Transcript Slide 1

Consumer Survey Datasets
What are they?
How do you interpret the data?
A brief look at Mediamark 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)
Example questions:
• Who are the best customers for Nike
athletic shoes?
• What demographic group could we
target with an ad campaign, in order to
try to increase Nike’s market share?
• Advertising
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 …
Mediamark Reporter (Online version)
Registration:
Use your Marquette email account to register for
an account. 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.
New User?
Register for a FREE Account
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.
Click on this button to start …
A new browser window will be launched, so
be sure that your browser allows pop-ups.
Mediamark Reporter
Volume Types:
Spring 2006 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 …
Scroll through the report selections to
choose a product type, media user
type (demographic group), etc.
You can also search for a keyword. But beware!
► Keyword searching works best with brand names and other distinctive
words. Until you are familiar with the database’s terminology, it can be
less useful.
The Search Results and Crosstab display…
The left half of this screen shows the search results,
and the right half automatically shows a Crosstab
for the first result listed.
The Crosstab on the right
always reflects the variables
highlighted on the left.
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: Nike in last 12 months
Total
Proj Percent Percent
‘000
‘000 Across Down
Total
216,971 32,761
15.1 100.0
Age 18-24
28,021
6,083
21.7
18.6
Age 25-34 Then we have
39,430
9,332 variables
23.7
28.5
three calculated
…
Age 35-44
43,656
7,967
18.2
24.3
Age 45-54
41,680
5,734
13.8
17.5
Age 55-64
29,077
2,456
8.4
7.5
Age 65+
35,108
1,190
3.4
3.6
Men 18-34
33,836
8,462
25.0
25.8
Men 18-49
66,218 14,062
21.2
42.9
Men 25-54
61,584 11,736
19.1
35.8
Women 18-34
33,615
6,953
20.7
21.2
Women 18-49
67,007 12,529
18.7
38.2
Women 25-54
11,296
17.9
34.5
These data are 63,181
from the
These
data are projected,
Census Bureau’s Annual
Population Estimate Survey
or extrapolated, from the
Mediamark survey results.
Index
100
144
157
121
91
56
22
166
141
126
137
124
118
Athletic Shoes – Brands Bought: Nike in last 12 months
What is the Index?
The Index is a measure of the probability of finding a
Totalgroup relative
Proj Percent
user in a specific small,
to the Percent
‘000
Across
probability of finding‘000
a user in the
larger,
general Down
216,971
population. Also
called the32,761
‘propensity to15.1
use’ … 100.0
Total
Age 18-24
28,021
6,083
21.7
18.6
Age 25-34
39,430
9,332
23.7
28.5
Age 35-44
43,656
7,967
18.2
24.3
Age 45-54
41,680
5,734
13.8
17.5
Age 55-64
29,077
2,456
8.4
7.5
Age 65+
35,108
1,190
3.4
3.6
Men 18-34
33,836
8,462
25.0
25.8
English
Men 18-49
66,218‘translation’:
14,062
21.2
42.9
Men 25-54
61,584 11,736
19.1
35.8
People who bought
Nike athletic
in the 21.2
Women 18-34
33,615
6,953 shoes
20.7
past 12 months67,007
are 57% 12,529
more likely18.7
to be in the
Women 18-49
38.2
Women 25-54
63,181
17.9
34.5
25-34 age range
than the11,296
general population.
Index
100
144
157
121
91
56
22
166
141
126
137
124
118
Athletic Shoes – Brands Bought: Nike in last 12 months
How do you get that English ‘translation’?
You subtract 100 from the value. If the
Total
Proj Percent Percent
answer is positive,
you
say
‘more likely’.
