Advertising & Public Relations: Interpreting the data

Interpreting the Data

 IMPORTANT notes: 

  1. The MRI+ interface was retired on 1 January 2016.  You will have to re-register for the new interface, GfK MRI University Reporter. For returning users, re-registration is now required each January.
  2. In the new GfK MRI interface, there has been a change in labels! See table below.

Platform /
      Concept label

GfK MRI University Reporter (new)

MRI+, Mediamark Reporter (old); MEMRI†

Simmons OneView

Composition* label:

% Detail % Down Vertical %

Coverage* label:

% Target % Across Horizontal %

See brief definitions of these concepts in The Media Handbook by Katz.
†  MEMRI is GfK MRI's professional analysis software interface.

Below is a link to a Powerpoint presentation which:

 –  Provides a brief introduction to navigating the GfK MRI University Reporter interface.
 –  Explains how to interpret the numbers in the crosstab reports (index, composition, coverage).

  ➤  Although the screen shots are from GfK MRI, how to interpret the data applies also to Simmons OneView.

Videos about consumer survey datasets

Below are three embedded videos about the datasets, and how to use the data.  You can also watch them as playlist in Youtube.