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Consumer Survey Datasets What are they? How do you interpret the data? A brief look at Mediamark Reporter Online …

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1 Consumer Survey Datasets What are they? How do you interpret the data? A brief look at Mediamark Reporter Online …

2 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

3 Types of Data Collected: Demographics (lots of them!) Product usage Brand preferences Media usage Media preferences Lifestyle (psychographics, mostly in Simmons)

4 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

5 Limitations: Separate studies for minors. Best for consumer products, not so much for B2B products. Academic libraries are only allowed to buy out- of-date data (1-year-old for Mediamark, 2-years- old for Simmons) Mediamark is online, but only provides pre- formatted, canned crosstab reports Simmons is cd-rom data (no online access), but has a powerful interface that allows lots of customization

6 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)

7 Lets briefly look at how to retrieve a crosstab in Mediamark Reporter, which is the easiest to use. Starting from the Libraries homepage, heres how to get to it … Lets briefly look at how to retrieve a crosstab in Mediamark Reporter, which is the easiest to use. Starting from the Libraries homepage, heres how to get to it …

8

9 Be sure to use the online version of Mediamark Reporter. (The cd-rom version has much older data.)

10 Youll need this information when you first register for an account … Its also repeated on a screen later in this Powerpoint file. If youve already registered, just go directly to www.mriplus.com/. Youll need this information when you first register for an account … Its also repeated on a screen later in this Powerpoint file. If youve already registered, just go directly to www.mriplus.com/.

11 Login at left or Register for Free to begin using MRI+. Registration: Use your first.last@marquette.edu 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, youll receive an email message with an activation link from Mediamark. Registration: Use your first.last@marquette.edu 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, youll receive an email message with an activation link from Mediamark. 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. 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.

12 Mediamark registration Use your Marquette email address & create a password – Use the format first.last@marquette.edu. 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

13 Once youve 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. Once youve 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. Mediamark Reporter

14 Click in the Report Volume selection box to choose a report. This will trigger the appearance of another selection box … In general, its better to start with the Spring datasets because they are usually larger. Click in the Report Volume selection box to choose a report. This will trigger the appearance of another selection box … In general, its better to start with the Spring datasets because they are usually larger. Volume Types: 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. Volume Types: 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. Spring 2008 Product

15 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 databases terminology, it can be less useful. 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 databases terminology, it can be less useful.

16 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 …

17 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.

18 Beware the Asterisk, er, the Jabberwock, my son! Educ: did not graduate HS * 33,991 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. 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.

19 When you change the selection in the Category box, the variables in the Target box will also change … And so will the crosstab. 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

20 Here you see a new Crosstab, reflecting the selections on the left. So now the question is: how do you interpret these numbers?! So now the question is: how do you interpret these numbers?!

21 Lets enlarge this a bit … Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ Men 18-34 Men 18-49 Men 25-54 Women 18-34 Women 18-49 Women 25-54 Total 000 222,210 28,312 39,835 43,118 43,296 31,707 35,941 34,257 66,661 62,432 33,891 67,280 63,818 Proj 000 40,091 7,558 10,868 10,661 6,589 2,800 1,615 9,716 16,999 14,231 8,710 15,806 13,887 Percent Across 18.0 26.7 27.3 24.7 15.2 8.8 4.5 28.4 25.5 22.8 25.7 23.5 21.8 Percent Down 100.0 18.9 27.1 26.6 16.4 7.0 4.0 24.2 42.4 35.5 21.7 39.4 34.6 Index 100 148 151 137 84 49 25 157 141 126 142 130 121 Percent Down Percent Across Index Athletic Shoes, Brands bought last 12 months: Nike These data are from the Census Bureaus Annual Population Estimate Survey These data are projected, or extrapolated, from the Mediamark survey results. Then we have three calculated variables …

