Home

Qualitap User Manual - Nielsen Audio Training.com

1. Adj Survey Spring 1998 Arbitron Metro Survey Area Quantitative DP Mon Sun Bam Mid Stations ranked by Cume Cume of Station Average Average Adj Cume Adj Cume adjusted cume persons Persons Rating Station Index Persons Rating Persons Rati ZA KFFF FM 5300 Total Population 1 915 300 Total Respondents 2 194 Total ARB Population Qualitative Population 822 100 Qualitative Respondents 986 Qualitative ARB Population of Total Population 42 9 This setting allows you to view all active reports horizontally side by side Data may be copied to the Windows Clipboard by clicking on a column or the entire report The highlighted area can then be copied to the Clipboard by clicking the Edit button located on the Windows Tool Bar then selecting Copy That information may then be pasted into other software Each section in every chapter has a brief walk through of the basic printing procedure however refer to Getting Started Chapter Eleven for a thorough explanation of the different print options including the Tag Mode Print Preview and graphing options You may adjust resize any report columns by moving the cursor to the column s header where the estimate name is displayed clicking the mouse button then dragging the cursor to left or right Once the cursor is in the appropriate position to resize the column you will see its display change to two vertical lines ANY ADJUSTM
2. Cancel Select All Add Delete Clear Search Load Save WMxVv FM WNGC FM WNIV AM VathInIy Cha H You will see all stations have been placed in the Selected box To clear the selection click the Clear button To select the stations that will be included on the report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each choice you will see each identified station moved from the Available pool into the Selected pool indicating each will be included on the ranker You may use the Search option to search the station rosters for specific call letters Select All will quickly move all stations from the Available box to the Selected box indicating all have been selected for inclusion on the ranker If you have selected a station for inclusion on the report but would like to remove it from the Selected pool simply highlight the station and click Delete It will then be moved back to the Available box Also you can save groups of radio stations for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Load button Once your station selection is complete click the OK button Once all the parameters are properl
3. Demographic Profile Menu will appear displaying the following options Market Profile uncover the age and sex makeup ofa METEREN x geographic area regardless of media habits Market Profle Radio Profile analyze a radio station s audience to find the age and sex composition TV Profile find TV and Cable composition characteristics for specific programming Newspaper Profile uncover the composition of a specific newspaper s readers Click the corresponding button of the Profile you wish to use and you will be taken to the respective setup window To analyze a specific geographic area s demographic composition you will use this version of Profiles Qualitative characteristics may be applied if desired After selecting a Profile its setup screen will be displayed Market Demographic Setup xi Market Survey Cityname Mar97 Feb98 Scarborough _ PRIZM Survey Target Persons Target Coverage Target of 18 Geographic Persons Geographic of 18 who you want to target Metro Survey Area Geography Establishing the Parameters of the Report Here you will establish all of the parameters of this report Click on each button to define the corresponding setting Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 69 QUALITAP User Manual 70 Market Survey This field will reflect the current market and qualitative survey bei
4. e To schedule spots directly simply click on the appropriate line for each newspaper under the Inserts column and enter the desired number of spots To assign the same number of spots to each newspaper click on the Newspaper line and type in the number of inserts you want for each newspaper or right Multi Media Scheduling click and select Global Assign e To have QUALITAP schedule spots for you you may enter a goal for any of the following estimates Reach Effective Reach Net Reach GRP s Frequency Gross Impressions You may enter these goals per newspaper by entering the desired level on each newspaper s line in the appropriate column To assign the same goal for all newspapers enter the desired level on the Newspaper line or right click and select Global Assign The system will then calculate the necessary number of spots to attain your goal Rates You may either enter rates directly or have the system calculate the rate by assigning a CPP CPM or Total Cost goal e To enter rates directly you may click on each newspaper s line under the Rate column and enter the rate e To have QUALITAP calculate the rates by entering a desired CPP you may enter a separate CPP for each newspaper or you may enter a CPP on the Newspaper line and the same CPP will be assigned to each newspaper and then the rates will be calculated for each newspaper You can enter a Total Cost goal once spots have been assigned by typing in the budget for e
