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MRI University Internet Reporter

MRI University Internet Reporter

Gfk MRI conducts national consumer surveys gathering data on buying and media consumption habits.  Their data can be used to do competitive analyses of brands, pinpoint the demographic and media habits by product use or lifestyle behaviors, or identify the media consumption patterns of demographic groups.

Gfk has made a print tutorial.  Note that the target defaults can be reset by any authorized user.  Use the gear icon to check currently selected targets.  Including all is recommended. 

  MRI University Internet Reporter
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage.  Only currently enrolled faculty, students and staff may use this resource for academic research and teaching.  Commercial use of this data is not permitted.  Registration with a Villanova email address is required.  Follow these registration instructions

Reading the Standard Report

  • Report is for data from the Spring 2014 Survey
  • Shows respondents that used Crest brand
  • Base Total 000 is an expression of the total target population.  In this example there are 122,870,000 women in the US and there are 30,221,000 18-24 year olds.
  • 000 is an expression of the projected target population that responded affirmatively to the category.  In this example, 43,387,000 women used a Crest brand and 11,569,000 18-24 year olds used a Crest brand.
  • % Detail  54.71% of the Crest users were women and 14.59% of Crest users were 18-24 years old
  • % Target 35.31% of women are Crest users and 38.28% of 18-24 year olds are Crest Users.
  • Index is the market potential index.  Women are 6% more likely than the general population to be Crest users and 18-24 year olds are 14% more likely than the general population to be Crest users.

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Reading the Trend Report

Each year column shows the projected population for that target in the Spring survey.

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Last Modified: Wednesday, October 21st, 2015