using marketing data. working with simmons/choices data identifying potential consumers developing...
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Using Marketing Data
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Working with Simmons/Choices Data
Identifying potential consumers
Developing target markets
Understanding consumer targetsCharacteristicsMedia use patterns
Identifying efficient media
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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
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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
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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
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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
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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
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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
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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
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Select Survey to choose the full year study for either population or households
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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
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Click the Questions tab to display folders
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Open folders to find questions
about products or brands
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Look for questions about product usage like “MO” for most or “#VIS LST…” visited last
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Search tool can help find the best folder for brands and products
Use Binoculars to search products – single words only
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Drag questions about products or brands into the Columns
Slide this bar to view questions
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Return to Questions and select folder called “Lifestyle
Demographics”
Click to view all folders
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Drag demographic variables into Rows
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Some demographics (like age) have range options
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Add other demographics to Rows
or create these as separate reports
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Variables for demographics and psychographics are numerous!
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To run report, click on the graph icon
Click chart icon to run report
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Ignore the filter warning—Click Yes
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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
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Select report called Crosstab View
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Vertical percentages
From the population that choose Subway the most
15.1% were age 18-24
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Horizontal percentages
From the population of 25-34 years olds surveyed
22.2% visit Subway the most
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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
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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
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Use “Print Media” or other folders to analyze media usage for products
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Select all magazines
then drag into Rows and run report
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Crosstab view displays products in Columns and readership in Rows
Look for high index numbers