‘000
‘000 Across Down
Total
216,971 32,761
15.1 100.0
Age 18-24
28,021
6,083
21.7
18.6
Age 25-34
39,430
9,332
23.7
28.5
Age 35-44
43,656
7,967
18.2
24.3
Age 45-54
41,680
5,734
13.8
17.5
Age 55-64
29,077
2,456
8.4
7.5
Age 65+
35,108
1,190
3.4
3.6
Men 18-34
33,836
8,462
25.0
25.8
English
Men 18-49
66,218‘translation’:
14,062
21.2
42.9
Men 25-54
61,584 11,736
19.1
35.8
People who bought
Nike athletic
in the 21.2
Women 18-34
33,615
6,953 shoes
20.7
past 12 months67,007
are 57% 12,529
more likely18.7
to be in the
Women 18-49
38.2
Women 25-54
63,181
17.9
34.5
25-34 age range
than the11,296
general population.
157 – 100 = + 57%
Index
100
144
157
121
91
56
22
166
141
126
137
124
118
Athletic Shoes – Brands Bought: Nike in last 12 months
Total
Proj Percent Percent
‘000... Across Down
But if the answer‘000
is negative
Total
216,971 32,761
15.1 100.0
Age 18-24
28,021
6,083
21.7
18.6
Age 25-34
39,430
9,332
23.7
28.5
Age 35-44
43,656
7,967
18.2
24.3
Age 45-54
41,680
5,734
13.8
17.5
Age 55-64
29,077
2,456
8.4
7.5
Age 65+
35,108
1,190
3.4
3.6
Men 18-34
33,836
8,462
25.0
25.8
English
‘translation’:
Men 18-49
66,218
14,062
21.2
42.9
Men 25-54
61,584 11,736
19.1
35.8
bought Nike
athletic20.7
shoes in21.2
the
Women People
18-34 who have33,615
6,953
12 months are
43% less
likely to18.7
be in the38.2
55Women past
18-49
67,007
12,529
Women 64
25-54
63,181
11,296
17.9
34.5
age range than
the general
population.
57 – 100 = – 43%
Index
100
144
157
121
91
56
22
166
141
126
137
124
118
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 imported Japanese cars. 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: Nike in last 12 months
Total
Proj Percent Percent
Percent
‘000
‘000 Across Down
Down Index
Total
216,971 32,761
15.1 100.0
100
Age 18-24
28,021
6,083
21.7
18.6
144
Good
English 9,332
‘translations’:
Age 25-34
39,430
23.7
28.5
157
Among buyers of43,656
Nike athletic
shoes in18.2
the last24.3
12
Age 35-44
7,967
121
Age 45-54
41,680
5,734
91
months, 42.9% were
men aged
25-49. 13.8 17.5
Age 55-64
29,077
2,456
8.4
56
Men aged 25-49 constitute
42.9%
of all buyers
of7.5
Nike
Age 65+
35,108
1,190
3.4
3.6
22
athletic shoes in 33,836
the past 128,462
months. 25.0 25.8
Men 18-34
166
Men 18-49
66,218 14,062
21.2
141
42.9
Men 25-54
61,584 11,736
19.1
35.8
126
Women 18-34
33,615
6,953
20.7
21.2
137
Women 18-49 14,062
67,007 12,529
18.7
38.2
124
X 11,296
100 = 42.9%
Women 25-54
63,181
17.9
34.5
118
32,761
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 screen will show a
selection of rows that have both a
higher index value (two exceptions
with a low index value), and higher
%’s down.
Total ‘000 Proj ‘000 % Across % Down Index
Men age 18-49
66,218
14,062
21.2
42.9
141
Women age 18-34
33,615
6,953
20.7
21.2
137
89,253
17,604can easily
19.7
these
rows, you
never
53,847
10,976
20.4
conclude
that Nike
buyers …
53.7
131
33.5
135
20
125
28.7
116
18.5
162
16.3
119
19.5
88
17.1
86
Child in HH:From
any
Marital status:
Occupation: sales/office
34,842
6,558
18.8
• are younger
HHI $75-149K
53,536
9,388
17.5
• are middle-income
Race: Black/Afr. Am.
