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Using Marketing Data
Working with Simmons/Choices Data
Identifying potential consumers
Developing target markets
Understanding consumer targetsCharacteristicsMedia use patterns
Identifying efficient media
Simmons/MRI
Multi-media audience estimates combined with extensive product/service use Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI) data
National syndicated studies Random sample surveys conducted year round Coterminous 48 states - One respondent per HH
Media measurement methodologies vary Simmons better for some, MRI for others
Magazine Audience Measurement
Simmons: “Through the book” Measure audience of a specific issue Provide actual memory prompt of cover
MRI: “Recent reading” Identifies people who read a magazine with a
specified time period 10% - 30% higher than Simmons
Simmons is the preferred method
Broadcast Audience Measurement
Simmons: Measures TV and radio use only among a sub-sample of respondents Assessed primarily in May-June
MRI: Measures TV and radio use among all respondents who complete survey Assessed all year long
Simmons better for print; MRI for broadcast
Product Data
Both Simmons and MRI provide extensive product/service use data By broad product category - ex. Salted Snacks Within categories, by type & brand
Similar results for overall product use Both also measure volume of product use MRI collects more detailed volume data
Use vs. Volume
Use: Number of people using a product Ex. Number of airline travelers
Volume: Number of units or amount of the product used over a specified time period Ex. Number of trips taken
Must consider use and volume Offers better understanding of brand user
Volumetrics
MRI provides more volume data Estimates based on respondent giving actual
use figure for each item
Simmons provides less volume data Estimates based on respondent checking a
“use range” for entire category or kind
Simmons Choices at Business Library
Create spreadsheets from variables for products, demographics, and media
Available on-site and remotely - 4 logins
Academic subscription a few years old
Reports can be printed or saved to a USB drive or attached in an email
Select Survey to choose the full year study for either population or households
This area display survey questions
Drag questions about product usage into Columns
Drag demographics such as age, income, gender, education into Rows
Another work area for advanced combinations
Click the Questions tab to display folders
Open folders to find questions
about products or brands
Look for questions about product usage like “MO” for most or “#VIS LST…” visited last
Search tool can help find the best folder for brands and products
Use Binoculars to search products – single words only
Drag questions about products or brands into the Columns
Slide this bar to view questions
Return to Questions and select folder called “Lifestyle
Demographics”
Click to view all folders
Drag demographic variables into Rows
Some demographics (like age) have range options
Add other demographics to Rows
or create these as separate reports
Variables for demographics and psychographics are numerous!
To run report, click on the graph icon
Click chart icon to run report
Ignore the filter warning—Click Yes
Filters narrow results to a specific population but they reduce sample size
Filter is another variable – consider using only after learning more about your target population
Select report called Crosstab View
Vertical percentages
From the population that choose Subway the most
15.1% were age 18-24
Horizontal percentages
From the population of 25-34 years olds surveyed
22.2% visit Subway the most
The Index combines these percentages to indicate target markets - look for index numbers above 100
Persons 35-44 are 8% more likely than the general population to visit Subway the most
Analysis View – lets you display and sort index, percentages, sample size
Click on icons to change View
Highlight any column and click these
arrows to sort
Use “Print Media” or other folders to analyze media usage for products
Select all magazines
then drag into Rows and run report
Crosstab view displays products in Columns and readership in Rows
Look for high index numbers