How to Use

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How to Use MRIs University Reporter
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What Is A Crosstab? A crosstab is merely a progra
m where you cross rows and columns, giving you
five variables Base Total 000 Project
ed 000 Percent across Percent down Index
You can plug a target, for instance, into a
column and then enter variables into rows and
then examine the cells where they intersect to
see how they relate to each other.
This is your target.
This is your percent across, compared to the
target. Read as 8.4 of P18-24 are ATT cell pho
ne users
This is your percent down. Read as 14.2 of ATT
cell phone users are P18-24
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Reading MRI Data
Total U.S represents numbers for all P18
Total 000 the number of people projected to be
in the U.S. Example there are 27,777,000
P18-24
in the U.S.
Proj 000 the number projected for the target.
Example here we are saying there are
3,729,000 P35-54 in the U.S. who own an ATT cell
phone (add three zeros to the number)
Percent Across the percent of the row that is
the target. Example 7.3 of P55-64 are ATT
cell phone
users
Percent Down the percent of the target that is
the row. Example 34.7 of ATT cell phone
users
are Adults 18-34
Index the propensity of your target to fit the
definition compared to the total U.S., with 100
as the measuring bar. Numbers over 100 show how
much more likely numbers under 100 show how much
less likely. Example people who graduated with
college plus are 21 more likely than average to
be ATT cell phone users The index is calculat
ed by dividing the percentage across or down into
that of the total U.S., the first row.
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Studies Available in MRI
Spring/Fall studies released in either the
spring or fall of that year, respectively. Each
Spring or Fall study contains 25,000
respondents Product contains data on product u
sage. Media contains data on media consumption
. Magazine cumulative contains data on magazin
e readership. Magazine qualitative contains da
ta on qualitative magazine measures
(e.g., where read or response to advertising in
certain magazines. Business to Business contai
ns data from purchase decision makers and
executives in companies. Upper Deck contains d
ata from those in the upper 10 income in the
U.S. Teenmark contains data from respondents a
ged 12-17 (separate study from our regular studie
s, which are asked of people 18.
Top 10 Local Media Markets contains data specif
ic to the top 10 local media markets in the U.S.
(including things like local papers and
department stores) New York, L.A., Chicago,
Philadelphia, San Francisco, Boston, Detroit, Was
hington D.C., Atlanta and Dallas/Fort Worth.
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Logging Into University Reporter
Enter the password you selected while
registering. NOTE both email addresses and
passwords are CASE SENSITIVE.
Log in using your university-supplied email
account featuring the .edu domain name.
Reporter will not work if you try to access it vi
a personal or third-party email addresses.
If you are a first-time user, click on the
register for a free account link and follow the
directions. When complete, follow the two steps
above.
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Setting Up Your Crosstab
Click on Mediamark Reporter
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Setting Up Your Crosstab
2. Pick the report within that study that
youd like to examine
1. Pick your study youd like to enter
3. If you dont see something youd like
to look at, try typing in a search keyword
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Looking Over Your Crosstab
Now youve created a report. Note the boxes on
the left, detailing what youre examining. In
this example, you are looking at cell phone brand
s, with a base of Total Adults, and the brand
ATT in particular.
If youd like to change to a different report,
you dont have to back all the way out. Click on
Change report
link along the top.
You can change the Category, Base or Target in
any report by clicking on the one youd like
within those
boxes.
You can print out the report by clicking on the
print button. If youd like to dump it into
Excel, click on the
spreadsheet button.
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Crosstab in Spreadsheet Format
Heres a crosstab in spreadsheet format (actually
exported from University Reporter. Looking at
this, you can now visualize the idea of columns
and rows (which appear on Reporter as down
and across).
Your target is your column here
Rows
8.6 of W25-54 are ATT cell phone users,
compared to 7.6 of the total U.S. Dividing 8.6
into 7.6 will give you an index of 113.
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What Am I Looking at Again?
Remember everything youre looking at is here on
this page!
Heres your Category
Heres your base
Its summarized here again
Heres your target
Use the scroll bar to scroll down through the rows
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Practice Reading Example
Were going to summarize this report. You then
look at the numbers and see how we came to this.
The overall target is total adult ATT cell phone
users. Hint look at the three boxes to the left.
P18 with a child 27 more likely than the total U.S. to own an
ATT cell phone. 5.7 of P18 ATT cell phone us
ers have a child People who live in D size counties are 70 less
likely than the total U.S. to own an ATT cell
phone
(only 2.3 of them).
Look at the data here to see how we were able to
make these statements.
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Practice Reading Example No Notes
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