Marketing: Interpreting consumer survey data

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Interpreting the Data

IMPORTANT notes about labels! 

Platform /
      Concept label

MRI-Simmons Insights

MEMRI†

GfK MRI University Reporter (retired)

Composition* label:

Vertical % % Down % Detail

Coverage* label:

Horizontal % % Across % Target

See brief definitions of the composition and coverage concepts in The Media Handbook by Katz.
   (Go to page 279 if the link screws up!).

†  MEMRI is GfK MRI's professional analysis software interface.

One more concept / label: Reach

See a brief definition of the Reach concept, also in The Media Handbook by Katz. 
It is used in the Brand Catalyst module of MRI-Simmons Insights. (Page 259 if the link screws up.)

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 Insights.

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.