Advertising Research Methods (ADVT 340R)

Helpful MRI-Simmons Catalyst Resources

Building Reports 

1. Create research question [ex. Which age group consumes the most energy drinks?]

2. Open Simmons insights  

3. Open Dictionary window [Don’t use Composer window]    

4. Add search criteria by:

   • Using drop down categories on left

   • Choosing the ones that apply

   • Dragging and dropping into columns or rows 

5. Keep in mind:

   • Base - includes total population who took survey [leave base as is]

   • Columns - should include people wanting to study [ex. age]

   • Rows - should include demographic behavior wanting to study [ex. energy drinks consumed]

6. Click right arrow to create report

Analyzing Reports

• Terminology:

  • Sample vs. Weighted

    • Sample - amount of survey respondents who fit into all chosen characteristics [ex. number of people in each age group who consumes energy drinks]

    • Weighted - total projected amount if including ALL U.S. adults [ex. number of U.S. adults who might drink energy drinks]

  • Vertical vs. Horizontal

    • Vertical - read looking at column heading and then row heading second [ex. 26% of 18-34 year olds consume energy drinks]

    • Horizontal - read looking at row heading first and column heading second [ex. of all energy drink consumers, 48% are 18-34 year olds] 

  • Index -

    • Compares your chosen population with the total U.S. adult population with 100 being the average

    • Down/red arrow - below average, meaning population less likely to engage in behavior [ex. 65+ year olds are less likely to consume energy drinks]

    • Up/green arrow - above average, meaning population more likely to engage in behavior [ex. 18-34 year olds are more likely to consume energy drinks]

    • Right/yellow arrow - average, meaning population has an average chance of engaging in behavior [ex. 55-64 year olds have an average chance of being unsure or having no answer to whether or not they consume energy drinks]

• Tips:

  • Remember asterixis mean the sample is too small to read  

  • Open each column by clicking on the three dots    

  • Revise chart with left hand column (ex. Highlight/filter) 

  • Export through Excel .xls