Psychographic Sourcebook - GfK MRI

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

PART 1: Survey of the American Consumer IV. Lifestyle Choices A. Diet Control/Eating Habits It is increasingly clear that what we decide to eat is often a lifestyle choice—a choice that reflects how we view our health. The battery of questions concerning diet control and eating habits help marketers understand specific methods consumers use to manage their weight and overall health. Questions – Diet Control/Eating Habits: Are you presently controlling your diet? If yes, reason for diet control: • Blood sugar level • Cholesterol level • Lactose intolerance • Maintain weight • Physical fitness • Regularity • Salt restriction • Weight loss • Other Do you buy foods specifically labeled as? • Fat-free • High fiber • High protein • Lactose-free • Low-calorie • Low-carb • Low-cholesterol • Low-fat • Low-sodium • Natural or organic • Sugar-free Do you consider yourself to be? • Semi-vegetarian • Vegetarian • Vegan If you are dieting, which methods are you using? • Jenny Craig • LA Weight Loss Center • South Beach Diet • Weight Watchers • Other diet organization or club • Atkins Diet • Doctor’s care/diet • Diet control book • Exercise program • Other 20
PART 1: Survey of the American Consumer IV. Lifestyle Choices B. Leisure Activities The various ways Americans spend their leisure time is another barometer of lifestyle choices. The battery of questions regarding leisure activities represents a wide range of activities and tap into the choices consumers make for their downtime. Questions – Leisure Activities: Which of the following have you personally participated in the last 12 months? How often do you engage in these (2 or more times a week, once a week, 2-3 times a month, once a month, less than once a month)? • Attend auto shows • Adult education courses • Attend art galleries or shows • Attend horse races • Attend country music performances • Attend rock music performances • Attend classical music/opera performances • Attend dance performances • Backgammon • Baking • Barbecuing • Go to bars/night clubs • Go to beach • Billiards/pool • Birdwatching • Board games • Book clubs • Chess • Cooking for fun • Concerts on radio • Crossword puzzles • Dance/go dancing • Dining out • Electronic games (not TV) • Entertain friends or relatives at home • Fantasy sports league • Fly kites • Furniture refinishing • Home decoration and furnishing • Karaoke • Go to live theater • Model making • Go to museums • Painting, drawing • Photography • Photo album/Scrap booking • Picnic • Play bingo • Play cards • Play musical instrument • Reading books • Reading comic books • Word games • Trivia games • PC/computer games • Video games • Woodworking • Zoo attendance Do you engage in any of the following activities? • Collecting antiques • Collecting art • Collecting coins • Collecting figurines • Collecting stamps • Collecting sports trading cards • Electric trains • Indoor gardening & plants • Listen to music • Raising pets • Tropical fish 21
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 21: PART 1: Survey of the American Cons
Page 55 and 56: PART 2: Teenmark I. Psychographic B
Page 65 and 66: PART 2: Teenmark II. Psychographic
Page 71 and 72: American Kids Study
Page 73:
Mediamark Research & Intelligence A
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Psychographic Sourcebook - GfK MRI

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