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GFK/MRI Survey Of The American Consumer Methodology • National probability sample • In-home interview and mail questionnaire • Adults age 18+ • N = 26,000/year • Two-year data set (N = 52,545) • Oversampling and breakouts for top designated market areas (DMAs)
What Is GFK/MRI? Secondary market research data set that CDC has acquired 550+ categories with close to 6,000 items • Brands • Media (internet, social media, magazines, TV, movies, radio, newspapers), • Products (food, tobacco use, alcohol use) • Lifestyle activities • Online activity, use of technology, entertainment, shopping, memberships, social interaction, travel • Health and medicine • Medical conditions, medication use, visits to doctors • Attitudes and opinion items (19 categories) • Diet, physical fitness, health, medicine, technology, media • Extensive demographics
Page 1 and 2: Developing a National Social Market
Page 3 and 4: WHAT IS SOCIAL MARKETING?
Page 5 and 6: Problem Description Implementation
Page 7 and 8: Defining the Issue - Public Health
Page 9 and 10: Defining the Issue- A Call To Actio
Page 11 and 12: Defining the Issue- Consumer Workgr
Page 13 and 14: Defining the Issue- Social Marketin
Page 15 and 16: Market Research Conducted or Underw
Page 17 and 18: Market Research (cont’d) Environ
Page 19 and 20: Market Research- Audience Segmentat
Page 25 and 26: Market Research- Focus Groups Over
Page 27 and 28: Market Research- Couple Interviews
Page 29: GFK-MRI DATA
Page 33 and 34: Internet Activities (Last 30 Days)
Page 41 and 42: Cable, Satellite or Fiber Optic Pro
Page 43: Cable, Satellite or Fiber Optic Pro
Page 46 and 47: Women of Childbearing Age- Planners
Page 48 and 49: Non-Planners are Pre-Contemplators
Page 50 and 51: Planners Short Term Communication G
Page 52 and 53: Market Research- Concept Developmen
Page 55 and 56: Market Research- Concept Developmen
Page 57: Market Research- Concepts, Adcepts
Page 71 and 72: Social Marketing Phases 3 Market St
Page 74 and 75: Problem Description Market Research
Page 76 and 77: NEXT STEPS
Page 78 and 79: WHAT’S MISSING?
Page 80 and 81:
Questions? On-line social marketin
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