Mediamark Research
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MRI has historically released psychographic data for only those respondents who have completed all or almost all of the battery of questions in that topic area (e.g., Buying Styles). This restriction necessarily led to a unique sample balancing solution for each of the batteries and, in turn, unique weights for each psychographics sub-sample. Accessing these bases and unique weights had the potential to cause confusion and tabulation errors among our users. Beginning in Fall 04, MRI employed a new ascription procedure that allowed users to access almost all of MRI’s psychographic batteries using a single population weight.
The new ascription procedure uses the following three-step approach to ascribing items for a given psychographic battery:
(1) For those who filled out at least one item within the battery, the missing items are ascribed collectively based on respondents’ responses to other psychographic items, as well as their responses to both demographic and behavioral questions
(2) For those who returned the product booklet and did not answer any items within the battery, the missing items are ascribed collectively based on respondents’ responses to only demographic and behavioral questions
(3) For those who did not return the booklet, all psychographic batteries are ascribed collectively based on MRI’s traditional booklet ascription procedure.
This ascription procedure is currently used for the following
psychographic batteries:
Intent to Purchase, Buying Styles, Interest in Advertising, Health
Attitudes, Consumer Confidence, Automotive, Food, Finance, Vacation
Travel, Technology, Media, Interest in Sports (first released in Wave 53)
and Alternative Advertising (first released in Wave 55).
The following tables disclose for each of these batteries the amount of ascription done both on average by item (column: average item recovered ascribed) and for the total booklet (not recovered ascribed). These are the two major steps of ascription described above.
Intent to Purchase Battery - 47 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 5,930 | 2,302 | 4,614 | 52.0% | 52.2% | 53.8% |
| Wave 57 | 8,268 | 5,994 | 2,274 | 4,667 | 52.0% | 55.9% | 53.7% |
Buying Styles Battery - 43 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 7,203 | 1,029 | 4,614 | 41.3% | 49.4% | 44.0% |
| Wave 57 | 8,268 | 7,214 | 1,054 | 4,667 | 41.6% | 49.4% | 44.2% |
Health Care Battery - 12 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 6,827 | 1,405 | 4,614 | 43.4% | 48.8% | 46.9% |
| Wave 57 | 8,268 | 6,942 | 1,326 | 4,667 | 43.2% | 48.2% | 46.3% |
Consumer Confidence Battery - 4 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 7,186 | 1,046 | 4,614 | 43.8% | 44.2% | 44.1% |
| Wave 57 | 8,268 | 7,116 | 1,153 | 4,667 | 44.8% | 45.1% | 45.0% |
Interest in Advertising Battery - 56 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 5,986 | 2,246 | 4,614 | 48.8% | 59.0% | 53.4% |
| Wave 57 | 8,268 | 6,037 | 2,231 | 4,667 | 49.1% | 58.7% | 53.3% |
Automotive Battery - 21 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 6,735 | 1,497 | 4,614 | 46.1% | 48.0% | 47.6% |
| Wave 57 | 8,268 | 6,735 | 1,533 | 4,667 | 46.6% | 48.3% | 47.9% |
Food Battery - 21 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 7,202 | 1,030 | 4,614 | 42.2% | 44.5% | 43.9% |
| Wave 57 | 8,268 | 7,141 | 1,127 | 4,667 | 43.2% | 45.3% | 44.8% |
Finance Battery - 18 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 6,658 | 1,574 | 4,614 | 46.8% | 48.7% | 48.2% |
| Wave 57 | 8,268 | 6,671 | 1,597 | 4,667 | 47.4% | 48.8% | 48.4% |
Vacation Travel Battery - 20 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 6,364 | 1,868 | 4,614 | 48.9% | 51.1% | 50.5% |
| Wave 57 | 8,268 | 6,389 | 1,879 | 4,667 | 49.3% | 51.2% | 50.6% |
Technology Battery - 13 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 6,634 | 1,598 | 4,614 | 47.5% | 48.8% | 48.4% |
| Wave 57 | 8,268 | 6,607 | 1,661 | 4,667 | 48.2% | 49.2% | 48.9% |
Media Battery - 10 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 6,699 | 1,533 | 4,614 | 44.6% | 53.6% | 47.9% |
| Wave 57 | 8,268 | 6,617 | 1,651 | 4,667 | 45.6% | 55.3% | 48.8% |
Interest in Sports - 9 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 4,942 | 3,290 | 4,614 | 59.1% | 63.3% | 61.5% |
| Wave 57 | 8,268 | 4,984 | 3,284 | 4,667 | 59.1% | 63.2% | 61.5% |
Alternative Advertising Places - 13 items
| Total Recovered Answered | Average Item Recovered Answered | Average Item Recovered Ascribed | Not Recovered Ascribed |
Item Ascription Rate |
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| Min. | Max. | Avg. | |||||
| Wave 56 | 8,232 | 7,038 | 1,194 | 4,614 | 44.5% | 45.9% | 45.2% |
| Wave 57 | 8,268 | 7,081 | 1,187 | 4,667 | 44.5% | 46.1% | 45.3% |
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For more information regarding Mediamark
Research, contact MRI at info@mediamark.com |