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 - 48 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 57 | 8,268 | 5,994 | 2,274 | 4,667 | 52.0% | 55.9% | 53.7% |
| Wave 58 | 8,333 | 6,230 | 2,103 | 4,538 | 49.6% | 53.6% | 51.6% |
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 57 | 8,268 | 7,214 | 1,054 | 4,667 | 41.6% | 49.4% | 44.2% |
| Wave 58 | 8,333 | 7,326 | 1,007 | 4,538 | 39.9% | 48.6% | 43.1% |
Health Care Battery - 22 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 57 | 8,268 | 6,942 | 1,326 | 4,667 | 43.2% | 48.2% | 46.3% |
| Wave 58 | 8,333 | 7,290 | 1,043 | 4,538 | 40.1% | 45.3% | 43.4% |
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 57 | 8,268 | 7,116 | 1,153 | 4,667 | 44.8% | 45.1% | 45.0% |
| Wave 58 | 8,333 | 7,151 | 1,182 | 4,538 | 44.2% | 44.6% | 44.4% |
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 57 | 8,268 | 6,037 | 2,231 | 4,667 | 49.1% | 58.7% | 53.3% |
| Wave 58 | 8,333 | 6,317 | 2,017 | 4,538 | 46.8% | 55.8% | 50.9% |
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 57 | 8,268 | 6,735 | 1,533 | 4,667 | 46.6% | 48.3% | 47.9% |
| Wave 58 | 8,333 | 6,875 | 1,458 | 4,538 | 45.5% | 46.9% | 46.6% |
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 57 | 8,268 | 7,141 | 1,127 | 4,667 | 43.2% | 45.3% | 44.8% |
| Wave 58 | 8,333 | 7,228 | 1,105 | 4,538 | 42.3% | 44.4% | 43.8% |
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 57 | 8,268 | 6,671 | 1,597 | 4,667 | 47.4% | 48.8% | 48.4% |
| Wave 58 | 8,333 | 6,842 | 1,491 | 4,538 | 45.8% | 47.2% | 46.8% |
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 57 | 8,268 | 6,389 | 1,879 | 4,667 | 49.3% | 51.2% | 50.6% |
| Wave 58 | 8,333 | 6,401 | 1,932 | 4,538 | 49.1% | 50.9% | 50.3% |
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 57 | 8,268 | 6,607 | 1,661 | 4,667 | 48.2% | 49.2% | 48.9% |
| Wave 58 | 8,333 | 6,794 | 1,539 | 4,538 | 46.6% | 47.5% | 47.2% |
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 57 | 8,268 | 6,617 | 1,651 | 4,667 | 45.6% | 55.3% | 48.8% |
| Wave 58 | 8,333 | 6,643 | 1,690 | 4,538 | 44.9% | 55.9% | 48.4% |
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 57 | 8,268 | 4,984 | 3,284 | 4,667 | 59.1% | 63.2% | 61.5% |
| Wave 58 | 8,333 | 5,417 | 2,916 | 4,538 | 56.2% | 59.6% | 57.9% |
Alternative Advertising Places - 14 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 57 | 8,268 | 7,081 | 1,187 | 4,667 | 44.5% | 46.1% | 45.3% |
| Wave 58 | 8,333 | 7,102 | 1,231 | 4,538 | 44.2% | 45.4% | 44.8% |
Fashion & Style - 24 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 57 | n/a | n/a | n/a | n/a | n/a | n/a | n/a |
| Wave 58 | 8,333 | 6,906 | 1,427 | 4,538 | 44.9% | 46.9% | 46.3% |
Cellular - Mobile 1 - 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 57 | n/a | n/a | n/a | n/a | n/a | n/a | n/a |
| Wave 58 | 8,333 | 5,616 | 2,717 | 4,538 | 54.5% | 59.2% | 56.4% |
Cellular - Mobile 2 - 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 57 | n/a | n/a | n/a | n/a | n/a | n/a | n/a |
| Wave 58 | 8,333 | 5,839 | 2,494 | 4,538 | 52.7% | 56.0% | 54.6% |
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For more information regarding Mediamark
Research, contact MRI at info@mediamark.com |