5. 116 After you select this button you will immediately be taken to Categories Setup screen NOTE Although this screen is identical to the screen where you select qualitative criteria this is NOT where you identify WHO you are profiling but WHAT you wish to know about the target group Much like when you are building qualitative criteria the first step in selecting qualitative aspects to be used in this profile is to identify the classification that contains the desired categories You may scroll through the different classifications by using the up and down arrow keys displayed on the right side of the box To select the classification single click on that line After you have clicked on a Classification the Category box will display the categories contained therein Click on the desired category and the different lines of criteria contained within the specified categories will be displayed in the box below the Category box You are now ready to identify what qualitative aspects you wish to uncover about the targeted group of people Do this in one of the following ways e Double click on the desired selection e Click on the desired selection then click the Add button e Drag the mouse over a group of selections then click the Add button As you identify the different lines of criteria to be included you will see those displayed in the Selected Profiles Categories box If you would like to delete any selected cr
6. 1 Fami income levels 35 000 or more 1218000 1218000 000 78 5 Family income levels 50 000 or more 835 400 87 2 Family income levels 75 000 or more 292 600 86 4 Family income levels 100 000 or more 144 700 91 4 Department stores shopped Emo Sears 789 200 76 8 Department stores shopped 6mo Dillard s 806 100 80 9 Department stores shopped 6mo Nordstrom 173 400 87 7 Total Population 2 132 000 Total Respondents Qualitative Population 1 491 100 Qualitative Respondents of Total Population 69 9 You will see the previously selected categories listed down the left side of the table Use the Up Down arrows displayed on the right side of the screen to bring to screen other categories You may re rank the report s ranking order based upon another estimate by clicking on that estimate s 117 QUALITAP User Manual column header The system will then automatically adjust the data s ranking order accordingly You may change any of the pre set report s parameters by clicking on the various buttons listed in the header of the report or by accessing the Edit button located on the Windows Tool Bar To copy information directly from the displayed report to the Windows Clipboard drag the cursor over the data to be copied As you do this the system will highlight the identified information After all needed information has been highlighted click the Edi
7. Cityname Nov Dec 1997 Media Audit Geography Metro Survey Area Demo Demo adults 18 income levels 75 000 or more erra Mon Sun Bam 12m FE a E Total Population 3 200 825 Total Respondents Qualitative Population 461 585 Qualitative Respondents of Total Population 14 4 In this example if I represent stations WGGG FM 1 KZZZ AM 2 or station KDDD FM 3 this would be a positive report to take to a prospective client However if the prospective client is only going to buy three stations deep The remaining stations need to find an alternative way of promoting their station to this prospect An excellent alternative would be to change the perspective of the report by changing the ranking order of the data The following is the same report only now it is ranked upon Percent of Station 55 QUALITAP User Manual P Radio Ranker Cityname Nov Dec 1997 Media Audit iof x Family income levels 75 000 or more Gtalitstive DE Mon Sun Bam 12m adisuvey TY l Cume E Stations ranked by percentage of station Beene Cume Rating of Station Station Index i KIII FM 51 271 11 1 325 2 WLLL FM 43 109 10 4 28 2 196 20 620 45 277 192 60 299 131 25 4 176 105 288 228 251 174 73 001 15 8 224 155 54914 11 9 20 5 142 42 464 9 2 19 8 138 s6183 122 188 130 58 817 Total
8. Jduse Columns Rows r Columns E m Rows Cross Tab Guidelines This is where you will set all parameters of the report As you set the different areas of Cross Tabs keep in mind that because of the different layers of information offered in Cross Tabs careful attention must be paid when setting the different fields displayed at this screen Here are a few tips to help guide you e Selecting qualitative criteria Criteria IS NOT the same as selecting Rows or Columns When you set qualitative criteria you are further defining your universe thus immediately narrowing the scope of the universe If qualitative criteria are selected the Cross Tab comparison will be limited only to those people who first meet the qualitative criteria People who meet either or both of the Column and Row criteria will then be extrapolated from that group This may at times cause the respondent count to be depleted to an insufficient level e If qualitative criteria is not selected you will be analyzing the total population thus giving you a purer analysis of duplication between the two groups This is because the Column and Row respondents include ALL the people of the geographic universe who meet either or both of their criteria Establishing the Parameters of the Report 92 Click on each of the different buttons to establish the Cross Tab s parameters Cross Tabs Survey This field will reflect the current
