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

Samples: Survey with over 25,000 households in the U.S. twice a year (spring/fall)

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

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 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 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

About 220,847,000 adults (over 18) in the US

About 28,105,000 adults in the US who are between 18-24

About 54,845,000 adults who own at least one MP3 Player in the US

About 10,146,000 adults who are between 18-24 and own at least one MP3 Player in the US

Pct Across = (10146/28105)*100 = 36.1

36.1% of 18-24 aged US adults own any MP3 Player

Pct Down = (10146/54845)*100 = 18.5

18.5% of adults in the US who own any MP3 Player are between 18-24

Index = (36.1/24.8)*100 = 145

Adults aged 18-24 are about 45% more likely to own any MP3 Player than the rest of population

GO TOWEB.UFLIB.UFL.EDU/CM/BUSINESS/ABOUT/ARCHIVE.HTM

Click !

You need to create an account using your UFL email address

Mediamark

Choose Fall orSpring 200X

Product

Choose/search forbrand/category

Portable MP3 Players

Adults over 18

Households who own any MP3 Player

Save an Excel spreadsheet or explore data

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

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.)

Consider this…ex) Even though the index is 205 for “Wired” magazine readers, you have to carefully interpret that number because the total wired reader among MP3 player owners is as low as 1,029,000. On the other hand, for “People” magazine, readers amount to 13,080,000 even though the index number is 124.