22 Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ Men 18-34 Men 18-49 Men 25-54 Women 18-34 Women 18-49 Women 25-54 Total 000 222,210 28,312 39,835 43,118 43,296 31,707 35,941 34,257 66,661 62,432 33,891 67,280 63,818 Proj 000 40,091 7,558 10,868 10,661 6,589 2,800 1,615 9,716 16,999 14,231 8,710 15,806 13,887 Percent Across 18.0 26.7 27.3 24.7 15.2 8.8 4.5 28.4 25.5 22.8 25.7 23.5 21.8 Percent Down 100.0 18.9 27.1 26.6 16.4 7.0 4.0 24.2 42.4 35.5 21.7 39.4 34.6 Index 100 148 151 137 84 49 25 157 141 126 142 130 121 Index Athletic Shoes, Brands bought last 12 months: Nike 151 What is the Index? The Index is a measure of the probability of finding a user in a specific small, group relative to the probability of finding a user in the larger, general population. Also called the propensity to use … What is the Index? The Index is a measure of the probability of finding a user in a specific small, group relative to the probability of finding a user in the larger, general population. Also called the propensity to use … English translation: People who bought Nike athletic shoes in the past 12 months are 51% more likely to be in the 25–34 age range than the general population. English translation: People who bought Nike athletic shoes in the past 12 months are 51% more likely to be in the 25–34 age range than the general population.

23 Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ Men 18-34 Men 18-49 Men 25-54 Women 18-34 Women 18-49 Women 25-54 Total 000 222,210 28,312 39,835 43,118 43,296 31,707 35,941 34,257 66,661 62,432 33,891 67,280 63,818 Proj 000 40,091 7,558 10,868 10,661 6,589 2,800 1,615 9,716 16,999 14,231 8,710 15,806 13,887 Percent Across 18.0 26.7 27.3 24.7 15.2 8.8 4.5 28.4 25.5 22.8 25.7 23.5 21.8 Percent Down 100.0 18.9 27.1 26.6 16.4 7.0 4.0 24.2 42.4 35.5 21.7 39.4 34.6 Index 100 148 151 137 84 49 25 157 141 126 142 130 121 Index Athletic Shoes, Brands bought last 12 months: Nike 151 English translation: People who bought Nike athletic shoes in the past 12 months are 51% more likely to be in the 25–34 age range than the general population. English translation: People who bought Nike athletic shoes in the past 12 months are 51% more likely to be in the 25–34 age range than the general population. 151 – 100 = + 51% How do you get that English translation? You subtract 100 from the value. If the answer is positive, you say more likely. How do you get that English translation? You subtract 100 from the value. If the answer is positive, you say more likely.

24 Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ Men 18-34 Men 18-49 Men 25-54 Women 18-34 Women 18-49 Women 25-54 Total 000 222,210 28,312 39,835 43,118 43,296 31,707 35,941 34,257 66,661 62,432 33,891 67,280 63,818 Proj 000 40,091 7,558 10,868 10,661 6,589 2,800 1,615 9,716 16,999 14,231 8,710 15,806 13,887 Percent Across 18.0 26.7 27.3 24.7 15.2 8.8 4.5 28.4 25.5 22.8 25.7 23.5 21.8 Percent Down 100.0 18.9 27.1 26.6 16.4 7.0 4.0 24.2 42.4 35.5 21.7 39.4 34.6 Index 100 148 151 137 84 49 25 157 141 126 142 130 121 Index Athletic Shoes, Brands bought last 12 months: Nike 49 49 – 100 = – 51% English translation: People who bought Nike athletic shoes in the past 12 months are 51% less likely to be in the 55–64 age range than the general population. English translation: People who bought Nike athletic shoes in the past 12 months are 51% less likely to be in the 55–64 age range than the general population. But if the answer is negative...

25 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

26 The average range for index values: Index = 100 Index = 110 Index = 90 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.

27 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.

28 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.

29 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. 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.

