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 V. Health & Nutrition C. Health Attitudes This battery of questions provides insights into how Americans relate to their general health, to the medical community and to the pharmaceutical industry. It complements usage questions GfK MRI asks about specific medications, both prescription and over-the-counter, that consumers take for a variety of ailments and conditions. Questions – Health Attitudes: How much do you agree or disagree with each of the statements (agree strongly, somewhat agree, somewhat disagree, disagree strongly)? • I go to the doctor regularly for check-ups • I prefer alternative medicine to traditional medical practices • Generic medications are as effective as brand-name prescription drugs • In general, I feel I eat right • In general, I think herbal supplements are effective • I take my prescription medicines exactly as prescribed • I’m often first to try the most advanced medicines • I prefer popular brand-name drugs, even if they cost more • I rely on my physician to recommend drug brands • In general, newer drug brands work better than older brands • If a drug brand works, I stick with it • To save money, I would buy prescription drugs from countries other than the United States • Before I begin taking any drug, I look for as much information about it as possible • I am willing to take prescription drugs even if my insurance company doesn’t cover them • Over the counter medications are safer than prescription drugs • I only go to the doctor when I’m very ill • Sometimes I skip a dose of my prescription drugs because I worry about the side effects • I take medicine as soon as I don’t feel well • Medication has improved the quality of my life • I follow a regular exercise routine • My medical conditions limit my lifestyle somewhat • I am always looking for new ways to live a healthier life • I am happy with my weight • I consult my pharmacist for health advice • Vitamin supplements improve one’s health 22
Survey of the American Consumer: Part 1 VI. Sports & Leisure A. Interest in Sports To rabid sports fans, everyone should feel as strongly as they do about their teams; adults on the opposite end of the spectrum are mystified about enthusiasm for any spectator sport. GfK MRI explores these extremes of feeling—and points between—for a number of organized sports. Questions – Interest in Sports: On a scale from “0” to “10” where “0” means you are not a sports fan at all, “5” means you are an average sports fan and “10” means you are a super sports fan, where would you place yourself on that scale for each of the following? • College Basketball • College Football • Other College Sports • Golf • High School Sports • Major League Baseball • NASCAR • NBA • NFL • NHL • Olympics • Professional Wrestling • Soccer • Tennis Based on their answers to the Interest in Sports battery, consumers may be considered one of the following: • General Sports Fans have higher than average ranking across all sports. • Super Sports Fans are General Sports Fans who rank at the Super Fan level for 3 or more sports. 23
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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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