How to Use

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How to Use MRIs University Reporter
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• What Is A Crosstab?
• A crosstab is merely a program where you cross
  rows and columns, giving you five variables
• Base
• Total 000
• Projected 000
• Percent across
• Percent down
• Index
• You can plug a target, for instance, into a
  column and then enter variables into rows and
  then examine the cells where they intersect to
  see how they relate to each other.

This is your target.
This is your percent across, compared to the
target. Read as 8.4 of P18-24 are ATT cell
phone users
This is your percent down. Read as 14.2 of ATT
cell phone users are P18-24
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Reading MRI Data
Total U.S represents numbers for all P18
Total 000 the number of people projected to be
in the U.S. Example there are 27,777,000
P18-24 in the U.S.
Proj 000 the number projected for the target.
Example here we are saying there are 3,729,000
P35-54 in the U.S. who own an ATT cell phone
(add three zeros to the number)
Percent Across the percent of the row that is
the target. Example 7.3 of P55-64 are ATT
cell phone users
Percent Down the percent of the target that is
the row. Example 34.7 of ATT cell phone
users are Adults 18-34
Index the propensity of your target to fit the
definition compared to the total U.S., with 100
as the measuring bar. Numbers over 100 show how
much more likely numbers under 100 show how much
less likely. Example people who graduated with
college plus are 21 more likely than average
to be ATT cell phone users The index is
calculated by dividing the percentage across or
down into that of the total U.S., the first row.
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Studies Available in MRI
Spring/Fall studies released in either the
spring or fall of that year, respectively. Each
Spring or Fall study contains 25,000
respondents Product contains data on product
usage. Media contains data on media
consumption. Magazine cumulative contains data
on magazine readership. Magazine qualitative
contains data on qualitative magazine
measures (e.g., where read or response to
advertising in certain magazines. Business to
Business contains data from purchase decision
makers and executives in companies. Upper Deck
contains data from those in the upper 10 income
in the U.S. Teenmark contains data from
respondents aged 12-17 (separate study from our
regular studies, which are asked of people
18. Top 10 Local Media Markets contains data
specific to the top 10 local media markets in the
U.S. (including things like local papers and
department stores) New York, L.A., Chicago,
Philadelphia, San Francisco, Boston, Detroit,
Washington D.C., Atlanta and Dallas/Fort Worth.
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Logging Into University Reporter
Enter the password you selected while
registering. NOTE both email addresses and
passwords are CASE SENSITIVE.
Log in using your university-supplied email
account featuring the .edu domain name.
Reporter will not work if you try to access it
via personal or third-party email addresses.
If you are a first-time user, click on the
register for a free account link and follow the
directions. When complete, follow the two steps
above.
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Setting Up Your Crosstab
Click on Mediamark Reporter
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Setting Up Your Crosstab
2. Pick the report within that study that
youd like to examine
1. Pick your study youd like to enter
3. If you dont see something youd like to
look at, try typing in a search keyword
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Looking Over Your Crosstab
Now youve created a report. Note the boxes on
the left, detailing what youre examining. In
this example, you are looking at cell phone
brands, with a base of Total Adults, and the
brand ATT in particular.
If youd like to change to a different report,
you dont have to back all the way out. Click on
Change report link along the top.
You can change the Category, Base or Target in
any report by clicking on the one youd like
within those boxes.
You can print out the report by clicking on the
print button. If youd like to dump it into
Excel, click on the spreadsheet button.
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Crosstab in Spreadsheet Format
Heres a crosstab in spreadsheet format (actually
exported from University Reporter. Looking at
this, you can now visualize the idea of columns
and rows (which appear on Reporter as down
and across).
Your target is your column here
Rows
8.6 of W25-54 are ATT cell phone users,
compared to 7.6 of the total U.S. Dividing 8.6
into 7.6 will give you an index of 113.
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What Am I Looking at Again?
Remember everything youre looking at is here on
this page!
Heres your Category
Heres your base
Its summarized here again
Heres your target
Use the scroll bar to scroll down through the rows
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Practice Reading Example
Were going to summarize this report. You then
look at the numbers and see how we came to this.
The overall target is total adult ATT cell phone
users. Hint look at the three boxes to the left.
P18 with a child 27 more likely than the total U.S. to own an
ATT cell phone. 5.7 of P18 ATT cell phone
users have a child
People who live in D size counties are 70 less
likely than the total U.S. to own an ATT cell
phone (only 2.3 of them).
Look at the data here to see how we were able to
make these statements.
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Practice Reading Example No Notes
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