ADPR 360 Lecture Notes - Lecture 2: Media Consumption
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ADPR 360
8/29/17
Understanding Research Data: Index Number
• Selecting Target Audience
• Index: the likelihood of a demographic group to consume a
product/brand compared to the total population
o Index = % demo in target group / % demo in base population x 100
o Index = cell vert% / row total vert% x 100 (USE THIS ONE)
o Index = cell horz% / column total horz% x 100
• Selection Rules:
o Flag all groups with index numbers greater than 100
▪ Rank size (vert%) and rank index
▪ Weigh vert% difference and index difference
o Be cautious about all groups with index numbers below 100
▪ Somewhat below 100: size of the demo (cell vert%)
▪ Well below 100
▪ Need both potential and size
9/5/17
Consumer Research
• Consumer Profile
• Identify Target Demographics from MRI+
• Select 2-3 MRI demo. To specify Target PRIZM segments
• Fill in Consumer Profile Chart with
o PRIZM demographics trait, lifestyle and media traits, and narrative
description
o MRI demographics + media consumption
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