9. Maike Psolle Radio Profile profile a specific radio station s audience with or without qualitative measures TV Profile find common characteristics of a qualitative or non qualitative TV Cable audience Newspaper Profile uncover the lifestyle characteristics of a Mewspaper Frotle newspaper s readers Select the version of Profiles you wish to use and you will then be taken to its corresponding setup window Profile Guidelines Here you will set the parameters of this report however before you begin setting up these parameters please review the following Profile Guidelines e Selecting qualitative criteria Criteria IS NOT the same as selecting what you wish to find out about the target group of people When you set qualitative criteria you are further defining who you are profiling For example if I select station WXXX FM as who I want to profile but then set Income level of 75K or higher as the qualitative criteria I will only be profiling those WXXX FM listeners who have a household income of 75K or higher In many cases qualitative criteria will not be needed unless you are performing a Market Profile If qualitative criteria are selected the Profile will be limited only to those people who first meet the qualitative criteria This may at times cause the respondent count to be depleted to an insufficient level Establishing the Parameters of the Report To set the parameters for this
10. Spots You may schedule spots by either of two methods you can enter them directly or have QUALITAP schedule the appropriate number of spots to attain certain goals e To schedule spots directly simply click on the appropriate line for each station under the Weekly Spots column and enter the desired number of spots To assign the same number of spots to each station click on the Radio line and type in the number of spots you want for each station or right click and select Global Assign e To have QUALITAP schedule spots for you you may enter a goal for any of the following estimates Reach Effective Reach Net Reach GRP s Frequency Gross Impressions Effective Net Reach You may enter these goals per station by entering the desired level on each station s line in the appropriate column To assign the same goal for all stations enter the desired level on the Radio line or right click and select Global Assign The system will then calculate the necessary number of spots to attain your goal Rates You may either enter rates directly or have the system calculate the rate by assigning a CPP CPM or Total Cost goal e To enter rates directly you may click on each station s line under the Rate column and enter the rate e To have QUALITAP calculate the rates by entering a desired CPP or CPM you may enter a separate CPP CPM for each station or you may enter a CPP CPM on the Radio line and the same CPP CPM will be assigned to each stat
11. Think of a Cross Tab as an upside down L This area is known as the Columns of the Cross Tab Columns are displayed horizontally along the top of the Cross Tab table This side of the L is referred to as the Rows of the Cross Tab Rows are always displayed vertically along the left side of the Cross Tab table Both Rows and Columns represent different specific groups of people For example the Columns area on the Cross Tab could include People who listen to KRRR Radio station and have a household income of 50 000 or higher or Residents of a Jefferson County who watch KJJJ s 5pm News The Rows portion could then contain People who own a home and have two cars or Viewers of CNN Headline News After the Rows and Columns have been established for the Cross Tab you will be able to analyze each from several different perspectives to discover information only available from cross tabulations Building a Cross Tab After clicking the Cross Tab button the Cross Tab Setup Screen will be displayed Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 91 QUALITAP User Manual Crosstab Setup x Market Survey ATLANTA Release 1 2001 Aug00Jan01 Scarborough PRIZA SUEY Cancel E Use listened Mos aften P Multi Market Crosstab Criteria Mio youwanttotagt Geography eeo Surveyawa O a Qualifying Persons Demo
12. You may customize any combo s name by clicking on that combo highlighting the combo name field and entering the revised name To delete a previously created combo highlight that combo then click the Delete combo button If you would like to edit a combo click on that line then select Edit combo Clicking on the Options button will bring the different combo options available Display combos and components and Display combos only If you select Display combos and components data will be displayed for both created combos and each individual combo component station Choosing the latter will result in data displayed for combo and non combo stations only suppressing the display of the individual combo components For combos to be displayed on the report make sure you click Use Combos for this run If the No combos for this run box is selected combos will be suppressed from the report Once all combo maintenance is complete click the OK button Impact Reports Stations This is where you will select which stations will be included on the report The system will default to all stations being selected If you wish to keep this selection you need not enter this portion of QUALITAP If you would like to narrow the stations to be displayed on the report click this button and the Stations Selection menu will be displayed or you can select the stations while viewing the report Available Selected
