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

Consumer Survey DatasetsWhat are they?

How do you interpret the data?

A brief look at Mediamark Reporter Online …

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)

SimmonsSimmons

Types of Data Collected:

• Demographics (lots of them!)• Product usage• Brand preferences• Media usage• Media preferences• Lifestyle (psychographics,

mostly in Simmons)

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

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

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)

Let’s briefly look at how to retrieve a crosstab in Mediamark Reporter, which is the easiest to use.

Starting from the Libraries’ homepage, here’s how to get to it …

Let’s briefly look at how to retrieve a crosstab in Mediamark Reporter, which is the easiest to use.

Starting from the Libraries’ homepage, here’s how to get to it …

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

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

You’ll need this information when you You’ll need this information when you first register for an account …first register for an account …It’s also repeated on a screen later in It’s also repeated on a screen later in this Powerpoint file.this Powerpoint file.If you’ve already registered, just go If you’ve already registered, just go directly to directly to www.mriplus.com/www.mriplus.com/..

You’ll need this information when you You’ll need this information when you first register for an account …first register for an account …It’s also repeated on a screen later in It’s also repeated on a screen later in this Powerpoint file.this Powerpoint file.If you’ve already registered, just go If you’ve already registered, just go directly to directly to www.mriplus.com/www.mriplus.com/..

Login at left or Register for Free to begin using MRI+.Login at left or Register for Free to begin using MRI+.

Registration:Registration:Use your Use your [email protected] [email protected] email to register for an email to register for an account – ‘marquette’ must be spelled out in full. Both email account – ‘marquette’ must be spelled out in full. Both email address and the password you create are address and the password you create are case sensitivecase sensitive!!!!After registering, you’ll receive an email message with an After registering, you’ll receive an email message with an activation link from Mediamark.activation link from Mediamark.

Registration:Registration:Use your Use your [email protected] [email protected] email to register for an email to register for an account – ‘marquette’ must be spelled out in full. Both email account – ‘marquette’ must be spelled out in full. Both email address and the password you create are address and the password you create are case sensitivecase sensitive!!!!After registering, you’ll receive an email message with an After registering, you’ll receive an email message with an activation link from Mediamark.activation link from Mediamark.

This account is free to you: the Libraries pay for the subscription This account is free to you: the Libraries pay for the subscription to the database …to the database …By the way, the database works best with By the way, the database works best with Internet ExplorerInternet Explorer..

This account is free to you: the Libraries pay for the subscription This account is free to you: the Libraries pay for the subscription to the database …to the database …By the way, the database works best with By the way, the database works best with Internet ExplorerInternet Explorer..

Mediamark registration

• Use your Marquette email address & create a password – Use the format [email protected]. ‘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 53233414.288.7556

• Go to your eMarq account to complete registration

Once you’ve logged in, click on this link to Once you’ve logged in, click on this link to launch the Reporter … launch the Reporter … A new browser window will be launched, so A new browser window will be launched, so be sure that your browser allows pop-ups.be sure that your browser allows pop-ups.

Once you’ve logged in, click on this link to Once you’ve logged in, click on this link to launch the Reporter … launch the Reporter … A new browser window will be launched, so A new browser window will be launched, so be sure that your browser allows pop-ups.be sure that your browser allows pop-ups.

Mediamark Reporter Mediamark Reporter

Click in the Report Volume selection box to choose a report. This will trigger the appearance of another selection box …

►In general, it’s 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, it’s 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 ProductSpring 2008 ProductSpring 2008 ProductSpring 2008 Product

Scroll through the report categories to choose a product type, media user type (demographic group), etc.

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 database’s 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 database’s terminology, it can be less useful.

The Submenus/Search Results The Submenus/Search Results ANDAND Crosstab display… Crosstab display…The Submenus/Search Results The Submenus/Search Results ANDAND Crosstab display… Crosstab display…

The left half of the screen shows the The left half of the screen shows the category submenus category submenus (or keyword (or keyword search resultssearch results). ). The left half of the screen shows the The left half of the screen shows the category submenus category submenus (or keyword (or keyword search resultssearch results). ).

