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MK221 Online Tutorial for Marketing Databases

Adaptation of MK221 Library Research Worksheet for Agaptus Anaele

Interpret Report

Interpret Report. [Warning: screenshot overload]

  • See those Index Numbers in the right column?
    • 100 = neutral baseline
    • >100 = demographic more likely to consume product
    • <100 = demographic less likely to consume product 
      • Example: Index 109 = Heavy users of selected energy drinks are 9% more likely to have never attended college.

Screenshot of MRI University Reporter's basic demographics by product consumed.

Which demographics are your best customers? (Based on Index Numbers)
People aged 25-34, because they're 79% more likely to be heavy users of energy drinks.: 9 votes (100%)
People aged 65+, because they're...85% less likely to be heavy consumers of energy drinks.: 0 votes (0%)
Total Votes: 9

Interpret the Columns IF YOU DARE

 

 

Methodology

  • Overview of MRI's Survey of the American Consumer.
  • Annual survey of 25,000 Americans (English speaking and Spanish speaking) on their product and media consumption.
  • Industry standard magazine ratings.

What are Index Numbers, though?

According to Routledge Dictionary of Economics, Index Numbers measure changes in an economic variable, especially national income or prices, over a period of time.

Index number. (2013). In D. Rutherford, Routledge Dictionary of Economics (3rd ed.). Routledge. Credo Reference.

Let me make sure I understand...
Index numbers represent a variable's change over time.: 4 votes (66.67%)
I'm too distracted by Credo Reference, a subscription collection of authoritative online encyclopedias. Thanks, Library!: 2 votes (33.33%)
Total Votes: 6