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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 drinkers:

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 "[000]"). 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 "Total" row:

Sunday, October 27, 1996 #1118
I am looking for a way to use prizm, is there a way to do this, or is there another way to find the same kind of information?I am researching two magazines for a class and need to know about their consumers.

The Media Guru Answers(Monday, October 28, 1996 ):
PRIZM is a product of Claritas. Various waysto use PRIZM are described on the Web site. You would need to use PRIZM in conjunction with a magazine audience study such as Simmons or MRI for the project you mention. Claritas' own COMPASS computer system can do this at a highly detailed level, but the broader strokes you might need can be accomplished through most data tabbing systems for MRI or Simmons data such as Telmar's TNT crosstab. The user must have the "rights" to access magzine and PRIZM data. The magazines themselves could help you, if they were willing to support student projects (doubtful).

Tuesday, September 26, 1995 #1838
I am doing a project in my Consumer Behavior class that deals with the senior citizen market (65 and older). How do the purchasing habits of seniors differ from the habits of younger groups. How would this affect the way that advertisers market to this age group? Where can I find some specific information on marketing to seniors, and senior buying habits?

The Media Guru Answers(Tuesday, September 26, 1995 ):
Senior's purchasing differs in various ways depending on purchase category. They buy smaller size packages of perishables, but may have more time to shop in warehouse clubs for bargains. They use different packagings and types of pharmaceuticals. They travel more, but differently. The best approach would be to crosstab bellwether categories reported in SMRB or MRI. One excellent short answer could be obtained by reviewing Modern Maturity Magazine's trade ad series from around 1987-88 which talked about seniors consumer behavior. The ads were created by Cadwell Davis Partners a Saatchi division.

Saturday, February 11, 1995 #1872
Any profile on Country Western Radio listeners? What TV programs/networks do they most prefer?

The Media Guru Answers(Saturday, February 11, 1995 ):
If you subscribe to a data base such as MRI, you could crosstab country radio format listeners against TV programs for any demogragphic or product category. Telmar;s software can help you get the answer if you subscribe to the data.