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Media Flight Plan

Media Flight Plan. Exercise 5 Using Syndicated Consumer Research. Using Syndicated Consumer Research. 1. How many adults say they attended movies in the past 6 months ? (See page 1 of MRI data). Hint: This tab shows Unwgt respondents—make sure you use the projection (000). 128,136,000

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Media Flight Plan

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  1. Media Flight Plan Exercise 5 Using Syndicated Consumer Research

  2. Using Syndicated Consumer Research 1. How many adults say they attended movies in the past 6 months? (See page 1 of MRI data). Hint: This tab shows Unwgt respondents—make sure you use the projection (000). 128,136,000 The figure shown is 128,136 which must be multiplied by 1000 (add 000) based on the projection label (000).

  3. Using Syndicated Consumer Research 2. All of the projections in this crosstab (referring to question number 1) are displayed in a common, numerical way. All of the projections are shown in ____________? They are shown in thousands (000)

  4. Using Syndicated Consumer Research 3. Among all Adults who GRADUATED HIGH SCHOOL, what percent Prefer to See Movie On Opening Weekend? (We're still on pg. 1) Is this a horizontal or vertical problem? Show math used to get the percentage. Tip: Break each problem into bite-size units, and always begin by finding the two base numbers. In this problem, first find the number of Adults who GRADUATED HIGH SCHOOL in the Totals column. Start at top of the Totals column and follow it down to the projection row (000). Next, follow this row across and find the projected number who Prefer to See Movie On Opening Weekend. Last, divide the two numbers, and then multiply by 100 to verify that you have the correct percentage. (Note that it's reported as either Vert% or Horz%; your job is to decide which is correct.) Show complete equation below:

  5. Using Syndicated Consumer Research 3.(Cont) 7.7 percent. Because the projections are across from each other, this is a horizontal problem. Math:

  6. Using Syndicated Consumer Research 4. Targeting adults who attend movies once a month, list the seven marketing regions . Rank markets from 1-7 based on the percentage of once a month movie attendees in each region. Is this a horizontal or vertical problem? Show the math needed to calculate the correct percentage for the Pacific-Mktg Regn. Hint: The denominator is found in the column Totals on page 1. It's a vertical problem—all projections are in the same column. Math: Regions Ranked: Pacific 22.2 Highest South East 17.6 Middle Atlantic 17.0 West Central 15.0 East Central 12.0 South West 10.9 New England 5.4 Lowest

  7. Using Syndicated Consumer Research 5. Of all Adults with children 6-11 years, what percent prefer to see a movie on opening weekend? Is this horizontal or vertical? Show the math. Horizontal 4075(000) / 40678(000) x 100 = 10.0

  8. Using Syndicated Consumer Research 6. Among adults who prefer to see movie on opening weekend, what percent have children 6-11? Horizontal or vertical? Show your math. Vertical 4075(000) / 17653(000) x 100 = 23.1

  9. Using Syndicated Consumer Research 7. Find the set of data for WORKING WOMEN. Among the three groups listed below, which has the highest percentage of movie goers that are WORKING WOMEN? Tip: Although focusing on working women, you still need to consider them as part of the total number of movie goers. • Prefer to See Movie On Opening Weekend • Prefer to See Within 1st 2 Wks After Open Wknd • Prefer to See After Second Week Is this a Horizontal or Vertical problem? Show Math.

  10. Using Syndicated Consumer Research 7. (Cont) Opening Weekend: 5694(000) / 17653(000) x 100 = 32.3 percent Within 1st 2 Wks: 12657(000) / 33164(000) x 100 = 38.2 percent After Second Week: 20298(000) / 57502(000) x 100 = 35.3 percent All of these are vertical problems. “Within 1st 2 Wks” has the highest proportion of working women

  11. Using Syndicated Consumer Research 8. Of the men who Attended Movies Past 6 Months, what percentage Prefer to See Movie on Opening Weekend? Tip: This is a bit of a brainteaser because the percentage (Vert% or Horz%) is not reported for you on the tab. This is a “brainteaser” because the numbers needed are horizontally opposed, but the dividend (Men who Attended movies in the past 6 months) is not in the total column. The Horz% at the intersection of Men and Prefer to see movie on opening weekendis correctly calculated, but it is not the percentage called for in the problem. The correct solution is obtained by dividing the projection for Men who Prefer to see movie on opening weekend—8990(000) by Men who Attended movies in the past 6 months—59851(000): 8990(000) / 59851(000) x 100 = 15.0 percent

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