The Mediamark Reporter CD-ROM is organized like a set of printed reports or studies on various types of products/services. To use the system, you select a study, then select a general category, and within the category you may select a brand or sub-category. You then select the demographic or media use attributes you wish to view and create a table. Creating and downloading a table is not difficult, but there are many choices you can make to tailor the table to your needs. The following steps will lead you through the process of creating and downloading a table:

1. From the START menu, select MRI Mediamark Reporter. The opening screen will show all available studies.

   Do not use the Add/Change/Delete button; all available studies are already loaded for your use.

2. Scroll through the list and highlight the study you want to use and select the Pick this study button. The Table of Contents screen for the chosen study will appear, showing all categories.

   For information about the methodology and reliability of results for this study, select the More info button at the top of the screen.

   Choose to view either a Summary report, a Demo/Media Report or a Target Report. (Not all studies have all types of reports available.) The Summary report shows purchasing habits for all categories of products covered by the report for all demographic groups together. The Demo/Media Report displays the demographic AND media breakdown of users of a selected specific item within the category. The Target Report compares all items in the category to a demographic or media target you select.

   For example, within the Apparel study you can view the summary report showing all purchases of every type of apparel, or create a Demo/Media Report showing the demographic characteristics and media use of all purchasers of one category of product (baby clothes, for example) or create a Target Report showing the purchasing habits of each specific apparel category by a target demographic group (age 34-44, college educated, etc.) or by the users of a specific media outlet (ESPN, daily newspaper, etc.).

3. To view the Summary report, simply click on the Summary button at the top of the screen. If one is available, it will appear in a dialog box.

   To view a Demo/Media Report:

   • Highlight a category and double click or select the Demo/Media Report button at the bottom of the screen. Highlight a sub-category or product. You may change the demographic base if you prefer. Then click on the OK button.

   • The table will load, showing the demographic characteristics and media use of purchasers of the selected product.

   To view a Target Report:

   • Highlight a category and select the Target Report button at the bottom of the screen. Select Media or Demos.

   • If you select Media, a list of media targets will appear. These include types of media as well as specific titles of publications. If you select Demos, you will see a list of demographic characteristics or targets, such as age groups, education levels, income, etc.

   • Highlight a target.

   • You may refine your table by selecting the demograhic base or setting the index threshhold, or you can accept the defaults of all adults (in most cases) and no index threshhold.

   • Select the categories of products from the study by clicking on the Select button in the Categories box. A list of all the categories within the study will appear, with all marked. You can accept all or clear all and select the categories you choose. Double click on a category name to select or deselect it. To continue, click on the OK button.

   • You will return to the Demo/Media screen and the number of categories selected will appear in the Categories box. Click on OK to continue. The table will load, showing the product purchasing habits of your target group for the categories you specified.

4. For either the Demo/Media or Target reports, you can limit the results by selecting the Table format button. The Table format dialog box will permit you to select or deselect the rows and columns to be displayed and to sort the data. There are hundreds of rows, and each must be selected individually, unless you use the Options button, which permits you to select demographic and media types in groups. For example, all magazines in a group or all age groups. You can add titles and footers to your table by using the Report headings button. When you have selected all the settings you want, click on the OK button to view the table.

5. To save the table, click on the Worksheet button. Choose the type of file you want to create (.XLS for Excel spreadsheets) and select Create worksheet. The Save as screen will appear. Insert a floppy disk in the a: drive. Change the drive from c: to a:, and accept the default file name or provide a name of your choosing. Click on Save. Remember to take your disk with you when you are done!

To navigate from one dialog box to another, click on the Cancel or the OK buttons or press the Escape Esc key. Which method will work depends on the dialog box you are using. To return to the Table of Contents screen from saving a table, you must select the OK button, and then the Cancel button.

To change studies, return to the Table of Contents Screen and click on the Change study button. The list of all available studies will reappear. You may then select the study you prefer.