13. click the Add combo button This will bring the Create a Combo box to screen You will define the new combo in one of the following ways e Click on the desired station then click the OK button e Double click on each desired station then click the Add button e Drag the cursor over a group of stations then click the Add button Once you have identified all of the combo s components click the OK button If the station selection is Geographic Break outs more than 30 characters long you will be prompted to enter a Combo name Type in that text then click the OK button You may customize any combo s name by clicking on that combo highlighting the combo name field and entering the revised name To delete a previously created combo highlight that combo then click the Delete combo button If you would like to edit a combo click on that line then select Edit combo Clicking on the Options button will bring the different comboing options available Display combos and components and Display combos only If you select Display combos and components data will be displayed for both created combos and each individual combo component station Choosing the latter will result in data displayed for combo and non combo stations only suppressing the display of the individual combo components For combos to be displayed on the report make sure you click Use Combos for this run If the No combos for this run b
14. pool highlight that station and click Delete It will then be moved back to the Available box Also you can now save groups of radio stations for future retrieval at this screen To save a media group 81 QUALITAP User Manual 82 after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Load button Once your station selection is complete click the OK button TV Cable Inventory This is where you will identify what program station will be profiled You may only profile one program station at a time After clicking this button the TV Cable Selection window will appear Available MF 78 98 0K KEEE M F 78 94 KBBB M 7A 94 KIIEM F 74 94 KKKK M F 78 94 KFFF M F 7A 9A EAMETSA NIK Nick Jr KBBB M F 98 3P KCCC M F 94 3P KDDD M F 94 3P KFFF M F 94 3P KIII M F 98 3P KJJJ M F 8 3P KKKK M F 98 3P KAAA M F 3P 4P KBBB M F 3P 4P KECC M F 3P 4P KDDD M F 3P 4P KEEE M F 3P 4P KFFF M F 3P 4P fea You will see all programs networks have been placed in the Selected box To clear the selection click the Clear button To select the programs networks that will be included on the report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection y
15. BEVERAGES CLOTHING APPAREL ACCESSORY STORES EXPE DAILY SUNDAY NEWSPAPERS amp QUINTILES DEPARTMENT STORES DRUG STORES EDUCATION EMPLOYMENT CHARACTERISTICS ENTERTAINMENT AND RECREATION FURNITURE STORFS CARPFT STORES F _Ok_ Cancel Reset Load Save Geo Not And Oy Add Delete The Criteria box displays all facets of the criteria that have been identified thus far It is also in this area that the respondent count will be displayed along with the traffic light that will signal when the respondent base needs to be broadened The Criteria box indicates who will be the focus of the report The Classification window displays the different broad characteristics available such as marital status income characteristics and automobile ownership Think of classifications as the topic of the question being asked Classifications contain categories The Category portion of the Criteria Setup window is comprised of two components The top area displays the question s contained within that category The bottom box displays the answers to the corresponding question When selecting criteria keep this information in mind A Classification is the topic of the question such as Shoe stores shopped within the past three months The top portion of the Category contains the question asked about the topic such as Which shoe stores did you shop within the past three months The bottom portion of the Category equa
16. Copyright 2001 Arbitron Inc 129 QUALITAP User Manual 130 Print All If you have several different reports open this option will let you batch print them at one time This means you can send all to the printer queue then leave the computer unattended After clicking this option the Reports Selection window will be displayed offering the following options Available Reports Field This area will list all reports that are available to be printed Single click on each report you would like to print As you do this you will see each identified report highlighted Print After you identify which reports to print click this button and you will be taken to the Print Options menu See previous section Preview If you click this button the system will display the finished product of all displayed reports without actually printing the reports See the next section for a more detailed explanation Select All Clicking this button will quickly identify all reports for printing Cancel This will bring you back to the report without sending any information to the printer Maximize Preview When selected this option will enlarge the preview window to a full screen display Preview These options let you see what the printed report will look like before entering the print routine There are on screen buttons as well as other options accessed by right clicking The first of the Preview options is Preview This option will let you se
