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How to Use Mediamark Reporter

 

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Mediamark Reporter provides access to detailed and specific information about consumers and their buying habits. The resource, produced by Mediamark Research & Intelligence (MRI), a leading market research firm, compiles national survey data of over 25,000 respondents (age 18 and older) to allow users to gain insight into the demographics and media consumption habits of purchasers of more than 6,000 brands across 550 product and service categories. The Library's subscription includes reports from 2001 to the present.

NOTE: This resource is restricted to academic use only.

 

Accessing Mediamark Reporter

Unlike other library resources, you do not have to go through the Library's website to utilize Mediamark Reporter. However, users must register for a free account using their UWW e-mail address at http://www.mriplus.com in order to access the resource. Once you have created an account and logged in, the link to Mediamark Reporter is in the top navigation bar on the right. For future visits, you can go directly to MRI's website.

 

Using Mediamark Reporter

The Mediamark Reporter interface makes getting detailed information easy by using a guided process to access the data. All of the information contained within the resource is quantitative, meaning that the raw data is not accompanied by any narrative or explanation. There are four different types of reports (called "report volumes") available:

  • Product: focuses on product consumption
  • Media: focuses on media consumption
  • Magazine Cumulative: contains data about magazine readership
  • Magazine Qualitative: contains data about qualitative measures regarding magazines (where read, time spent reading, advertising interest, etc.)

Once a report volume is selected, a box appears to the right with the specific reports contained within Mediamark Reporter. Either select one from the list or use the search box to list all relevant reports with the search terms used.

NOTE: The search functionality will only display the reports in which the exact term appears. For example, searching for "Pepsi" will only show the categories which contain the word Pepsi. If interested comparing brands, it is recommended to choose a specific category and browse the list.

After selecting a report volume and specific report, the next screen that appears provides access to the actual data. The top navigational bar contains the following links:

  • New Database: changes the report type (e.g. switch to media, magazine cumulative, etc.)
  • Change Report: changes the specific report (e.g. switch from beverages to food products)
  • View Summary: view a summary of a particular category
  • View Report List: pull up previously-saved reports (explained below)
  • Log Out: exit the system

On the left side, the categories, bases and targets can be adjusted according to the needs of the user. The selections from the left determine the data displayed at the right. You can manipulate the types of data shown by clicking on the Options button on the lower left side of the screen.

 

Interpreting the Results

What do the numbers mean?
View an example report (PDF) to help make sense of the numbers.

  • Total '000: the total number of people in the United States that fits the demographic
  • Proj '000: the number of people projected that fall into the target
  • Pct Across: the percentage of people that fall into the target (proj '000) in relation to the rest of their demographic (total '000)
  • Pct Down: the percentage of the people that fall into the target (proj '000) in relation to the total projected population
  • Index: with 100 as a base, it indicates the likelihood of meeting the qualifications of both the demographic and the target
 

Export/Print/Save Reports

Easily export the data as an .xls (Microsoft Excel) file, which allows for further manipulation, printing and saving of your results. Click on the Spreadsheet button above the data on the right side of the screen to open Microsoft Excel.

Save Reports

You can also save the report that you create within Mediamark Reporter by clicking on the Add to Your Reports button next to the Options button on the left side of the screen. The report will be saved to your account and accessed at a later date using the View Report List in the top navigational bar.

 

Help

For help with Mediamark Reporter, please contact Kyle Naff (naffk@uww.edu), Business Librarian.

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