24,815
6,075
24.5
• have children
Spanish speaking HH
29,810
5,339
17.9
• are more likely to be minorities
Census Region: West
6,378
13.2
• are not48,244
the heaviest
TV watchers
TV (total) Quintile I
43,364
5,599
12.9
• use Yahoo.com
Comedy Central
48,028
9,218
19.2
28.1
127
ESPN
60,764
11,405
18.8
34.8
124
Football, Pro – weekend
46,675
9,686
20.8
29.6
137
Yahoo.com
85,153
15,627
18.4
47.7
122
Total ‘000 Proj ‘000 % Across % Down Index
Men age 18-49
66,218
14,062
21.2
42.9
What
youage
have
to figure
out are the
reasons for
the data.21.2
Women
18-34
33,615
6,953
20.7
in HH:Nike
any buyers89,253
17,604
53.7
ForChild
example,
are less likely
(index=88;19.7
%down=19.5)
Marital
never than in53,847
20.4
33.5
to livestatus:
in the West,
the South 10,976
(index=107; %down=38.6).
When you
check the crosstabs
Occupation:
sales/office
34,842 for competitor
6,558 brands,
18.8you find that
20
in the HHI
West,
Puma, Vans 53,536
and other shoe
brands are
also very28.7
$75-149K
9,388
17.5
popular
...
Race:
Black/Afr.
Am.
24,815
6,075
24.5
18.5
Spanish
speaking
HH at the29,810
17.9
And if you
only look
TV quintile 5,339
I data (index=86,
141
137
131
135
125
116
162
16.3
119
%down=17.1),
you’d think48,244
that Nike buyers
Census
Region: West
6,378 aren’t heavy
13.2 TV 19.5
88
watchers.
However,
you look at5,599
the numbers12.9
for ESPN 17.1
TV (total) Quintile
I when
43,364
(index=124;
%down=34.8),
pro-football9,218
(index=137;19.2
%down=29.6)
Comedy Central
48,028
28.1
and Comedy Central (index=127; %down=28.1), you see that
ESPN
60,764
11,405
18.8
34.8
instead they’re just selective in what they watch.
86
127
124
Football, Pro – weekend
46,675
9,686
20.8
29.6
137
Yahoo.com
85,153
15,627
18.4
47.7
122
% 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: Nike in last 12 months
Total
Proj Percent Percent
‘000
‘000 Across Down Index
Total
216,971 32,761
15.1 100.0
100
Good
English ‘translations’:
Age 18-24
28,021
6,083
21.7
18.6
144
Age 25-34
39,430
9,332bought
23.7
28.5
157
Among all men aged
18-49, 21.2%
Nike athletic
Age 35-44
121
shoes in the past 43,656
12 months.7,967 18.2 24.3
Age 45-54
41,680
5,734
13.8
17.5
91
Buyers of Nike athletic
shoes2,456
in the past8.4
12 months
Age 55-64
29,077
7.5
56
constitute 21.2% of
all men aged
18-49. 3.4
Age 65+
35,108
1,190
3.6
22
Men 18-34
33,836
8,462
25.0
25.8
166
Men 18-49
21.2
42.9
141
66,218 14,062
Men 25-54
61,584 11,736
19.1
35.8
126
Women 18-34
33,615
6,953
20.7
21.2
137
Women 18-49 14,062
67,007 12,529
18.7
38.2
124
X 11,296
100 = 21.2%
Women 25-54
63,181
17.9
34.5
118
66,218
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 the two calculated variables,
% down and % across, another way.
Column:
Bought Nike’s
in last 12 mos.
(32,761)
X:
(14,062)
Row:
Men aged 18-49
(66,218)
Above is an ordinary Venn diagram representing
two of the variables, and their cross-section (X).
(Apologies: the circles are only approximately proportional …)
Now let’s look at how % down and % across are
calculated for these variables.
Column:
Bought Nike’s
in last 12 mos.
(32,761)
X:
(14,062)
% Down:
14,062
32,761
X 100 = 42.9 %
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:
(14,062)
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
(66,218)
% Across:
14,062
66,218
X 100 = 21.2 %
Spreadsheet
You can easily download a crosstab
as a spreadsheet …
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/training/consultations.html