30 Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ Men 18-34 Men 18-49 Men 25-54 Women 18-34 Women 18-49 Women 25-54 Total 000 222,210 28,312 39,835 43,118 43,296 31,707 35,941 34,257 66,661 62,432 33,891 67,280 63,818 Proj 000 40,091 7,558 10,868 10,661 6,589 2,800 1,615 9,716 16,999 14,231 8,710 15,806 13,887 Percent Across 18.0 26.7 27.3 24.7 15.2 8.8 4.5 28.4 25.5 22.8 25.7 23.5 21.8 Percent Down 100.0 18.9 27.1 26.6 16.4 7.0 4.0 24.2 42.4 35.5 21.7 39.4 34.6 Index 100 148 151 137 84 49 25 157 141 126 142 130 121 Percent Down Athletic Shoes, Brands bought last 12 months: Nike 42.4 40,091 Good English translations: Among buyers of Nike athletic shoes in the last 12 months, 42.9% were men aged 18–49. Men aged 18–49 constitute 42.4% of all buyers of Nike athletic shoes in the past 12 months. Good English translations: Among buyers of Nike athletic shoes in the last 12 months, 42.9% were men aged 18–49. Men aged 18–49 constitute 42.4% of all buyers of Nike athletic shoes in the past 12 months. 16,999

31 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.

32 Total 000Proj 000% Across% DownIndex Men age 18-4966,66116,99925.542.4141 Women age 18-4967,28015,80623.539.4130 Child Age: 6-11 yrs42,30710,49124.826.2137 Child Age: 12-17 yrs44,78810,80324.126.9134 Marital status: never56,00813,80724.734.4137 Marital status: married124,34120,85616.852.093 Race: Black/Afr. Am.25,5847,81230.519.5169 Race: White170,90926,03415.264.984 Census Region: South81,15015,08018.637.6103 Census Region: West49,8548,34816.720.893 TV (total) Quintile I44,4696,41214.41680 Comedy Central48,0289,21819.228.1127 ESPN66,03814,70022.336.7123 MTV35,07710,11428.825.2160 Football, Pro – weekend54,03712,54423.231.3129 What is missing here? Reasoning and explanations for these data …Context … What is missing here? Reasoning and explanations for these data …Context …

33 Total 000Proj 000% Across% DownIndex Men age 18-4966,66116,99925.542.4141 Women age 18-4967,28015,80623.539.4130 Child Age: 6-11 yrs42,30710,49124.826.2137 Child Age: 12-17 yrs44,78810,80324.126.9134 Marital status: never56,00813,80724.734.4137 Marital status: married124,34120,85616.852.093 Race: Black/Afr. Am.25,5847,81230.519.5169 Race: White170,90926,03415.264.984 Census Region: South81,15015,08018.637.6103 Census Region: West49,8548,34816.720.893 TV (total) Quintile I44,4696,41214.41680 Comedy Central48,0289,21819.228.1127 ESPN66,03814,70022.336.7123 MTV35,07710,11428.825.2160 Football, Pro – weekend54,03712,54423.231.3129 For example, look at the numbers for people in the two Census Regions, South and West. Nike buyers are less likely to live in the West (index=93; %down=20.8), than in the South (index=103; %down=37.6). When you check the crosstabs for competitor brands, you find that in the West, the Vans shoe brand is much more popular... You have to figure out the reasons for the data...

