Mediamark Reporter
Mediamark Reporter provides sample market research dat= a for 1995-2000. It is available only in Ellis Library in the Refe= rence Area. Please ask at the Refer= ence Desk for the location of the MMR computer.
Mediamark Reporter is a database on CD-ROM that provid=
es
information on consumer demographics, pyschographics/lifestyles, product and
brand usage, and media preferences.
The data is from suveys of a representative sample of
LOADING A STU=
DY
Double click the icon for Mediamark. Click “OK” at the “Welcome to Mediamark Reporter” window. Select “CD-ROM” at “Load/Change a Study” window.&= nbsp; Enter “M” in the little box at right and click “Load”.
![](3D"Mediamarkguide_files/image001.gif")
Scroll down to “Appliances – Spring 2000&#= 8221; and double click. A white dot= will appear next to your selection. You may select more than one study to load by double clicking on each one desired. Click “OK̶= 1;.
![](3D"Mediamarkguide_files/image002.gif")
You will be taken back to “Load/Change a Study&#= 8221; window. Choose “Cancel”.
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VIEWING A STU= DY
Select the study you want to view at “Mediamark Reporter Table of Contents” window by scrolling down. We will use “HH Goods: Household Furnishings, Big Ticket = Items, Amount Spent” category as our example throughout this document. When the selection is highlighted,= you may either look at the summary table (table icon in upper right of window) = or the detailed report.
![](3D"Mediamarkguide_files/image004.gif")
The summary table will give you an overview of all pro= ducts, services and/or brand names within a category. Press the escape key on your keybo= ard to move back to the table of contents page.
![](3D"Mediamarkguide_files/image006.gif")
Double click on the category to see a report. For our example, this brings up fo= ur “amount spent” categories.
![](3D"Mediamarkguide_files/image007.gif")
Double click “Spent $1,500 or More, Past 12 Months” to view the detailed report.
Here is part of the table of data for adults who spent $1,500 or more on household furnishings in the last 12 months:
![](3D"Mediamarkguide_files/image008.gif")
INTERPRETING = THE DATA
There is a great deal of data available for each study= in Mediamark:
Demographic characteristics of consumers, including but not limited to:
- Media prefere=
nces of
consumers, including but not limited to:
![](3D"Mediamarkguide_files/image009.gif")
The data is presented in five columns: Total, Projected, Percent Down, Percent = Across, and Index. The first row, Total, shows the occurrence of purchases in the total
The Total = 216;000 column shows the total
![](3D"Mediamarkguide_files/image010.gif")
The Proj. = 216;000 column shows the survey estimate in thousands for each category in the tabl= e, corresponding to each row. For example, based on the survey, a projected number of 1,721,000 adults ages 25-34 spent = $1,500 or more on household furnishings (big ticket items) in the past 12 months.<= /p>
![](3D"Mediamarkguide_files/image011.gif")
The Percent D= own column is the percent corresponding to the total number in the Proj. ‘000 column. This percentage does not represent a percentage of the total population but rat= her the percentage who met the criterion of the table, in this case, the percen= tage of those who spent $1,500 or more. In our example, the 27.9% listed in the Percent Down column for the row 25-34 shows that 27.9% of the adults who spent $1,500 or more on household furnishings (big ticket items) in the past 12 months are ages 25-= 34. The number of adults ages 25-34 is= 27.9% of the total number of adults, 6,175,000, who spent $1,500 or more on house= hold furnishings (big ticket items). Another way to look at the = Percent Down column is to ask “Of all adults who spent $1,500 or more on household furnishings (big ticket items), what percentage were ages 25-34?&= #8221;
![](3D"Mediamarkguide_files/image012.gif")
The Percent A= cross column shows the percentage of adults who have a certain characteristic as defined by a row heading. For example, 4.4% of adults ages 25-34
spent $1,500 or more on household furnishings (big tic= ket items) in the last 12 months. Anothe= r way to look at Percent Across is t= o ask “Of all
![](3D"Mediamarkguide_files/image013.gif")
The Index= column compares the particular demographic or market segment to the total population. In this example, = 4.4% of those ages 25-34 spent $1,500 or more on household furnishings (big tick= et items) in the last 12 months compared to all adults who spent $1,500 or more on household furnishings (big ticket items) in the last 12 months, 3.1%. The index number represents the relationship between a particular demographic group (adults ages 25-34) and= the total population group (all adults). So 4.4 divided by 3.1 =3D 142. The base index for the general population is 100, so adults ages 25-= 34 are 42% more likely to have spent $1,500 or more on household furnishings (= big ticket items) in the past 12 months than the general population.
