Mediamark Research 
Fall 2001 Technical Guide

Unweighted and Weighted Demographics

 
Adults Men Women Female Homemakers Professional Managerial
Unwgt Proj (000) Unwgt Proj (000) Unwgt Proj (000) Unwgt Proj (000) Unwgt Proj (000)
Total U.S. 26,144 202,753 13,316 97,120 12,828 105,633 11,695 91,069 6,495 41,356

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Men 13,316 97,120 13,316 97,120 - - - - 3,850 20,750
Women 12,828 105,633 - - 12,828 105,633 11,695 91,069 2,645 20,606
Male Homemakers 5,444 34,840 5,444 34,840 - - - - 1,421 6,742
Female Homemakers 11,695 91,069 - - 11,695 91,069 11,695 91,069 2,450 18,794
Working Women 7,663 61,464 - - 7,663 61,464 6,981 53,180 2,645 20,606
Parent 9,163 71,615 4,409 30,771 4,754 40,844 4,426 36,994 2,897 19,068

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Graduated College 8,484 47,098 4,687 24,112 3,797 22,987 3,517 20,718 4,835 28,811
Attended College 7,622 54,885 3,606 25,421 4,016 29,464 3,637 25,034 1,136 7,884
Graduated High School 7,125 66,457 3,508 30,837 3,617 35,621 3,306 30,977 451 4,055
Did Not Graduate High School 2,913 34,312 1,515 16,750 1,398 17,562 1,235 14,340 73 606
Age 18-24 2,131 26,637 1,161 13,305 970 13,333 658 7,751 167 1,415
25-34 4,766 37,966 2,452 18,617 2,314 19,349 2,146 17,297 1,430 9,811
35-44 6,157 45,002 3,221 22,174 2,936 22,827 2,748 20,909 2,063 12,610
45-54 5,039 36,791 2,640 17,915 2,399 18,877 2,241 17,442 1,814 11,786
55-64 3,215 23,530 1,654 11,177 1,561 12,354 1,455 11,184 825 4,818
65 or Over 4,836 32,826 2,188 13,933 2,648 18,894 2,447 16,486 196 915

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18-34 6,897 64,603 3,613 31,921 3,284 32,682 2,804 25,048 1,597 11,226
18-49 15,750 129,429 8,238 63,757 7,512 65,672 6,764 55,336 4,629 30,213
25-54 15,962 119,759 8,313 58,706 7,649 61,053 7,135 55,648 5,307 34,207
Working Full Time 15,483 112,204 9,428 64,547 6,055 47,657 5,535 41,632 5,890 37,066
Part-time 2,351 19,968 743 6,161 1,608 13,807 1,446 11,548 605 4,289
Not Employed 8,310 70,581 3,145 26,412 5,165 44,169 4,714 37,889 - -
Professional 3,095 21,242 1,565 9,825 1,530 11,417 1,420 10,418 3,095 21,242
Exec./Manager/Administrator 3,400 20,114 2,285 10,925 1,115 9,189 1,030 8,375 3,400 20,114
Clerical/Sales/Technical 5,320 38,026 2,068 13,889 3,252 24,137 2,922 20,038 - -
Precision/Crafts/Repair 1,944 14,694 1,803 13,369 141 1,325 132 1,221 - -
Other Employed 4,075 38,097 2,450 22,700 1,625 15,397 1,477 13,127 - -

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H/D Income $75,000 or More 7,991 56,777 4,695 29,390 3,296 27,386 2,873 22,434 3,933 25,643
$60,000 - 74,999 3,093 22,864 1,731 11,599 1,362 11,265 1,227 9,615 946 6,095
$50,000 - 59,999 2,383 18,542 1,282 9,392 1,101 9,150 994 7,726 532 3,314
$40,000 - 49,999 3,052 21,059 1,574 10,439 1,478 10,619 1,344 9,161 541 2,990
$30,000 - 39,999 3,062 23,240 1,469 11,348 1,593 11,892 1,456 10,038 341 1,998
$20,000 - 29,999 3,062 24,561 1,339 11,368 1,723 13,194 1,616 11,734 145 919
$10,000 - 19,999 2,427 23,031 904 9,249 1,523 13,782 1,453 12,526 44 338
Less Than $10,000 1,074 12,680 322 4,335 752 8,345 732 7,836 13 58
Census Region: Northeast 6,261 39,451 3,122 18,622 3,139 20,829 2,888 17,976 1,658 9,411
North Central 6,760 46,585 3,459 22,276 3,301 24,309 3,035 21,133 1,591 9,267
South 7,759 71,969 3,930 34,260 3,829 37,709 3,499 33,160 1,888 13,672
West 5,364 44,747 2,805 21,962 2,559 22,785 2,273 18,800 1,358 9,005

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County Size A 14,897 83,650 7,625 40,142 7,272 43,508 6,585 36,577 4,198 20,259
B 7,019 60,692 3,611 28,960 3,408 31,732 3,116 27,367 1,630 12,718
C 2,496 28,994 1,247 13,887 1,249 15,107 1,153 13,294 449 4,603
D 1,732 29,418 833 14,131 899 15,286 841 13,831 218 3,776
MSA Central City 8,600 70,557 4,291 33,761 4,309 36,796 3,943 31,750 2,050 14,295
MSA Suburban 14,973 93,315 7,774 44,702 7,199 48,614 6,532 41,293 4,097 22,122
Non MSA 2,571 38,881 1,251 18,657 1,320 20,224 1,220 18,025 348 4,939
Single 5,383 48,400 2,917 26,164 2,466 22,236 2,075 15,547 1,253 7,495
Married 14,557 116,234 8,356 57,999 6,201 58,235 5,622 52,494 4,206 29,107
All Others 6,204 38,119 2,043 12,957 4,161 25,162 3,998 23,028 1,036 4,754