34 Total 000Proj 000% Across% DownIndex Men age 18-4966,66116,99925.542.4141 Women age 18-4967,28015,80623.539.4130 Child Age: 6-11 yrs42,30710,49124.826.2137 Child Age: 12-17 yrs44,78810,80324.126.9134 Marital status: never56,00813,80724.734.4137 Marital status: married124,34120,85616.852.093 Race: Black/Afr. Am.25,5847,81230.519.5169 Race: White170,90926,03415.264.984 Census Region: South81,15015,08018.637.6103 Census Region: West49,8548,34816.720.893 TV (total) Quintile I44,4696,41214.41680 Comedy Central48,0289,21819.228.1127 ESPN66,03814,70022.336.7123 MTV35,07710,11428.825.2160 Football, Pro – weekend54,03712,54423.231.3129 If you look at the data about people whove never married (index=137, %down=34.4) and focus especially on the index value, you might think that Nike buyers are mostly single. However, when you look at the numbers for people who are married, you see that married people do buy Nikes. And in fact, they represent just over half of all Nike buyers (%down=52.0) even though their likelihood of buying is low-average (index=93). So how do you explain this? Look at the numbers for people with children in the household … Who do you think theyre likely buying for?! If you look at the data about people whove never married (index=137, %down=34.4) and focus especially on the index value, you might think that Nike buyers are mostly single. However, when you look at the numbers for people who are married, you see that married people do buy Nikes. And in fact, they represent just over half of all Nike buyers (%down=52.0) even though their likelihood of buying is low-average (index=93). So how do you explain this? Look at the numbers for people with children in the household … Who do you think theyre likely buying for?! You have to figure out the reasons for the data...

35 Total 000Proj 000% Across% DownIndex Men age 18-4966,66116,99925.542.4141 Women age 18-4967,28015,80623.539.4130 Child Age: 6-11 yrs42,30710,49124.826.2137 Child Age: 12-17 yrs44,78810,80324.126.9134 Marital status: never56,00813,80724.734.4137 Marital status: married124,34120,85616.852.093 Race: Black/Afr. Am.25,5847,81230.519.5169 Race: White170,90926,03415.264.984 Census Region: South81,15015,08018.637.6103 Census Region: West49,8548,34816.720.893 TV (total) Quintile I44,4696,41214.41680 Comedy Central48,0289,21819.228.1127 ESPN66,03814,70022.336.7123 MTV35,07710,11428.825.2160 Football, Pro – weekend54,03712,54423.231.3129 You have to figure out the reasons for the data... And if you only look at the TV Quintile I data (index=80, %down=16), youd think that Nike buyers arent really heavy TV watchers. (Quintile I indicates the heaviest use of a particular media.) However, when you look at the numbers for ESPN (index=123; %down=36.7), weekend pro-football (index=137; %down=29.6) Comedy Central (index=127; %down=28.1), you see that instead theyre selective in what they watch. And if you only look at the TV Quintile I data (index=80, %down=16), youd think that Nike buyers arent really heavy TV watchers. (Quintile I indicates the heaviest use of a particular media.) However, when you look at the numbers for ESPN (index=123; %down=36.7), weekend pro-football (index=137; %down=29.6) Comedy Central (index=127; %down=28.1), you see that instead theyre selective in what they watch.

36 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. * This is an extract from the American Community Survey data for 2006-08. See the Census Bureaus website for more complete data and explanations. White~ 74 % African American~ 12 % Asian/Pacific Islander~ 5 % Native American~ 1 % Hispanic~ 15 % 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:

37 Total 000Proj 000% Across% DownIndex Men age 18-4966,66116,99925.542.4141 Women age 18-4967,28015,80623.539.4130 Child Age: 6-11 yrs42,30710,49124.826.2137 Child Age: 12-17 yrs44,78810,80324.126.9134 Marital status: never56,00813,80724.734.4137 Marital status: married124,34120,85616.852.093 Race: Black/Afr. Am.25,5847,81230.519.5169 Race: White170,90926,03415.264.984 Census Region: South81,15015,08018.637.6103 Census Region: West49,8548,34816.720.893 TV (total) Quintile I44,4696,41214.41680 Comedy Central48,0289,21819.228.1127 ESPN66,03814,70022.336.7123 MTV35,07710,11428.825.2160 Football, Pro – weekend54,03712,54423.231.3129 Sex (gender) and Nike buyers: There is little difference in the Nike buying patterns for men (42.4%) and women (39.4%) in the age range 18-49. Sex (gender) and Nike buyers: There is little difference in the Nike buying patterns for men (42.4%) and women (39.4%) in the age range 18-49.