![](3D"Mediamarkguide_files/image014.gif")
CHANGING THE = DATA SHOWN IN A TABLE
You may change what data is shown in a table by clicki= ng on the “Table format” icon.
![](3D"Mediamarkguide_files/image015.gif")
A window will appear that lists the available data points. The default is for al= l data to be shown, as indicated by a small dot next to the data field.
![](3D"Mediamarkguide_files/image016.gif")
To deselect data fields, double click on the name of t= he data point. For example, if you do= not want to show data about whether or not consumers who spent $1,500 or more on furnishings were Household Heads or Homemakers, double click on each of tho= se data fields, then click “OK”.&= nbsp; A new table will appear showing only the data you wish to view.
![](3D"Mediamarkguide_files/image017.gif")
You may also sort the data table by the various columns – Projected, Percent Down, Percent Across, and In= dex.
Sorting by Index can be useful to find out what demogr= aphic characteristics or media preferences are more likely associated with the consumer acitivity, e.g., spending $1,500 or more on household furnishings = (big ticket items).
![](3D"Mediamarkguide_files/image018.gif")
In this example, sorted by index, the index number for= Modern Bride is 128 meaning Modern Bride readers are 28% more = likely than the general population to have spent $1,500 or more on household furnishings (big ticket items) in the past 12 months than the general population.
![](3D"Mediamarkguide_files/image019.gif")
CREATING TARG= ET REPORTS
Another option in Mediamark is to create target reports. Target reports allow= you to select a product/activity, e.g. $1,500 or more on household furnishings = (big ticket items) in the past 12 months, and focus on it in relation to one med= ia type or demographic characteristic. If you are currently viewing a table of data (like the one above), c= lick on “OK”, then “Cancel” to get back to the “Mediamark Reporter Table of Contents”. If you want to create a target rep= ort for a new study, choose “Change Study”. Otherwise click on the category for which you want to create a report, in this case “HH Goods: Household Furnishings, Big Ticket = Items, Amount Spent; Spent $1,500 or More” then click “Target Report” icon.
![](3D"Mediamarkguide_files/image020.gif")
At the “Targeting Report” window, under “Categories” click the “Select” button.
![](3D"Mediamarkguide_files/image021.gif")
At “Choose categories for Target report” c= lick the “Clear” button.
![](3D"Mediamarkguide_files/image022.gif")
Now scroll down to “HH Goods: Household Furnishings, Big Ticket = Items, Amount Spent”. Double c= lick it and click “OK”.
![](3D"Mediamarkguide_files/image023.gif")
Here you may choose either one media type or one demog= raphic characteristic. In this examp= le, Modern Bride has been selected.
![](3D"Mediamarkguide_files/image024.gif")
A target report has been created for Modern Bride in relation to “HH Goods: Household Furnishings, Big Ticket = Items, Amount Spent”. The targ= et report gives you details on the amount spent on furnishings by readers of t= hat magazine.
![](3D"Mediamarkguide_files/image025.gif")
To find out more information on what types of furnishi= ngs readers of Modern Bride purchase, you could create a target report for “HH Goods: Household Furnishings, Bought Past 12 Months”. For example, based on the index nu= mber of 152 for recliners, people who read Modern Bride and bought household furnishings in the past 12 months bought recliners more often than mattresses (114).
![](3D"Mediamarkguide_files/image026.gif")
Back on the “Targeting Report” screen, you= may also create a target report based on a demographic characteristic.
SAVING DATA
You may save the tables of data and target reports as worksheet files by clicking on the “Work sheet” icon.
![](3D"Mediamarkguide_files/image027.gif")
A window for “Create a Worksheet file” will appear. Select the type of fi= le you want to create and click “Create Worksheet”.
![](3D"Mediamarkguide_files/image028.gif")
In the “Save As” window, select the a:\ dr= ive, name your file, and click “Save”.
![](3D"Mediamarkguide_files/image029.gif")
EXITING MEDIA= MARK
When you are finished, click on “Exit” to = close.
Credit for the format of this document goes to Mary Fe= eney, Librarian for Marketing, at the
Gwen Gray
172 Ellis Library
882-9162
d:\instruction\TAM\TAM288_winter04.doc