This is an awkward screen that tries to combine two different things …

This is an awkward screen that tries to combine two different things …

The Submenus/Search Results The Submenus/Search Results ANDAND Crosstab display… Crosstab display…The Submenus/Search Results The Submenus/Search Results ANDAND Crosstab display… Crosstab display…

The right half The right half automaticallyautomatically shows a shows a crosstab crosstab for the first selection on the left.for the first selection on the left.The right half The right half automaticallyautomatically shows a shows a crosstab crosstab for the first selection on the left.for the first selection on the left.

The Crosstab on the right always reflects the variables highlighted on the left.

The Crosstab on the right always reflects the variables highlighted on the left.

““Beware the Asterisk, er, Beware the Asterisk, er, the Jabberwockthe Jabberwock, my son!”, my son!”““Beware the Asterisk, er, Beware the Asterisk, er, the Jabberwockthe Jabberwock, my son!”, my son!”

Educ: did not graduate HS * 33,991Educ: did not graduate HS * 33,991

Whenever you see an asterisk (*), be aware that Whenever you see an asterisk (*), be aware that the sample size for this question in the survey the sample size for this question in the survey was too small for statistical reliability. was too small for statistical reliability. Use these data with caution.Use these data with caution.

Whenever you see an asterisk (*), be aware that Whenever you see an asterisk (*), be aware that the sample size for this question in the survey the sample size for this question in the survey was too small for statistical reliability. was too small for statistical reliability. Use these data with caution.Use these data with caution.

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 BoughtAthletic Shoes – Brands BoughtAthletic Shoes – Brands BoughtAthletic Shoes – Brands Bought

Here you see a new Crosstab, reflecting the selections on the left.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?!

Let’s enlarge this a bit …Let’s enlarge this a bit …

TotalAge 18-24Age 25-34Age 35-44Age 45-54Age 55-64Age 65+Men 18-34Men 18-49Men 25-54Women 18-34Women 18-49Women 25-54

Total‘000

222,21028,31239,83543,11843,29631,70735,94134,25766,66162,43233,89167,28063,818

Proj‘000

40,0917,558

10,86810,6616,5892,8001,6159,716

16,99914,2318,710

15,80613,887

PercentAcross

18.026.727.324.715.28.84.5

28.425.522.825.723.521.8

PercentDown

100.018.927.126.616.47.04.0

24.242.435.521.739.434.6

Index

100148151137844925

157141126142130121

PercentDown

PercentAcross Index

Athletic Shoes, Brands bought last 12 months: Nike

These data are from the These data are from the Census Bureau’s Census Bureau’s Annual Annual

Population Estimate SurveyPopulation Estimate Survey

These data are from the These data are from the Census Bureau’s Census Bureau’s Annual Annual

Population Estimate SurveyPopulation Estimate Survey

These data are projected, These data are projected, or extrapolated, from the or extrapolated, from the Mediamark survey results.Mediamark survey results.

These data are projected, These data are projected, or extrapolated, from the or extrapolated, from the Mediamark survey results.Mediamark survey results.

Then we have three calculated variables …Then we have three calculated variables …


Total‘000

222,21028,31239,83543,11843,29631,70735,94134,25766,66162,43233,89167,28063,818

Proj‘000

40,0917,558

10,86810,6616,5892,8001,6159,716

16,99914,2318,710

15,80613,887

PercentAcross

18.026.727.324.715.28.84.5

28.425.522.825.723.521.8

PercentDown

100.018.927.126.616.47.04.0

24.242.435.521.739.434.6

Index

100148151137844925

157141126142130121

Index


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.




Total‘000

222,21028,31239,83543,11843,29631,70735,94134,25766,66162,43233,89167,28063,818

Proj‘000

40,0917,558

10,86810,6616,5892,8001,6159,716

16,99914,2318,710

15,80613,887

PercentAcross

18.026.727.324.715.28.84.5

28.425.522.825.723.521.8

PercentDown

100.018.927.126.616.47.04.0

24.242.435.521.739.434.6

Index

100148151137844925

157141126142130121

Index


151





151 – 100 = + 51%151 – 100 = + 51%151 – 100 = + 51%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’.


