How to Use

MRI’s

University Reporter

What Is A Crosstab?A crosstab is merely a program where you cross rows and columns, giving you five variables:

• Base • Total 000• Projected 000• Percent across• Percent down• Index

You can plug a target, for instance, into a column and then enter variables into rows and then examine the cells where they intersect to see how they relate to each other.

This is your target.

This is your percent across, compared to the target.Read as: 8.4% of P18-24 are AT&T cell phone users

This is your percent down.Read as: 14.2% of AT&T cell phone users are P18-24

Reading MRI Data

Total U.S: represents numbers for all P18+

Total 000: the number of people projected to be in the U.S. Example: there are 27,777,000 P18-24in the U.S.

Proj 000: the number projected for the target. Example: here we are saying there are3,729,000 P35-54 in the U.S. who own an AT&T cell phone (add three zeros to the number)

Percent Across: the percent of the row that is the target. Example: 7.3% of P55-64 are AT&T cell phoneusers

Percent Down: the percent of the target that is the row. Example: 34.7% of AT&T cell phone usersare Adults 18-34

Index: the propensity of your target to fit the definition compared to the total U.S., with 100 as the measuringbar. Numbers over 100 show how much more likely; numbers under 100 show how much less likely.Example: people who graduated with “college plus” are 21% more likely than average to be AT&T cell phoneusers

The index is calculated by dividing the percentage across or down into that of the total U.S., the first row.

Studies Available in MRI

Spring/Fall: studies released in either the spring or fall of that year, respectively. Each Spring or Fall study contains 25,000+ respondents

Product: contains data on product usage.

Media: contains data on media consumption.

Magazine cumulative: contains data on magazine readership.

Magazine qualitative: contains data on qualitative magazine measures;(e.g., “where read” or response to advertising in certain magazines.

Business to Business: contains data from purchase decision makers and executives in companies.

Upper Deck: contains data from those in the upper 10% income in the U.S.

Teenmark: contains data from respondents aged 12-17 (separate studyfrom our regular studies, which are asked of people 18+.

Top 10 Local Media Markets: contains data specific to the top 10 localmedia markets in the U.S. (including things like local papers and department stores): New York, L.A., Chicago, Philadelphia, San Francisco,Boston, Detroit, Washington D.C., Atlanta and Dallas/Fort Worth.

Logging Into University Reporter

Log in using your university-supplied email account featuring the “.edu” domain

name. Reporter willnot work if you try to access it via

personal or third-party email addresses.

Enter the password you selected while registering. NOTE: both email

addresses and passwords are CASE SENSITIVE.

If you are a first-time user, click on the “register for a free account” link and

follow the directions. Whencomplete, follow the two steps above.

Setting Up Your Crosstab

Click on “Mediamark Reporter”

Setting Up Your Crosstab

1. Pick your study you’d like to enter

2. Pick the report within that study that you’d like to examine

3. If you don’t see something you’d like to look at, try typing in a search keyword

Looking Over Your Crosstab

Now you’ve created a report. Note the boxes on the left, detailing what you’re examining. In this example,you are looking at cell phone brands, with a base of Total Adults, and the brand AT&T in particular.

You can change the Category, Base or Target in any report by clicking on the one you’d like

within those boxes.

You can print out the report by clicking on the “print” button. If you’d like to dump it into Excel, click on the“spreadsheet” button.

If you’d like to change to a different report, you don’t have to back all the way out. Click on “Change report” link along the top.

Total 214774 16314 7.6 100 100Age 18-24 27777 2321 8.4 14.2 110Age 25-34 39417 3335 8.5 20.4 111Age 35-44 44049 3729 8.5 22.9 111Age 45-54 40852 3340 8.2 20.5 108Age 55-64 28036 2048 7.3 12.6 96Age 65+ 34643 1541 4.4 9.4 59Adults 18-34 67194 5656 8.4 34.7 111Adults 18-49 132972 11341 8.5 69.5 112Adults 25-54 124318 10403 8.4 63.8 110Men 18-34 33659 2850 8.5 17.5 111Men 18-49 65930 5572 8.5 34.2 111Men 25-54 61173 5088 8.3 31.2 110Women 18-34 33535 2806 8.4 17.2 110Women 18-49 67042 5769 8.6 35.4 113Women 25-54 63144 5315 8.4 32.6 111Educ: graduated college plus 53643 4917 9.2 30.1 121Educ: attended college 58332 4817 8.3 29.5 109Educ: graduated high school 68195 4496 6.6 27.6 87Educ: did not graduate HS 34604 2083 6 12.8 79Educ: post graduate 18341 1776 9.7 10.9 127Educ: no college 102799 6580 6.4 40.3 84Occupation (New classification system): professional and related occupations28259 2624 9.3 16.1 122

Spring 2005 Product: ElectronicsCellular/Digital Phones - BrandsAT&TTotal Adults

Pct Down IndexTotal '000 Proj '000 Pct Across

Here’s a crosstab in spreadsheet format (actually exported from University Reporter. Looking at this, you can now visualize the idea

of “columns” and “rows” (which appear on Reporter as % down and % across).

Crosstab in Spreadsheet Format

Rows

Your target is your column here

8.6% of W25-54 are AT&T cell phone users, compared to 7.6 of the total U.S. Dividing 8.6 into 7.6 will give you an index of 113.

What Am I Looking at Again?Remember: everything you’re looking at is here on this page!

Here’s your Category

Here’s your base

Here’s your target

It’s summarized here again

Use the scroll bar to scroll down

through the rows

Practice Reading Example

We’re going to summarize this report. You then look at the numbers and see how we came to this.

The overall target is total adult AT&T cell phone users. Hint: look at the three boxes to the left.

P18+ with a child <12 months old in the HH are 27% more likely than the total U.S. to own an AT&Tcell phone. 5.7% of P18+ AT&T cell phone users have a child <12 in the HH.

People who live in “D” size counties are 70% less likely than the total U.S. to own an AT&T cell phone(only 2.3% of them).

Look at the data here to see how we were able to make these statements.

Practice Reading Example: No Notes

For help/tech support, call:

Eastern U.S.: 800.310.3305

Midwest: 800.245.1551

West: 323.882.6325