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MC 3360: Public Relations Research Methods: University Reporter

University Reporter

Formats: Market data about consumers in the USA

NOTE: To access, users must first register and create an account here. NOTE: If your account has expired, you will need to register again. Due to licensing, use is restricted to Texas State University faculty, students, and staff.

University Reporter Tutorial Video

How to read University Reporter Results

Report for adults who drank Red Bull in the last 6 months.

How many adults, age 18-24 drank Red Bull in the last 6 months?

Base Total '000: Total number of people in the US, by thousands.

  • University Reporter estimates there are 30,221,000 adults between the ages of 18-24 in the US. Does not relate to the product selection.

'000: The projected number of people that fit both of your criteria, by thousands.

  • University Reporter estimates that 5,106 adults between the ages of 18-24 drank Red Bull in the last 6 months. Relates to the product selection.

% Detail: This is related to your Detail or the action.

  • Of all the men between the ages 18-24, 31.91% of them drank Red Bull in the last 12 months 

% Target: This tells you about the behavior of your Target or demographic.

  • Of all the adults that drank Red Bull in the last 6 months, 16.9% are between the ages of 18-24.

Index: The likelihood of all of your criteria intersecting. If the number is above 100, your group is more likely to do something. If it is below 100, they are less likely to do something.

  • The index is 250. Adults between the ages of 18-24 are 2.5 times more likely than the average to have drank Red Bull in the last 6 months. If you look at age 35-44, the index is 110. This means adults between the ages of 35-44 are 10% more likely than the average to have consumed Red bull in the last six months.

Text in Red: When you see text in red this means the sample used was small.

  • In this example, see the target Age 65+: This could mean this is a group that is less likely to drink Red Bull--or not. It is an indicator that you may need to conduct more research.