17. Mon Sun and then by the time of day starting at 6am e Station Time amp Day sorts the programs alphabetically by the station network names then by the time of day starting at 6am and then by the day of the week Mon Sun To invoke the sorting you may click on the desired sort order and then click OK or you may simply double click on the sort order of your choice NOTE This sort applies to stations programs as listed in the AVAILABLE box not the Selected box So if you have all programs selected and choose to sort you will not see a change Once your programming station selection is complete click the OK button Newspaper This is where you will identify which newspaper will be included on the profile Keep in mind that only one newspaper may be profiled at a time After clicking this button the Newspaper Selection window will appear Available Selected CITYNAME MORNING NEWS M F i Select All SISTER CITY TELEGRAMISUN Lae NEW YORK TIMES SUN OTHER SUNDAY NEWSPAPER SUN CITYNAME MORNING NEWS SAT Clear SISTER CITY TELEGRAM SAT OTHER SATURDAY NEWSPAPERISAT Load You will see all newspapers have been placed in the Selected box To clear the selection click the Clear button To select the newspapers for inclusion on the report you will do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mou
18. Population 3 200 825 Total Respondents 1 219 Qualitative Population 461 585 Qualitative Respondents 186 of Total Population 14 4 Now we see a completely different order of information since Percent of Station focuses on which stations have the highest concentration of people who meet the qualitative criteria within their audience So this ranking order would reflect which station has the most qualified audience Remember you may turn estimates on and off by accessing the Edit button then selecting Estimates Also you may choose to isolate Percent of Station in a graph such as in the following example Please refer to Chapter Eleven Printing and Graphing for a complete walk through of charting Stations ranked by percentage of station KII FM WLLL FM WDDD AM KDDD FM KWWW FM WIJJ FM Stations WCCC FM KGGG FM KUUU FM KOOO 4AM WASS FM WII FM KMMM 4M KCCC FM 56 Chapter 6 Multi Media Scheduling Create schedules for radio television and newspapers based on qualitative criteria After clicking the Schedule button the Multi Media Scheduler Setup screen will be displayed where you will define all parameters upon which the reach and frequency will be based To edit any of the settings click the corresponding button then make the appropriate change You may modify any of the following Multi Media Scheduler Setup x Market Survey Piyname Feb98Jan99 Scarborough k F Use Listened Most Often
19. Qualitative DP Mon Sun 6am 12m ee Who you want to target Geography DMA Survey Area Combos not currently in use Radio Stations l KAAA AM ITV Stations KJJJ M F 74 94 fai CITYNAME MORNING NEWS M F X Rate Total Cost Establishing the Parameters of the Report Here you will establish all the parameters of this report Click on each button to define the corresponding setting Market Survey This field will reflect the current market and qualitative survey being used Clicking on this button will bring to screen the current data path the available markets and the corresponding surveys from which you may select To change the data path click the Browse button then double click on the appropriate drive and path Click the OK button once complete or simply press Enter To select a market and or qualitative survey highlight that line then click the OK button alternatively you may simply double click on the market survey line Qualitative Daypart Since the Radio Ranker focuses on one specific daypart you must define the daypart to be used The system will default to the Monday Sunday 6am 12midnight daypart If you wish to keep that time period you do not need to enter this part of the system To re define the daypart click this button and the Qualitative Daypart Selection window will be brought to screen Now you will identify the starting ending days and times by clicking on the
20. Right arrows displayed in the bottom corners of the screen to scroll through the different columns of information The selected criteria for Rows will be displayed down the left side of the table Use the Up Down arrows displayed on the right side of the screen to bring to screen the other lines of the Rows information You may change the geographic focus the qualitative criteria or the target demographic of the Cross Tab by clicking on the corresponding button displayed in the header of the report To copy information directly from the displayed report to the Windows Clipboard drag the cursor over the data to be copied As you do this the system will highlight the identified information After all needed information has been highlighted click the Edit button located on the Windows Toolbar and select Copy The information will then be copied immediately to the Clipboard and may then be place in another document If you have multiple modules open don t forget that the cascading and tiling options which are available within the Window s option on the Windows Tool Bar See Chapter One for more information and illustrations of these options The Different Tabs of Information At the bottom of the table the different tabs of information are displayed E Crosstab Cityname Nov Dec 1997 Media Audit who you want to target Total P Family income levels Family income levels Ownership of dwelling i 50 000 or more 75
