MKTG 351 Exam 1 Study (2)

What does the Scarborough Crosstab do?

• Examine consumer habits in areas such as: Automotive, banking, beverages, internet, grocery, healthcare, home improvement, media, restaurants, retail, sports, and travel.

• Analyze relationships between thousands of variables. Crosstabs can help you to get insights on a specific target or compare variables for multiple targets.

What is MRI Simmons Crosstab?

• A table that shows the relationship between two or more variables.

• A list of surveyed individuals

• A table of values used in SimplyAnalytics that help predict the possibility of a future recession

What is MRI Simmons Crosstab used for?

• Creating custom consumer profiles, data reports, and gaining insights on a target.

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How does MRI Simmons Crosstab work and what can it help us do?

• Compares and shows the correlation between groups of survey responders in rows and columns

• Identifying demographic groups that are most or least likely to use a product or consumer behavior

• Delineate a target market and note the time frame for accomplishing a goal (often 1 year)

What data does MRI Simmons Crosstab use?

• It uses data from the National Consumer Study (NCS), which includes information on lifestyles, attitudes, brand preferences, and media use.

• Census Geographic Units

• Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.

What is Claritas PRIZM Premier?

• A system that categorizes US households into 68 segments based on their consumer behaviors, demographics, and geographic data.

• A marketing segmentation system that uses SimplyAnalytics to help marketers understand their customers and prospects

• A unique blend of product, place (distribution), people, promotion, and pricing strategies designed to effectively reach and engage with your target audience.

• Generates interactive maps, charts, and reports using thousands of data variables

What does SEO stand for and why is it important in marketing?

• Search Engine Optimization

• Sales Examination Overhead

• A marketing strategy that aims to improve a website's visibility in search engine results pages (SERPs). The goal is to rank higher in search results for terms that are relevant to a target audience

• A marketing strategy that can be used to create customized reports analyzing the DEMOGRAPHIC and PSYCHOGRAPHIC characteristics of product users and their media behavior.

What is the INDEX of the MRI Simmons Crosstab? Why is the INDEX useful?

• A measure of the likelihood that a target group will meet a specific criterion.

• A useful tool for understanding a report because it indicates whether a particular demographic is more or less likely to use a product or brand

• A web-based mapping, analytics, and data visualization app

• Useful for making semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.

A index of 175 means that survey respondents are [ENTER YOUR ANSWER AS A PERCENTAGE] more likely to use a product or brand than the rest of the base.

What does the horizontal percentage (Percent Across) in MRI Simmons refer to?

• The percentage of people within a specific row category that also fall into the column category you are analyzing

• Forecasted Expenditures and Technology

• Unique blends of product, place (distribution), people, promotion, and pricing strategies designed to effectively reach and engage with your target audience.

• Customized reports analyzing the DEMOGRAPHIC and PSYCHOGRAPHIC characteristics of product users and their media behavior.