MRI Mediamark Reporter

Using MRI - Mediamark Reporter

Mediamark Reporter provides information on demographics, lifestyles, product and brand usage, and advertising media preferences of consumers. MRI surveys 26,000 consumers annually throughout the continental United States uisng personal interviews and a self-administered questionnaire.

LOGGING ON

After selecting "MRI Mediamark Reporter" from the Pace Library database list, you are taken to a page that asks you to login with your email address and password.

  1. If this is your first time using Mediamark Reporter, click on the "Register for a FREE Account" link and complete the form
    1. Be sure to register using your Pace University email account ending in "@pace.edu"
    2. You will be sent a confirmation email with a validation link to follow in order to complete your account request.
  2. If you already have a free account, enter your email address and password to enter the databse.
  3. After logging in, click on the "Mediamark Reporter" button (located in the MRI Information Systems box).

 

SELECTING A STUDY

Once you have entered the database, you should see a list of available "Report Volumes." Each report volume covers a broad product category. Within each broad category, you can find Reports on more specific product categories.

  • Scroll through the list to select a Report Volume and click on the volume you would like to search.
  • Once you have selected the report volume, the Choose a Report menu will be displayed. Click on the report you would like to access.
  • A Report Window appears, automatically generating a Report based upon the first Category, Base and Target in the lists.

 

In the above example, you will see the contents of the Beverages category from the Fall 2006 report volume.

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SEARCHING

The following example illustrates a Mediamark Reporter search for information on consumers of a specific product group.

Suppose that you are developing a print marketing campaign for an energy drink, and you want to better understand who the current users of your product or similar products are (in terms of age, income, education and other demographics), and what magazines they read.

  • Scroll down in the Category menu and highlight Energy Drinks
  • You can limit the list of product usage reports to those dealing with a particular demographic base (e.g. "Women") using the Base menu. By default, the database shows you reports on all demographic bases.
  • Suppose that you want to target your campaign toward people who are likely to buy a lot of energy drinks. In the Target menu, you can select Drinks/Last 30 Days Heavy (5+) to see demographic and media consumption information about adults who are heavy users of energy drinks.
  • The resulting report (automatically displayed on the right hand side of the screen) profiles current users in demographic terms, what kinds of media they use (e.g. radio, television) and at what time of day, and even what channels they watch and what magazines they read.
    • Be sure to scroll through the Report to see all the data.

 

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Limiting Your Results

The report generated in the above example is several pages long. For practical reasons, you may want to limit your results to show only certain variables.

To do so:

  • Click on the Options button.
  • You are brought to the Options screen where you can limit your column and row criteria. All columns and rows are selected by default.
  • If you want to limit your output to certain rows, click on Clear to deselect all rows.
  • To select the rows (demographic data) you want to see, click on the individual items so that an asterisk appears in the left margin.
  • In the "Media and Demo types" box, select the type of media data you would like to see in the report.
    • For example, click Mags-Sports to see only demographic information and sports magazine readership.
  • Click the Modify button to return to the Report display. Notice that only the variables that you selected (demographic variables and magazine titles in the sports category) are now displayed.
  • NOTE: The Options you select during a search are saved as the default setting for your account and will be used for future searches. Be sure to go back to the Options box, and reset the "Media and Demo types" box back to "All Media and Demos," (Demos = demographics) and click the All button under the "Rows" box to return to the default settings. Click on the Modify button to return to the report screen.

 

Sorting Results

To sort your results by a certain column, click on one of the blue highlighted column headings and the system will automatically sort that column in descending order.(see the section below on Interpreting the Data for more information on the Mediamark Reporter column headers).

Keyword Searching

Mediamark Reporter's Search option allows you to search for a specific product across a number of study categories. To perform a keyword search:

  • Log on to the database, or if you are already logged on, click on Change Report to return to the available reports screen.
  • In the Search by Keyword box, type the term you would like to search for in the space provided.
  • Click Search and the report containing your search term will be displayed, along with additional Categories (in the Category menu on the left) that contain your search term.

 

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INTERPRETING THE DATA

The data that Mediamark provides is presented in five columns: Total '000, Proj '000, Percent Down, Percent Across, and Index.

 

 

 

Total '000

Mediamark Reporter Total Population - estimated number of adults age 18+ in the 48 contiguous United States at the time the study was published. Remember to add the three 000s to the end of whatever number is given.

 

 

Proj '000 = Projected

This number represents the projected total number of adults who meet the report heading criteria of the current table as well as the specific row criterion.

 

 

Percent Down

The percentage of all people meeting the report heading criteria (product use or purchase) that meet the criteria for the row selected (demographics or media use). Notice that 100% corresponds to the people meeting the table's criterion and not to the population as a whole.

 

 

Percent Across

The percentage of all people meeting the criteria for the (demographics or media use) row selected, who used the product as described in the report heading (they met the criteria of the report heading).

 

 

Index

This number indicates selectivity; that is, which group, compared to the total population, meet the criteria of the row and the column. It's calculated by dividing the Percent Across of a group (e.g. Adults, Men, Women, Graduated College, 18-24, Employed Full Time ...) by the Percent Across of the universe concerned (e.g. total number of heavy users of energy drinks).

 

 

HINT: You may find it useful to sort your results by the index field. This will allow you to easily identify demographic categories and/or media audiences who are more likely to use your product. To sort by index, click on the "Index" link at the top of the index column.

 

 

NOTE: Items with asterisks (*) indicate that the sample size is small, less than 50, and that the figures presented should be used with caution.

 

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PRINTING/SAVING

 

  • To print a report, click on the Print button.
  • To save the report in Excel file format (.xls), click on the Spreadsheet button.
  • Select Save (not Open), and choose the appropriate drive (A:// or a USB drive) to save your worksheet (you may want to rename your file before saving), then click the Save button again.
  • You can now use Excel to manipulate your data in whatever way you like.

 

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