5 matches were found
- Thursday, January 17, 2002 #5016
How to read MRI
- The Media Guru Answers(Thursday, January 17, 2002 ):
Click here to see Guru guidelines on reading a crosstab. The example is based on MMR, but MRI reports are read the same way.
- Wednesday, February 24, 1999 #2355
How to read a crosstab
- The Media Guru Answers(Wednesday, February 24, 1999 ):
The Guru has just posted a detailed, graphic explanation of how to read a crosstab. It's just down the page at Query # 2346, from Feb. 17. Or
Click here to see past Guru responses on "crosstab"
- Wednesday, February 17, 1999 #2346
Could you please provide the basics on how to read a crosstab? Also, the definitions of the terms %col, row, composition, coverage, index - what do all of these mean? This would be very help to folks who are new to media planning and research, so that they could explain crosstab results to others. Thank you!
- The Media Guru Answers(Wednesday, February 17, 1999 ):
crosstabs, those typical computer analyses of data from MRI, Simmons, The Mendelsohn
Media Research Affluent Study and other respondent databases, are an essential tool of
media planning, used for target selection, media selection, etc.
Here is a section of a typical "crosstab," taken from The Mendelsohn Media Research Affluent Study Reflecting Households with Income of $70,000 plus . It
concerns Cosmetics users, persons who visited the Caribbean and Vodka
To the left, first the description of each row appears. The top "row," which consists of five
lines of data, describes the total population. The next "row" of five lines of data describes
readers of Money Magazine, etc.
The next sets of text to the right describe the data content of each of the five lines making up the data
rows. "Projection" is the total number of persons the research estimates to be in each
category (in thousands, in the total adult universe, which is specified at the top left of the
table. This is sometimes labeled ""). Often the term "Audience" appears instead of Projection, especially, though not exclusively, when magazine audience is being analyzed).
The column headings, such as "Total," "Cosmetics," " Drink Vodkas" etc,
describe the data in the columns below each heading.
So, at the #1 mark, we learn that 24,855,000 Total affluent adults used Cosmetics in the past year.
At the #2 mark, we see that the number of respondents (persons in the sample) whose
educational level is college graduate or better and who use Cosmetics is 3469. In
other words, the overall study found 3467 members of its sample who fit both descriptions as
to education and cosmetics use. It is important to note this is a whole number and not in thousands. The number 12295 above this indicates that, from this
sample, the study projects there are 12,295,000 college (or better) educated cosmetics users.
At the #3 mark we see 12.4 on the %Column line. This means that 12.4% of the column
definition (Vodka Drinkers) also fit the row description (Money Magazine readers), that is,
12.4% of Vodka Drinkers read Money. Another way we refer to this is to say that Money's coverage
of Vodka Drinkers is 12.4%
At the #4 mark, "%Row" is 16.0, so we learn that 16.0% of the Row definiton (Money
readers) drink Vodka. Or, we can say that Money's Vodka Drinker composition is 16.0%
Finally, at the #5 mark, we have an index of 131.3. This is also called "index of selectivity," indicating how much more likely, as compared to the average affluent adult, the persons in the row are to also be in the column. (Traditionally indices are used with no decimal places, so, in application, one would refer to this in future use as a "131 index.")
In this case, the index tells us that a
person in a Household which has $100,000 or higher income is 31.3% more likely to have
taken a Caribbean trip than the average affluent adult. The index can be calculated either dividing the
%Column under Caribbean visit by the %Column under total:
in the Caribbean visit column, dividing the %Row in HHI $100,000+ by the %Row in the
- Saturday, November 14, 1998 #2157
Can you please tell me about media readership studies
in the SAARC countries - India, Pakistan, Bangladesh,
Nepal and Sri Lanka . It would be great if apart from
the normal number by demographics, cross tabs,
other info like product linkage, duplication,
across media / vehicles etc. is also available.
Also, if you could let me know about a source that
would give me information on the legislation in
each of these countries regarding media.
Awaiting your reply eagerly. Thanks in advance.
- The Media Guru Answers(Tuesday, November 17, 1998 ):
Perhaps one of the national or international research oversight organizations, like Advertising Research Foundation or ESOMAR , the European Survey, Opinion and Market Research Organization can help you.
- Thursday, October 22, 1998 #2110
Dear Media Guru,
Can you please tell me about media readership surveys for different countries? It would be great if apart from the normal numbers by demographics, cross tabs, other info like product-linkage, duplication across media/ vehicles etc. is also available. What more info has been atempted as an add-on with the readership surveys, anywhere in the world ?
- Planner in dark
- The Media Guru Answers(Friday, October 23, 1998 ):
As far back as the Guru can recall -- 30 years or so-- U.S. and Eurpoean readership studies have commonly included "other info like product-linkage, duplication
across media/ vehicles etc."
See Simmons, MRI or U.K.'s TGI.