Total‘000

222,21028,31239,83543,11843,29631,70735,94134,25766,66162,43233,89167,28063,818

Proj‘000

40,0917,558

10,86810,6616,5892,8001,6159,716

16,99914,2318,710

15,80613,887

PercentAcross

18.026.727.324.715.28.84.5

28.425.522.825.723.521.8

PercentDown

100.018.927.126.616.47.04.0

24.242.435.521.739.434.6

Index

100148151137844925

157141126142130121

Index


49

49 – 100 = – 51%49 – 100 = – 51%49 – 100 = – 51%49 – 100 = – 51%


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.


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 ...But if the answer is negative ...

Index numbersIndex 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 significantindex values ≤ 90 are significant

The average range for index values:

Index = 100Index = 100

Index = 110 Index = 110Index = 90Index = 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.

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.

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.

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.

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.


Total‘000

222,21028,31239,83543,11843,29631,70735,94134,25766,66162,43233,89167,28063,818

Proj‘000

40,0917,558

10,86810,6616,5892,8001,6159,716

16,99914,2318,710

15,80613,887

PercentAcross

18.026.727.324.715.28.84.5

28.425.522.825.723.521.8

PercentDown

100.018.927.126.616.47.04.0

24.242.435.521.739.434.6

Index

100148151137844925

157141126142130121

PercentDown


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

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.

The following slide will show a selection of rows on Nike buyers, mostly with higher index values and higher %’s down.

Total ‘000 Proj ‘000 % Across % Down IndexMen age 18-49 66,661 16,999 25.5 42.4 141

Women age 18-49 67,280 15,806 23.5 39.4 130

Child Age: 6-11 yrs 42,307 10,491 24.8 26.2 137

Child Age: 12-17 yrs 44,788 10,803 24.1 26.9 134

Marital status: never 56,008 13,807 24.7 34.4 137

Marital status: married 124,341 20,856 16.8 52.0 93

Race: Black/Afr. Am. 25,584 7,812 30.5 19.5 169

Race: White 170,909 26,034 15.2 64.9 84

Census Region: South 81,150 15,080 18.6 37.6 103

Census Region: West 49,854 8,348 16.7 20.8 93

TV (total) Quintile I 44,469 6,412 14.4 16 80

Comedy Central 48,028 9,218 19.2 28.1 127

ESPN 66,038 14,700 22.3 36.7 123

MTV 35,077 10,114 28.8 25.2 160

Football, Pro – weekend 54,037 12,544 23.2 31.3 129

What is missing here?What is missing here?

Reasoning and explanations for these data …Context …Reasoning and explanations for these data …Context …

What is missing here?What is missing here?

Reasoning and explanations for these data …Context …Reasoning and explanations for these data …Context …


Women age 18-49 67,280 15,806 23.5 39.4 130

Child Age: 6-11 yrs 42,307 10,491 24.8 26.2 137

Child Age: 12-17 yrs 44,788 10,803 24.1 26.9 134



Race: Black/Afr. Am. 25,584 7,812 30.5 19.5 169

Race: White 170,909 26,034 15.2 64.9 84




Comedy Central 48,028 9,218 19.2 28.1 127

ESPN 66,038 14,700 22.3 36.7 123

MTV 35,077 10,114 28.8 25.2 160


For example, look at the numbers for people in the two Census Regions, 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 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). (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 When you check the crosstabs for competitor brands, you find that in the West, the Vans shoe brand is much more popular ... the West, the Vans shoe brand is much more popular ...

For example, look at the numbers for people in the two Census Regions, 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 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). (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 When you check the crosstabs for competitor brands, you find that in the West, the Vans shoe brand is much more popular ... the West, the Vans shoe brand is much more popular ...

