Obtaining and interpreting SMRB and MRI tables

1
Obtaining and interpreting SMRB and MRI tables
2
What are SMRB and MRI?

• What do SMRB and MRI stand for?
• SMRB (Simmons Market Research Bureau)
• MRI (Mediamark Research Inc.)
• One of the most widely used secondary data
  sources regarding various consumer products
• Samples Survey with over 25,000 households in
  the U.S. twice a year (spring/fall)

3
What do they offer?

• MRI and SMRB provide information on the target
  audiences
• Demographics ? Age, Gender, Education, Profession
• Media usage ? Cable TV, Magazine (Based on
  self-reported readership, not circulation data)
• Product and brand usage (Ex Shampoo)
• Consumption level (Heavy, medium, light users)
• Form of consumption (Bottle, tube)
• Type of hair (color treated, damaged, dandruff,
  dry, oily, normal)
• Specific brand
• Manufacturer

4
How to read MRI tables

• First of all, check the table title and how the
  base population is defined
• Total 000 (unit thousand) ? the US population
  for each subset
• Proj 000 (unit thousand) ? estimated number of
  subset people who do the defined behavior (e.g.,
  own any MP3 player)

5
How to read MRI tables

• Percentage Across ? Out of the subset population,
  the percentage of subset people who do the
  defined behavior (MP3 player ownership rate
  within the subset population)
• Percentage Down ? Out of the population who do
  the defined behavior, the percentage of subset
  consumers who do the defined behavior

6
How to read MRI tables

• Index
• The percent calculated by dividing the Pct Across
  in a subset row by the Pct Across in the base row
• A quick and easy indicator of the degree of
  concentration for each subset
• Rule of thumb for interpreting index 85 or low
  ? low 115 or higher ? high

7
About 220,847,000 adults (over 18) in the
US About 28,105,000 adults in the US who are
between 18-24
8
About 54,845,000 adults who own at least one MP3
Player in the US About 10,146,000 adults who are
between 18-24 and own at least one MP3 Player in
the US
9
Pct Across (10146/28105)100 36.1
36.1 of 18-24 aged US
adults own any MP3 Player
10
Pct Down (10146/54845)100 18.5 18.5
of adults in the US who own any MP3 Player are
between 18-24
11
Index (36.1/24.8)100 145 Adults aged 18-24
are about 45 more likely to own any MP3 Player
than the rest of population
12
GO TOWEB.UFLIB.UFL.EDU/CM/BUSINESS/ABOUT/ARCHIVE.
HTM
Click !
13
You need to create an account using your UFL
email address
14
Mediamark
15
Choose Fall or Spring 200X Product
Choose/search for brand/category
16
Portable MP3 Players Adults over
18 Households who own any MP3 Player
17
Save an Excel spreadsheet or explore data
18
Test Yourself 1

• 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.

19
Test Yourself 2

• When you look for advertising media or channel,
  consider the absolute number of the target as
  well as its index number.

20
Test Yourself 2 (cont.)

• Consider this
• ex) Even though the index is 205 for Wired
  magazine readers, you have to carefully interpret
  that number because the total wired reader among
  MP3 player owners is as low as 1,029,000. On the
  other hand, for People magazine, readers amount
  to 13,080,000 even though the index number is
  124.