21. Tab Multi Media Scheduling Totals Tab 62 Once you have set all the parameters at the setup screen you will advance to the scheduling screen This screen is split into four displays or tabs Totals Radio Television and Newspaper that are accessed by clicking on the tabs at the bottom of the screen The display defaults to the Totals Tab that lists the schedule results for each medium and for all media combined The information available is dependent upon the estimates you selected To create a schedule switch to each medium by clicking on the appropriate tab at the bottom of the screen for Radio Television or Newspaper and enter spots and rate information if desired The Copy Option located by clicking on the Edit option of the Windows Toolbar will allow you to transfer information directly to the Windows Clipboard so that it may be placed in a document If you have multiple modules open do not forget the cascading and tiling options are also found within the Windows Multi Media Scheduling Toolbar under the Window option To exit the Multi Media Scheduler select File and then click on the Close setting Scheduling Radio Tab From this display you schedule spots and enter rates if desired for the radio portion of your campaign The schedule results will be listed for each station and for all stations combined as well as the campaign totals The information available is dependent upon the estimates you selected
22. Viewers Per Household VPH The average number of persons viewing a broadcast per viewing household Viewers Per Viewing Household VPVH The average number of persons viewing a broadcast or viewing during a specific period of time per viewing household Weekly Time Spent Listening TSL in Hours Minutes The total amount of time expressed in hours and minutes spent listening to a particular station by the population group being analyzed in a one week period of time Weekly Time Spent Listening TSL in Quarter Hours The number of quarter hours spent listening to a particular station by the population group being analyzed in a one week period of time Media Terms and Formulas Formulas Average Composition Formula Demographic Audience divided by the Total Audience Average Rating Formula Average Quarter Hour Persons divided by Population Average Share Formula Average Persons divided by the Average Persons Using Radio Cost Per Thousand Effective Net Reach Formula Total Cost divided by Effective Net Reach expressed in thousands 000 s Cost Per Thousand Net Reach CPM NR Formula Total Cost divided by Net Reach expressed in thousands 000 s Cost Per Point CPP Formula Total cost divided by Gross Rating Points GRP s Cost Per Thousand Formula Total cost divided by Gross Impressions expressed in thousands 000 s Cume Composition Formula Demographic Audience divided by Total Persons 12 Audience Cume Compos
23. a Ranker zorser Gas cael casstes agen aae ratede eT telaiaetven teshid E aa aE a E TSS 53 WserStrate A AA E A A AA TA A AEA 55 Chapter 6 Multi Media Scheduling sssssssssssssnsnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnna 57 Establishing the Parameters of the Report c cccsccesccesscesscesseeeeceseceeceeeeseeeeeseeeaeeeseeeeeesseeenes 57 Multi Media Scheduling Totals Tab ccccecccsscssscesecessceeeceseceseceseeseecseeeeeceeeseeeseeseeeseneeenes 62 Scheduling Radio Tab ccccccccccssessseeseeeseeessecsseceeecnsecesecnseeseeseeeseseeeseceseeesseeseecsaecnseceeeeaees 63 Scheduling Television Tab ccccecssecssecssecsecsecseceseceseceseeseeeseeeseaeeseeeseeeseeeeeseeeseeeseeenaeenaees 63 Scheduling Newspaper Tab ccccccccssecssecsseesecsecesecesecnsecesecseeseeeeeeeseseceseeeseecaeecsaecnaeeeaeenaeees 64 Global ASSIgNn m a aa sate Loecawateooceveed oun Dale ous aust ont teri boneaSik AE A vel coracesvboen S 66 WEEKS hrii E EE take EE EEE EE cn EEE E E RE veh Pond aE EEEE EEE 67 Printing a Multi Media Schedule cccccccccssscsssceseceseceseccesecesecsecseeeseeeeeeeeseeeseeeeeseseseeeeeeneeeaes 67 How to Read a Multi Media Schedule ccccccccescccsseessecseceseceseceseceeecseeeseeeesseeeeeseeeseeeesneeeaes 67 Chapter 7 Demographic Profiles sssssssssnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn 69 Contents Establishing the Parameters of the Report c ccesccesccesscesscesseeeeec
