The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
The GfK MRI Psychographic Sourcebook
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
American Kids Study<br />
<strong>GfK</strong> <strong>MRI</strong>’s American Kids Study, with approximately 5,000 participants age six to 11 from households included in the Survey of the American<br />
Consumer, uses an extensively studied and tested child-friendly questionnaire to explore several areas: personal information, media usage,<br />
product consumption and lifestyles.<br />
In addition, the study includes a series of psychographic questions that ask young children directly about what is often only observed about<br />
them or inferred from their behavior.<br />
<strong>Psychographic</strong> Questions in the American Kids Study: <strong>The</strong>se are some things other kids have said about themselves. Thinking about<br />
yourself, which of the following statements do you completely agree with?<br />
A. Advertising Preferences<br />
Which of these advertisements do you like seeing or hearing?<br />
• Commercials on TV<br />
• Ads on the radio<br />
• Ads on the Internet<br />
• Ads in video games<br />
• Ads before movies (at a movie theater)<br />
• Other<br />
• I don’t like seeing or hearing advertisements<br />
What do you really like to see or hear in advertising?<br />
• Something that surprises me<br />
• Funny things (like a funny animal or character)<br />
• Kids my age<br />
• Famous people I like<br />
• Music<br />
• Sarcastic humor that makes fun of things<br />
• Silly humor<br />
• Tricks played on people<br />
• Colorful images<br />
• Action and excitement<br />
• Learn more about a new product<br />
• Other<br />
103
Change language