38 Total 000Proj 000% Across% DownIndex Men age 18-4966,66116,99925.542.4141 Women age 18-4967,28015,80623.539.4130 Child Age: 6-11 yrs42,30710,49124.826.2137 Child Age: 12-17 yrs44,78810,80324.126.9134 Marital status: never56,00813,80724.734.4137 Marital status: married124,34120,85616.852.093 Race: Black/Afr. Am.25,5847,81230.519.5169 Race: White170,90926,03415.264.984 Census Region: South81,15015,08018.637.6103 Census Region: West49,8548,34816.720.893 TV (total) Quintile I44,4696,41214.41680 Comedy Central48,0289,21819.228.1127 ESPN66,03814,70022.336.7123 MTV35,07710,11428.825.2160 Football, Pro – weekend54,03712,54423.231.3129 Race and Nike buyers: For race, there is a difference of note: 19.5% of Nike buyers are African-Americans, a larger proportion than the underlying composition would account for. And only 64.9% are white, a smaller proportion than accounted for by the underlying demographics. Race and Nike buyers: For race, there is a difference of note: 19.5% of Nike buyers are African-Americans, a larger proportion than the underlying composition would account for. And only 64.9% are white, a smaller proportion than accounted for by the underlying demographics.

39 % 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, youll need to know what percentage of a magazines 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 %

40 Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65+ Men 18-34 Men 18-49 Men 25-54 Women 18-34 Women 18-49 Women 25-54 Total 000 222,210 28,312 39,835 43,118 43,296 31,707 35,941 34,257 66,661 62,432 33,891 67,280 63,818 Proj 000 40,091 7,558 10,868 10,661 6,589 2,800 1,615 9,716 16,999 14,231 8,710 15,806 13,887 Percent Across 18.0 26.7 27.3 24.7 15.2 8.8 4.5 28.4 25.5 22.8 25.7 23.5 21.8 Percent Down 100.0 18.9 27.1 26.6 16.4 7.0 4.0 24.2 42.4 35.5 21.7 39.4 34.6 Index 100 148 151 137 84 49 25 157 141 126 142 130 121 Percent Across Athletic Shoes, Brands bought last 12 months: Nike 25.5 66,661 16,999 66,661 X 100 = 25.5% 16,999 Good English translations: Among all men aged 18–49, 25.5% bought Nike athletic shoes in the past 12 months. Buyers of Nike athletic shoes in the past 12 months constitute 25.5% of all men aged 18–49. Good English translations: Among all men aged 18–49, 25.5% bought Nike athletic shoes in the past 12 months. Buyers of Nike athletic shoes in the past 12 months constitute 25.5% of all men aged 18–49.

41 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. Lets try looking at these two calculated variables, % down and % across, another way.

42 Row: Men aged 18–49 (66,661) Row: Men aged 18–49 (66,661) Column: Bought Nikes in last 12 mos. (40,091) Column: Bought Nikes in last 12 mos. (40,091) X: (16,999) X: (16,999) 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 lets look at how % down and % across are calculated for these variables. 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 lets look at how % down and % across are calculated for these variables.

43 % Down: 16,999 40,091 % Down: 16,999 40,091 X 100 = 42.4 % Column: Bought Nikes in last 12 mos. (40,091) Column: Bought Nikes in last 12 mos. (40,091) X: (16,999) X: (16,999) Here you see that the cross- section of the two variables (X) represents 43% of the total for the column variable (people who bought Nikes in the last 12 months).

44 % Across: 16,999 66,661 % Across: 16,999 66,661 X 100 = 25.5 % X: (16,999) X: (16,999) Row: Men aged 18–49 (66,661) Row: Men aged 18–49 (66,661) Here you see that the cross- section of the two variables (X) represents 21% of the total for the row variable (men aged 18–49).

45 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: 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: And thats our introduction to consumer survey datasets! What they are, and how to interpret the numbers … http://www.marquette.edu/library/research/consultations.shtml


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