THE SURVEY OF THE AMERICAN CONSUMER: THE SURVEY OF THE AMERICAN CONSUMEROne Source, Complete Market Data. “One Source, Complete Market Data” is not just a slogan, it's a commitment: all the information collected for the Survey of the American Consumer™ comes from a single set of respondents. Because it's a single-source survey, the data provides a detailed picture of the fragmented and continually evolving media marketplace and the 220 million adults who drive it. One set of answers from one set of respondents allows marketers to better understand the context in which media and consumer choices are made. The Survey of the American Consumer™ collects information on adult consumers' media choices, product usage, demographics, lifestyle and attitudes. Usage of nearly 6,000 product and service brands across 550 categories are measured, along with the readership of hundreds of magazines and newspapers, Internet usage, TV viewership to the program level, national and local radio listening, Yellow Pages usage and Out-of-Home exposure. To capture this high resolution view of the market that national marketers demand, MRI does something unique in the survey industry: every year 26,000 consumers are interviewed, face-to-face, in their homes. It's not the easiest way to conduct research, but the pay-off in reliability, credibility and completeness of results is worth the added cost and effort.
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