YouYou have to have to figure outfigure out the reasons for the data ... the reasons for the data ...YouYou have to have to figure outfigure out the reasons for the data ... the reasons for the data ...


Women age 18-49 67,280 15,806 23.5 39.4 130

Child Age: 6-11 yrs 42,307 10,491 24.8 26.2 137

Child Age: 12-17 yrs 44,788 10,803 24.1 26.9 134



Race: Black/Afr. Am. 25,584 7,812 30.5 19.5 169

Race: White 170,909 26,034 15.2 64.9 84




Comedy Central 48,028 9,218 19.2 28.1 127

ESPN 66,038 14,700 22.3 36.7 123

MTV 35,077 10,114 28.8 25.2 160


If you look at the data about people who’ve never married If you look at the data about people who’ve never married (index=137, %down=34.4) and focus especially on the index value, (index=137, %down=34.4) and focus especially on the index value, you might think that Nike buyers are mostly single. you might think that Nike buyers are mostly single.

However, when you look at the numbers for people who However, when you look at the numbers for people who are are married, married, you see that married people you see that married people do do buy Nike’s. And in fact, they buy Nike’s. And in fact, they represent just over half of all Nike buyers (%down=52.0) even represent just over half of all Nike buyers (%down=52.0) even though their likelihood of buying is low-average (index=93). So how 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 do you explain this? Look at the numbers for people with children in the household … Who do you think they’re likely buying for?!the household … Who do you think they’re likely buying for?!

If you look at the data about people who’ve never married If you look at the data about people who’ve never married (index=137, %down=34.4) and focus especially on the index value, (index=137, %down=34.4) and focus especially on the index value, you might think that Nike buyers are mostly single. you might think that Nike buyers are mostly single.

However, when you look at the numbers for people who However, when you look at the numbers for people who are are married, married, you see that married people you see that married people do do buy Nike’s. And in fact, they buy Nike’s. And in fact, they represent just over half of all Nike buyers (%down=52.0) even represent just over half of all Nike buyers (%down=52.0) even though their likelihood of buying is low-average (index=93). So how 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 do you explain this? Look at the numbers for people with children in the household … Who do you think they’re likely buying for?!the household … Who do you think they’re likely buying for?!

YouYou have to have to figure outfigure out the reasons for the data ... the reasons for the data ...YouYou have to have to figure outfigure out the reasons for the data ... the reasons for the data ...

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 Bureau’s 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:


Women age 18-49 67,280 15,806 23.5 39.4 130

Child Age: 6-11 yrs 42,307 10,491 24.8 26.2 137

Child Age: 12-17 yrs 44,788 10,803 24.1 26.9 134



Race: Black/Afr. Am. 25,584 7,812 30.5 19.5 169

Race: White 170,909 26,034 15.2 64.9 84




Comedy Central 48,028 9,218 19.2 28.1 127

ESPN 66,038 14,700 22.3 36.7 123

MTV 35,077 10,114 28.8 25.2 160


Sex (gender) and Nike buyers: Sex (gender) and Nike buyers:

There is little difference in the Nike buying patterns for men (42.4%) There is little difference in the Nike buying patterns for men (42.4%) and women (39.4%) in the age range 18-49.and women (39.4%) in the age range 18-49.

Sex (gender) and Nike buyers: Sex (gender) and Nike buyers:

There is little difference in the Nike buying patterns for men (42.4%) There is little difference in the Nike buying patterns for men (42.4%) and women (39.4%) in the age range 18-49.and women (39.4%) in the age range 18-49.


Women age 18-49 67,280 15,806 23.5 39.4 130

Child Age: 6-11 yrs 42,307 10,491 24.8 26.2 137

Child Age: 12-17 yrs 44,788 10,803 24.1 26.9 134



Race: Black/Afr. Am. 25,584 7,812 30.5 19.5 169

Race: White 170,909 26,034 15.2 64.9 84




Comedy Central 48,028 9,218 19.2 28.1 127

ESPN 66,038 14,700 22.3 36.7 123

MTV 35,077 10,114 28.8 25.2 160


Race and Nike buyers: Race and Nike buyers:

For race, there For race, there isis a difference of note: 19.5% of Nike buyers are a difference of note: 19.5% of Nike buyers are African-Americans, a larger proportion than the underlying African-Americans, a larger proportion than the underlying composition would account for. And only 64.9% are white, a smaller composition would account for. And only 64.9% are white, a smaller proportion than accounted for by the underlying demographics.proportion than accounted for by the underlying demographics.

