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 audience’s
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. There are about 218,289,000 adults (over 18) in the US
There are about 39,485,000 adults in the US who are between 25-34

8. There are about 36,734,000 adults who own at least one MP3 Player in the US
About 8,435,000 adults who are between own at least one MP3 Player
in the US

9. Pct Across = (6727/28098)*100 = 23.9
23.9% of aged US adults own any MP3 Player

10. Pct Down = (6727/36734)*100 = 18.3
18.3% of adults in the US who own any MP3 Player are between 18-24

11. Index = (23.9/16.8)*100 = 142
Adults aged are about 42% more likely to own any MP3 Player than the rest of population

12. Go to web.uflib.ufl.edu/cm/business/about/archive.htm
Click !

13. You need to create an account using your UFL email address

14. MRI-Media
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 215 for “wired” magazine readers, you have to carefully interpret that number because the total wired reader among MP3 player owners is as low as 817 thousand. On the other hand, for “People” magazine, readers amount to 8,984 thousand even though the index number is 129.