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Household Size: 1 Person 6,046 26,939 2,476 11,232 3,570 15,706 3,570 15,706 1,265 4,321
2 Persons 8,498 66,468 4,653 32,559 3,845 33,908 3,434 30,017 1,982 13,096
3 or 4 Persons 8,765 79,017 4,632 38,737 4,133 40,280 3,642 33,718 2,575 18,914
5 or More Persons 2,835 30,330 1,555 14,592 1,280 15,738 1,049 11,627 673 5,025
Children By Age: Any 10,293 86,445 5,117 39,460 5,176 46,984 4,669 40,017 3,023 20,301
Under 2 Years 1,748 15,699 849 6,796 899 8,903 801 7,423 477 3,361
2-5 Years 3,618 30,551 1,828 13,977 1,790 16,574 1,626 14,340 1,044 6,769
6-11 Years 4,951 39,842 2,463 18,060 2,488 21,782 2,257 18,746 1,416 9,068
12-17 Years 4,829 41,545 2,402 19,001 2,427 22,544 2,160 18,701 1,383 9,375
White 22,659 169,711 11,672 81,732 10,987 87,980 10,030 76,209 5,760 35,684
Black 2,461 24,131 1,105 10,983 1,356 13,148 1,252 11,520 405 3,388
Other 1,024 8,911 539 4,405 485 4,505 413 3,340 330 2,283
Spanish Speaking-English Language Capable Household 2,591 23,723 1,365 11,948 1,226 11,775 1,075 9,508 470 3,144

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IEI $50,000 or More 5,641 30,993 4,353 22,865 1,288 8,128 1,194 7,330 3,737 20,270
$40,000 - 49,999 2,587 16,006 1,610 9,643 977 6,363 904 5,770 1,092 7,166
$30,000 - 39,999 3,077 22,532 1,588 12,040 1,489 10,492 1,384 9,521 899 7,149
$25,000 - 29,999 1,495 12,139 701 5,877 794 6,262 734 5,531 228 2,198
$20,000 - 24,999 1,398 12,414 612 5,792 786 6,621 715 5,859 202 1,767
$10,000 - 19,999 2,234 22,821 830 9,101 1,404 13,720 1,260 11,461 191 1,696
Under $10,000 1,402 15,268 477 5,390 925 9,879 790 7,708 146 1,110
Wage Earner Status: Sole 7,087 37,809 3,924 21,982 3,163 15,827 3,067 14,676 2,556 11,175
Primary 5,575 45,950 4,277 31,894 1,298 14,056 1,152 12,480 2,262 15,638
Secondary 5,172 48,412 1,970 16,832 3,202 31,581 2,762 26,024 1,677 14,543
Number of Children: 1 4,200 36,907 2,047 16,838 2,153 20,069 1,933 16,931 1,218 8,723
2 3,951 31,044 1,983 14,374 1,968 16,670 1,788 14,447 1,252 8,142
3 or More 2,142 18,494 1,087 8,248 1,055 10,245 948 8,639 553 3,435

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Home Owned 18,904 142,795 9,848 68,424 9,056 74,371 8,155 63,110 5,134 33,079
Value of Home $100,000+ 14,377 90,114 7,673 43,523 6,704 46,590 6,000 39,194 4,683 28,228
$60,000 - $99,999 2,910 30,624 1,393 14,375 1,517 16,249 1,381 13,825 356 3,520
$30,000 - $59,999 1,140 15,291 550 7,399 590 7,893 545 6,813 78 1,104
Under $30,000 477 6,766 232 3,128 245 3,638 229 3,278 17 227
Life Cycle

Respondent 18-34:
One-Person Household 1,124 4,717 631 2,805 493 1,911 493 1,911 379 1,363
Married, No Children 755 5,624 423 2,614 332 3,011 301 2,721 296 2,081
Married, Youngest Under 6 1,759 15,113 883 6,685 876 8,428 809 7,742 449 3,476
Married, Youngest 6-17 341 3,583 175 1,599 166 1,984 158 1,855 58 483
Balance 2,918 35,567 1,501 18,219 1,417 17,348 1,043 10,819 415 3,823

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Respondent 35-49:
One-Person Household 1,346 5,812 734 3,422 612 2,390 612 2,390 462 1,643
Married, No Children 1,243 11,039 671 5,273 572 5,766 519 5,292 408 3,279
Married, Youngest Under 6 1,651 11,558 999 6,273 652 5,285 603 4,769 690 4,095
Married, Youngest 6-11 1,664 11,668 926 5,821 738 5,847 680 5,409 622 3,851
Married, Youngest 12-17 1,189 10,378 599 4,507 590 5,870 551 5,419 411 3,272
Balance 1,760 14,371 696 6,539 1,064 7,832 995 7,009 439 2,847

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Respondent 50 or Older:
One-Person Household 3,450 15,962 1,052 4,793 2,398 11,170 2,398 11,170 397 1,242
Married, No Children 5,104 40,486 3,071 20,997 2,033 19,489 1,792 17,110 941 6,296
Married, With Children 851 6,785 609 4,230 242 2,555 209 2,177 331 2,273
Balance 989 10,090 346 3,343 643 6,747 532 5,276 197 1,331

 

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