Race and Nike buyers: Race and Nike buyers:

For race, there For race, there isis a difference of note: 19.5% of Nike buyers are a difference of note: 19.5% of Nike buyers are African-Americans, a larger proportion than the underlying African-Americans, a larger proportion than the underlying composition would account for. And only 64.9% are white, a smaller composition would account for. And only 64.9% are white, a smaller proportion than accounted for by the underlying demographics.proportion than accounted for by the underlying demographics.

% 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, you’ll need to know what percentage of a magazine’s 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 %


Total‘000

222,21028,31239,83543,11843,29631,70735,94134,25766,66162,43233,89167,28063,818

Proj‘000

40,0917,558

10,86810,6616,5892,8001,6159,716

16,99914,2318,710

15,80613,887

PercentAcross

18.026.727.324.715.28.84.5

28.425.522.825.723.521.8

PercentDown

100.018.927.126.616.47.04.0

24.242.435.521.739.434.6

Index

100148151137844925

157141126142130121

PercentAcross


25.566,661

16,999

66,661X 100 = 25.5%

16,999

Good English ‘translations’:Good English ‘translations’:

Among all men aged 18–49, 25.5% bought Nike athletic Among all men aged 18–49, 25.5% bought Nike athletic shoes in the past 12 months.shoes in the past 12 months.Buyers of 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.constitute 25.5% of all men aged 18–49.

Good English ‘translations’:Good English ‘translations’:

Among all men aged 18–49, 25.5% bought Nike athletic Among all men aged 18–49, 25.5% bought Nike athletic shoes in the past 12 months.shoes in the past 12 months.Buyers of 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.constitute 25.5% of all men aged 18–49.

The % down and % across values tell you about The % down and % across values tell you about the relationship (or proportions) between three the relationship (or proportions) between three groups of people: those in the row variable, groups of people: those in the row variable, those in the column variable, and those in both.those in the column variable, and those in both.

The % down and % across values tell you about The % down and % across values tell you about the relationship (or proportions) between three the relationship (or proportions) between three groups of people: those in the row variable, groups of people: those in the row variable, those in the column variable, and those in both.those in the column variable, and those in both.

Let’s try looking at these two calculated Let’s try looking at these two calculated variables, % down and % across, another way.variables, % down and % across, another way.Let’s try looking at these two calculated Let’s try looking at these two calculated variables, % down and % across, another way.variables, % down and % across, another way.

Row:Men aged 18–49

(66,661)


(66,661)

Column:Bought Nike’s in last 12 mos.

(40,091)


(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 let’s 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 let’s look at how % down and % across are calculated for these variables.

% Down:16,999 40,091

% Down:16,999 40,091

X 100 = 42.4 %X 100 = 42.4 %


(40,091)


(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 Nike’s in the last 12 months).

Here you see that the cross-section of the two variables (X) represents 43% of the total for the column variable (people who bought Nike’s in the last 12 months).

% Across:

16,999 66,661

% Across:

16,999 66,661

X 100 = 25.5 %X 100 = 25.5 %

X:(16,999)

X:(16,999)


(66,661)


(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).

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).

For more help with using consumer survey datasets (Mediamark or Simmons), please contact us at the Information Desk.

414.288.7556Or, 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.

414.288.7556Or, fill out the research consultation request form at:

And that’s our introduction to consumer survey datasets! What they are, and how to interpret the numbers …

And that’s our introduction to consumer survey datasets! What they are, and how to interpret the numbers …

http://www.marquette.edu/library/research/consultations.shtml

Documents

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