Obtaining and interpreting SMRB and MRI tables What
Obtaining and interpreting SMRB and MRI tables
What are SMRB and MRI? o What do SMRB and MRI stand for? n SMRB (Simmons Market Research Bureau) n MRI (Mediamark Research Inc. ) o One of the most widely used secondary data sources regarding various consumer products o Samples: Survey with over 25, 000 households in the U. S. twice a year (spring/fall)
What do they offer? o MRI and SMRB provide information on the target audience’s n Demographics Age, Gender, Education, Profession n Media usage Cable TV, Magazine (Based on selfreported readership, not circulation data) n Product and brand usage (Ex: Shampoo) o Consumption level (Heavy, medium, light users) o Form of consumption (Bottle, tube) o Type of hair (color treated, damaged, dandruff, dry, oily, normal) o Specific brand o Manufacturer
How to read MRI tables o First of all, check the table title and how the base population is defined n Total ’ 000 (unit: thousand) the US population for each subset n Proj ’ 000 (unit: thousand) estimated number of subset people who do the defined behavior (e. g. , own any MP 3 player)
How to read MRI tables n Percentage Across Out of the subset population, the percentage of subset people who do the defined behavior (MP 3 player ownership rate within the subset population) n 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 o “Index” n The percent calculated by dividing the Pct Across in a subset row by the Pct Across in the base row n A quick and easy indicator of the degree of concentration for each subset o Rule of thumb for interpreting “index”: 85 or low; 115 or higher high
There about 218, 289, 000 adults (over 18) in the US There about 39, 485, 000 adults in the US who are between 25 -34
There about 36, 734, 000 adults who own at least one MP 3 Player in the US About 8, 435, 000 adults who are between 25 -34 own at least one MP 3 Player in the US
Pct Across = (6727/28098)*100 = 23. 9% of 18 -24 aged US adults own any MP 3 Player
Pct Down = (6727/36734)*100 = 18. 3% of adults in the US who own any MP 3 Player are between 18 -24
Index = (23. 9/16. 8)*100 = 142 Adults aged 18 -24 are about 42% more likely to own any MP 3 Player than the rest of population
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MRI-Mediamark
Choose Fall or Spring 200 X Product Choose/search for brand/category
Portable MP 3 Players Adults over 18 Households who own any MP 3 Player
Save an Excel spreadsheet or explore data.
Test Yourself 1 o 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 o 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. ) o 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 MP 3 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.
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