The GfK MRI Psychographic Sourcebook

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$more children enjoy math than reading & writing - GfK MRI$

Survey of the American Consumer: Part 1 III. Fashion & Shopping C. Intent to Purchase This battery of questions provides marketers with a sense of the major purchases consumers may make in the next year, and explores expected lifestyle changes that could alter or influence those plans. Questions – Intent to Purchase: In the next twelve months, how likely are you or someone in your household to (very likely, somewhat likely, not very likely, not at all likely): Home: • Buy your first house/residence • Buy a second house/vacation home • Sell your house/residence • Take out a 2nd mortgage or equity loan Remodel your home: • Remodel kitchen • Remodel bathroom • Convert room to home office • Add rooms – exterior additions • Other Buy insurance: • Homeowner or personal property • Life insurance Buy financial products: • Invest in stocks, bonds or mutual funds Travel: Vacation within the U.S.: • Hawaii • Florida • Theme park • Other Take a Cruise: for more than one day Travel: Vacation abroad: • Europe • Caribbean • Mexico • South America • Other Vehicle: • Buy a new vehicle • Buy a used or pre-owned vehicle • Lease a vehicle Buy/lease vehicle type: • 2-door car • 4-door car • Van/Mini-van • Motorcycle • Sport Utility Vehicle • Truck • Hybrid/Alternative Fuel Vehicle Buy electronics: • eReader (e.g. Amazon Kindle) • Home theater system • Large flat screen/HDTV (27” – 42”)* • Giant flat screen/HDTV (43” or more)* • Portable DVD player • Blu-Ray player* • Digital video camera/Digital camera • Desktop computer • Laptop computer • Satellite radio • Smartphone • Tablet (e.g. Apple iPad) Lifestyle (you personally): • Get engaged • Become a parent • Become a grandparent • Have a child go away to college • Have a child graduate from college • Have a child get married • Retire from full-time work • Collect lump-sum from pension/IRA/401K • Start or buy a new business • Change jobs 16
Survey of the American Consumer: Part 1 IV. Finance & Insurance A. Finance Attitudes This series of questions explores various emotional, social, historical and practical components that contribute to the different ways consumers spend and invest their money. The responses serve as a useful counterpoint to the data GfK MRI collects about American’s economic activities: personal and household income, home ownership, value of investments, credit card usage, and so forth. Questions – Finance Attitudes: How much do you agree or disagree with each of the statements (agree completely, agree somewhat, disagree somewhat, disagree completely)? • I regularly read financial news or financial publications • I hate to borrow money; I would much rather save up in advance of a purchase • My parents tend/tended to be savers • I would be happy to use the Internet to carry out day to day banking transactions • I often take the opportunity to discuss my knowledge of financial products or services with others • I always know broadly how much is in my bank account at any one time • There are one or two financial institutions that I always turn to first • It is better for me to put my money in a low-risk investment, even if the return may not be as great • The way I deal with my finances reflects how my parents dealt with theirs • When I find a financial product or service that I like, I typically recommend it to people I know • You are better off having what you want now, as you never know what tomorrow brings • I like to take risks when investing for the chance of a high return • I enjoy learning about financial products or services from others • I only save for a specific purpose • Borrowing money makes me feel uncomfortable • People often ask my advice when it comes to financial matters • I hate having to go to the branch of my bank or savings institution • I find the ups and downs of the financial markets exciting • I often ask the advice of others when it comes to financial products or services • I’m happy to use the phone to carry out day to day banking transactions • Investing in the stock market is too risky for me • The economy has a direct effect on my spending habits • I feel overwhelmed by financial burdens • Investing for the future is very important to me 17
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Teenmark Teenmark
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Teenmark I. Psychographic Batteries
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American Kids Study F. Nutrition
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This version of GfK MRI’s Psychog
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GfK MRI Headquarters 75 Ninth Avenu
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The GfK MRI Psychographic Sourcebook

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