Skip to Main Content

MKT 3620: Integrated Marketing Communications : MRI Simmons Guide

Using MRI Simmons Insights

The link to MRI Simmons Insights from the Marketing Research Guide and Databases page leads to the terms and conditions you must accept to use the database: 

  • MRI Simmons Insights Data are confidential and copyrighted and are made available for your use solely for academic teaching and research activities during the Term of the University's license
  • Except as expressly provided by this Agreement, you may not use, disclose, publish, distribute, sell, reproduce or otherwise disseminate the MRI Simmons Insights Data. No right of publication is granted to you for any part of the MRI Simmons Insights Data. Authorized copies or reproductions of any part of a MRI Simmons Insights Data within the scope of permitted use under the University's policies, rules and regulations must include MRI Simmons Insights's copyright and confidentiality notice appearing on such MRI Simmons Insights Data.
  • You may not (a) provide to any person other than a student, faculty member, or staff member of the University, and then only for academic teaching or research purposes, access to tapes, disks, diskettes or other devices containing the MRI Simmons Insights Data (or any part of it) in tabulated or untabulated form or (b) provide access to any other output or product that could be decompiled or otherwise manipulated to permit the MRI Simmons Insights Data to be extracted in a "raw" or untabulated form. You shall employ appropriate security measures and systems to insure that persons not authorized to access the MRI Simmons Insights Data are unable to obtain access to the MRI Simmons Insights Data or any such "raw" or untabulated data from any copies, etc. made by you or in your possession.

Once you have accepted the terms and conditions and accessed MRI Simmons Catalyst, you'll need to generate a report with the data you will format and analyze.

  1. From the Analyze menu at the top, click on Crosstab. Crosstab allows you to display demographic data on one axis and consumer behavior data on the other axis to visualize relationships between different variables.
  2. Choose demographic data of interest from the list of survey questions under Dictionary. For example, I might be interested in how people from different educational backgrounds might behave. Under Demographics I would select Respondent --> Highest Degree Received and check the boxes for relevant categories.
    1. Check the boxes for the data categories you want, and click ADD at the bottom
    2. Change the drop-down menu from View: Full Label to Answer Label so the report is easier to read
    3. Select All and then ADD to Rows
  3. Look for purchasing behavior for a product or service of interest to you. For example, I might be interested in what music streaming services people subscribe to. Search for Music and click through to see the different questions.
    1. Under Media, select Radio/Audio --> Music or audio services --> Household has paid subscription to
    2. Check the box for ALL and then ADD
    3. Change the View to Answer Labels, click on Select All, and add to Columns
  4. Click the button in the bottom right corner to run the report
  5. The menu on the left allows you to change surveys, views, variables, and filters. The ellipses menu in the top right corner allows you to save/share your work.
  6. To save as an Excel spreadsheet, click on the ellipses menu in the top right, hover over Export and select Excel.

Once you have the data downloaded in a spreadsheet, it is easier to format and analyze.

  1. Remove extraneous question information in the left column
    1. Copy the text preceding the label you want to keep. For example, your labels might all start with: Respondent: Highest Degree Received... and you only need to see what follows: Bachelor's Degree
    2. Click on 'Find & Select' in the Home ribbon at the top
    3. Select 'Replace'
    4. Paste the text into the 'Find what' box, and leave the 'Replace with' box blank
    5. Click on 'Replace all'
  2. Add sorting and filtering options to the categories at the top of the report
    1. Highlight the entire row of data you want to organize, such as the row with 'Unweighted', 'Weighted', etc. by clicking on the numbered row to the left of the data
    2. Click on 'Sort & Filter' in the Home ribbon at the top
    3. Click on 'Filter'
    4. Click on the 'Filter' icon that now appears on each column category, such as 'Vertical %' to see sorting and filtering options.
Ask a Librarian