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 C. Participation in Sports This series of questions is designed to aid marketers in understanding how much of a role sports plays in the lives of American consumers. Questions – Participation in Sports: Which of the following have you personally partipated in 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)? • Aerobics • Archery • Auto racing • Backpack/hiking • Baseball • Basketball • Bicycling—Mountain • Bicycling—Road • Boating (power) • Bowling • Canoeing/kayaking • Fishing—fresh water • Fishing—salt water • Football • Frisbee • Golf • Hockey • Horseback riding • Hunting with bow & arrow • Hunting with handgun • Hunting with rifle • Hunting with shotgun • Ice skating • Jet skiing • Jogging/running • Karate • Kick Boxing • Lacrosse • Martial arts • Motocross • Motorcycling • Paddle tennis • Pilates • Racquetball • Rock climbing • Roller blading/in-line skating • Roller skating • Rowing: stationary/outdoor • Sailing • Scuba diving • Skateboards • Skiing—cross-country • Skiing—downhill • Snorkeling/skin diving • Snowboarding • Snowmobiling • Soccer • Softball • Surfing/windsurfing • Swimming • Target shooting • Tennis • Volleyball • Walking for exercise • Water skiing • Weight lifting • Whitewater rafting • Yoga • Other D. Engage in Physical Fitness The physical fitness question is designed to be a summary of Americans’ commitment to a regular exercise program. Questions – Engage in Physical Fitness: Have you engaged in a regular exercise program in the last 12 months where you exercised at least twice a week? If yes, did you exercise... • At home • At a club • At another facility 22
PART 1: Survey of the American Consumer V. <strong>Psychographic</strong> Batteries Designed by Third Party Partners A. <strong>GfK</strong> NOP “LifeMatrix” This battery of questions examines the personal values of American adults and contrasts them with the responses to a series of activities-related questions. Questions – Personal Values: Please rate on a scale of 1 to 7, with “1” meaning not at all important and “7” meaning extremely important, how important is the value to you as a guiding principle in your life? • Wealth: having material possessions, a lot of money • Status: achieving a higher social status • Ambition: aspiring to get ahead • Honesty: being sincere, having integrity • Being in tune with nature: fitting into nature • Preserving the environment: helping to preserve nature • Creativity: being creative, imaginative • Freedom: having freedom of action and thought • Curiosity: wanting to explore and learn about new things • Public image: protecting my reputation, saving face • Protecting the family: having safety for loved ones • Social responsibility: working for the welfare of society • Equality: desiring equal opportunity for all • Stable personal relationships: maintaining a long-term commitment to friends and loved ones • Romance: having romance in my life • Enjoying life: doing things because I like them • Having fun: having a good time • Adventure: seeking adventure and risk • Sex: achieving a fulfilling sexual life • Looking good: Seeking the utmost attractive appearance continued on next page>> 23
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 23: 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

Psychographic Sourcebook - GfK MRI

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