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MNGT 3500 - Marketing (Cartwright)

This guide supports Dr. Donna Cartwright's Marketing course for spring 2020. The assignment is to create a marketing campaign for the automobile industry.

Consumer market research databases

MRI Mediamark database -- consumer research

You must create your own account using your Webster U email address and the code given on the database login screen.

Login >University Reporter

Build a report

2018 Spring Reporter > Automotive > Automobiles And Other Vehicles - Make And Model > Nissan Sentra and Versa Net Any Vehicle

  • Report Type: Standard   (also Trend = 3 years)
  • Base:           Total Adults

MRI Nissan Sentra and Versa net any vehicle example

Note: red text (or †) on a report indicates unweighted count of 50 or less which means that the statistic may not be reliable.

If you want to get a set of results that are statistically significant, you may have to select several cars from the maker. Be sure to select models in the same category -- in this case, Nissan Sentra and Versa are compact cars (seat up to 5 people) that cost less than $20,000 MSRP.) To select more than one model, <CTRL> +<Left Click> on the Details menu of choices. 

How to read an MRI report 

Base Total ‘000:                Total US adult base is 247.0 million:  119.259 million men and 127.765 million women

                                           The following columns report the target activity: Nissan Sentra and Versa

‘000                                      People who reported bought Nissan Sentra or Versa vehicles was 2.16 million men and 1.56 million women

% Detail                               Percent of reported activity: 58% male and 42% female

% Target                              1.51 percent of the total US population has bought Nissan Sentra or Versa vehicles

Index                                    how people in a row compare to the total US base (average American, Index = 100)

  • women are 19% less likely (81-100 = -19) to purchase these 2 Nissan cars than the typical/average US adult
  • men are 20% more likely (120-100 = +20) than the typical/average US adult to do so.

Learn more about creating and reading MRI+ reports:

  • Check out this YouTube video from Columbia College Chicago: MRI University Reporter Tutorial 
  • Click on the question mark in the blue circle on the right side of the MRI menu bar.

Test Your Understanding:  On the MRI report above, using the INDEX number:

  • Which age group is most likely to report currently owning or leasing a Nissan Sentra or Versa? 
  • For which age group are the statistics questionable? 
  • How might you use this type of information to select your target market?