obtaining and interpreting smrb and mri tables l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Obtaining and interpreting SMRB and MRI tables PowerPoint Presentation
Download Presentation
Obtaining and interpreting SMRB and MRI tables

Loading in 2 Seconds...

play fullscreen
1 / 20

Obtaining and interpreting SMRB and MRI tables - PowerPoint PPT Presentation


  • 658 Views
  • Uploaded on

Obtaining and interpreting SMRB and MRI tables What are SMRB and MRI? What do SMRB and MRI stand for? SMRB (Simmons Market Research Bureau) MRI (Mediamark Research Inc.) One of the most widely used secondary data sources regarding various consumer products

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Obtaining and interpreting SMRB and MRI tables' - johana


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
what are smrb and mri
What are SMRB and MRI?
  • What do SMRB and MRI stand for?
    • SMRB (Simmons Market Research Bureau)
    • MRI (Mediamark Research Inc.)
  • One of the most widely used secondary data sources regarding various consumer products
  • Samples: Survey with over 25,000 households in the U.S. twice a year (spring/fall)
what do they offer
What do they offer?
  • MRI and SMRB provide information on the target audience’s
    • Demographics  Age, Gender, Education, Profession
    • Media usage  Cable TV, Magazine (Based on self-reported readership, not circulation data)
    • Product and brand usage (Ex: Shampoo)
      • Consumption level (Heavy, medium, light users)
      • Form of consumption (Bottle, tube)
      • Type of hair (color treated, damaged, dandruff, dry, oily, normal)
      • Specific brand
      • Manufacturer
how to read mri tables
How to read MRI tables
  • First of all, check the table title and how the base population is defined
    • Total ’000 (unit: thousand)  the US population for each subset
    • Proj ’000 (unit: thousand)  estimated number of subset people who do the defined behavior (e.g., own any MP3 player)
how to read mri tables5
How to read MRI tables
  • Percentage Across  Out of the subset population, the percentage of subset people who do the defined behavior (MP3 player ownership rate within the subset population)
  • Percentage Down  Out of the population who do the defined behavior, the percentage of subset consumers who do the defined behavior
how to read mri tables6
How to read MRI tables
  • “Index”
    • The percent calculated by dividing the Pct Across in a subset row by the Pct Across in the base row
    • A quick and easy indicator of the degree of concentration for each subset
  • Rule of thumb for interpreting “index”: 85 or low  low; 115 or higher  high
slide7

There are about 218,289,000 adults (over 18) in the US

There are about 39,485,000 adults in the US who are between 25-34

slide8

There are about 36,734,000 adults who own at least one MP3 Player in the US

About 8,435,000 adults who are between 25-34 own at least one MP3 Player

in the US

slide9

Pct Across = (6727/28098)*100 = 23.9

23.9% of 18-24 aged US adults own any MP3 Player

slide10

Pct Down = (6727/36734)*100 = 18.3

18.3% of adults in the US who own any MP3 Player are between 18-24

slide11

Index = (23.9/16.8)*100 = 142

Adults aged 18-24 are about 42% more likely to own any MP3 Player than the rest of population

slide14

MRI-Media

Mediamark

slide15

Choose Fall or

Spring 200X

Product

Choose/search for

brand/category

slide16

Portable MP3 Players

Adults over 18

Households who own any MP3 Player

slide17

Save an Excel spreadsheet

or explore data.

test yourself 1
Test Yourself 1
  • If the index for HHI $40-49,999 is 40 and the index for HHI over $150,000 is 240, you would say that people from HHI over $150,000 are about six times as likely to own I-pod as people from HHI $40-49,999.
test yourself 2
Test Yourself 2
  • When you look for advertising media or channel, consider the absolute number of the target as well as its index number.
test yourself 2 cont
Test Yourself 2 (cont.)
  • Consider this…

ex) Even though the index is 215 for “wired” magazine readers, you have to carefully interpret that number because the total wired reader among MP3 player owners is as low as 817 thousand. On the other hand, for “People” magazine, readers amount to 8,984 thousand even though the index number is 129.