Skip to Main Content
It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.

MK221 Online Tutorial for Marketing Databases

Adaptation of MK221 Library Research Worksheet for Agaptus Anaele. Created by Lindsey Nichols.

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.: 10 votes (100%)
People aged 65+, because they're...85% less likely to be heavy consumers of energy drinks.: 0 votes (0%)
Total Votes: 10


  • 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