
19.2
28.1
composition would
for. And only
64.9% are22.3
white, a smaller
ESPNaccount
66,038
14,700
36.7
proportion than accounted for by the underlying demographics.
80
127
123
MTV
35,077
10,114
28.8
25.2
160
Football, Pro – weekend
54,037
12,544
23.2
31.3
129
% across / horizontal %
• Horizontal %’s are also quantitative
• Use them to see how many of your row group also
fall into your target (column) group.
• This value is used mostly in media planning
(e.g. when buying ads, you’ll need to know what percentage
of a magazine’s readership fits into a particular
demographic category.)
• Know how to read this value, if only so that you can
readily distinguish it from the % down / vertical %
Athletic Shoes, Brands bought last 12 months: Nike
Total
Proj Percent Percent
‘000
‘000 Across Down
Total
222,210 40,091
18.0 100.0
Good
English ‘translations’:
Age 18-24
28,312
7,558
26.7
18.9
Age 25-34
39,835
10,868bought
27.3
27.1
Among all men aged
18–49, 25.5%
Nike athletic
Age 35-44
43,118 10,661
24.7
26.6
shoes in the past 12
months.
Age 45-54
43,296
6,589
15.2
16.4
Buyers of Nike athletic
shoes in2,800
the past 128.8
months 7.0
Age 55-64
31,707
Age 65+
1,615
4.0
constitute 25.5% of35,941
all men aged
18–49. 4.5
Men 18-34
34,257
9,716
28.4
24.2
66,661 16,999
Men 18-49
25.5
42.4
Men 25-54
62,432 14,231
22.8
35.5
Women 18-34
33,891
8,710
25.7
21.7
Women 18-49 16,999
67,280 15,806
23.5
39.4
Women 25-54
63,818
13,887
21.8
34.6
X 100
= 25.5%
66,661
Index
100
148
151
137
84
49
25
157
141
126
142
130
121
The % down and % across values tell you about
the relationship (or proportions) between three
groups of people: those in the row variable,
those in the column variable, and those in both.
Let’s try looking at these two calculated
variables, % down and % across, another way.
Column:
Bought Nike’s
in last 12 mos.
(40,091)
X:
(16,999)
Row:
Men aged 18–49
(66,661)
Above is an ordinary Venn diagram representing
two of the variables, and their cross-section (X).
(Apologies: the circles are only very roughly proportional …)
Now let’s look at how % down and % across are
calculated for these variables.
Column:
Bought Nike’s
in last 12 mos.
(40,091)
X:
(16,999)
% Down:
16,999
40,091
X 100 = 42.4 %
Here you see that the crosssection of the two variables (X)
represents 43% of the total for
the column variable (people
who bought Nike’s in the last
12 months).
X:
(16,999)
Here you see that the crosssection of the two variables
(X) represents 21% of the
total for the row variable
(men aged 18–49).
Row:
Men aged 18–49
(66,661)
% Across:
16,999
66,661
X 100 = 25.5 %
And that’s our introduction to consumer
survey datasets! What they are, and how
to interpret the numbers …
For more help with using consumer survey
datasets (Mediamark or Simmons), please
contact us at the Information Desk.
414.288.7556
Or, fill out the research consultation
request form at:
http://www.marquette.edu/library/research/consultations.shtml