Psychographic Sourcebook - GfK MRI

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

PART 1: Survey of the American Consumer I. Product and Service Category-Related <strong>Psychographic</strong>s G. Media Attitudes Thinking about the media choices adults make consumes a great deal of time for marketers and researchers, as well it should. This battery of questions can be a good proxy for engagement, by helping marketers gauge the depth of feelings and emotions people have about different media. Questions – Media Attitudes: For each of the following statements, please check off which media you think it describes—TV, radio, Internet, magazines, newspapers. You can check off as many as you’d like. For example, if you think the statement describes all of them, check off all five. For the last statement, pick only one. • A good source of learning • Pure entertainment • Makes me think • Keeps me informed/up to date • A good escape • Relaxes me • Puts me in a good mood • Gives me good ideas • Keeps me up-to-date with the latest styles and trends • The one I trust the most (pick one): TV, radio, Internet, magazines, newspapers 10
PART 1: Survey of the American Consumer I. Product and Service Category-Related <strong>Psychographic</strong>s H. Out-of-home Media Attitudes This newest battery of psychographic questions explores consumers’ reactions to advertising found out-of-home, outdoors and in non-traditional venues such as cell phones and movie theaters. Opinions are also solicited about product placement in different media. Questions – Out-of-home Media Attitudes: Here is a list of different places where you might find advertising. How much interest do you have in the advertising that appears in these places (considerable interest, some interest, not much interest or have never seen)? • Billboards • Ads on buses/trains • Ads at bus stops or train stations • Ads inside taxis • Ads on top of taxis • Ads at sports or entertainment events • Ads on elevators • Ads on postcards • Ads sent to a cell phone or other mobile device • Ads in stores* • Ads at the movies • Product placement in video games • Product placement in TV shows • Product placement in movies * New in Wave 57 11
Page 1 and 2: The MRI Psychographic Sourcebook A
Page 3 and 4: The MRI Psychographic Sourcebook Ta
Page 5 and 6: Survey of the American Consumer
Page 7 and 8: PART 1: Survey of the American Cons
Page 11: PART 1: Survey of the American Cons
Page 55 and 56: PART 2: Teenmark I. Psychographic B
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PART 2: Teenmark I. Psychographic B
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PART 2: Teenmark II. Psychographic
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Page 71 and 72:
American Kids Study
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Mediamark Research & Intelligence A
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Psychographic Sourcebook - GfK MRI

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