24. a publication to print a specified advertisement In Tab Sample The actual number of usable diaries or interviews used by research organizations to produce audience estimates Make Good Comparable commercial time or space given to an advertiser at no additional cost when advertising is pre empted omitted or airs in an unfit condition Net Cost The cost of advertising after the agency commission or any discounts have been deducted Net Effective Reach The number of people who are exposed to a message three or more times Net Effective Reach is expressed in persons rather than as a percentage Net Reach The number of people who are exposed to a message one or more times Net Reach is expressed in persons rather than as a percentage Orbit The broadcast term used to define commercials that are rotated throughout the different 138 programs and or time periods O T O Stands for one time only This is a spot that runs only once and is usually bought outright or is a make good for a discrepancy Overnights A service provided by Nielsen that measures Prime Time viewing the day after broadcasting Pass Along Audience Those readers of a publication that did not purchase the publication nor did other members of his her household Penetration The degree to which a medium has obtained area coverage Also referred to as the effectiveness of an advertising schedule Percent of Cume T
25. be generated To exit the Demographic Profile select File then click on the Close setting How to read a Demographic Profile 76 Each different estimate on a Demographic Profile has a specific meaning Use the following as a guide when interpreting the numbers AlI estimates are only valid for the current geographic area Target Persons The number of people in the geographic area who fit the gender and age reflected directly to the left AND meet the qualitative criteria Target Coverage The percentage of the demographic group listed directly to the left in the geographic area who meet the qualitative criteria Target Percent of 18 Of the total geographic population 18 who meet the qualitative criteria this is the percentage who meet the current demographic characteristics listed directly to the left Geographic Persons The total amount of people in the geographic area who meet the age gender criteria listed directly to the left regardless if they meet the qualitative criteria Geographic Coverage Demographic Profiles This is the percentage of the total number of people in the geographic are who fit the demographic criteria listed to the left and meet the qualitative criteria regardless of radio listening habits Geographic Percent of 18 Of the total geographic population 18 this is the percentage that meets the current demographic characteristics listed to the left regardless if they meet the qu
26. be printed in the From and To fields Assembly Where you establish how many copies of the report will be printed The system will default to one copy To modify this highlight the Copies field then enter the desired number of copies to be printed If you are printing multiple copies of this report and wish for the copies to be collated click the Collate copies box When you are ready for QUALITAP to begin the print routine select OK and your report will be generated To exit the Market Geographic Breakout select File then click on the Close setting Geographic Break outs How to Read a Market Geographic Breakout Use the following as an aid when interpreting the numbers Keep in mind all estimates are only valid for the selected target demographic Percent of County Zip Code Reflects the percentage of the county s zipcode s residents within the selected demographic who meet the qualitative criteria County Zip Code Index Indicates how likely the residents who fit the selected demographic of the county zipcode are of meeting the qualitative criteria Coverage Persons This estimate could also be referred to as qualifying persons this is the number of people within the selected demographic who live in the specified county zipcode and meet the qualitative criteria Coverage Rating The percent of the total geographic area who meet the demographic qualitative criteria and live in the specified county zipcode Tota
27. button e Drag the mouse over a group of selections then click the Add button As you identify the different lines of criteria to be included you will see each line displayed in the Selected Categories box If you would like to delete any selected criteria simply highlight that line s and click the Delete button Combining Categories in Cross Tabs Using And Or Not options 96 When selecting the categories to be included on the Columns and Rows on a Cross Tab you may combine qualitative characteristics using the And Or and Not options This means you can cross reference People who own a home AND the value of the owned home is 200K or higher with People who have NOT purchased furniture within the past year To successfully combine criteria 1 Make your initial category selection by double clicking on that category selection Cross Tabs 2 After that criterion appears in the Selected Categories box single click on that line IN THE SELECTED CATEGORIES BOX so that it is highlighted shaded Once you have selected all categories click OK and you will be taken back to the Cross Tab Setup screen Use the up down arrow keys to review your Row selections The Cross Tab Display Once all parameters for the Cross Tab are set properly click the OK button and the report will appear You will see the criteria you selected for Columns will be displayed across the top of the Cross Tab Use the Left
28. button alternatively you may simply double click on the desired market survey line Prizm Survey If you are using a national survey you will need to select a Prizm survey to run a Radio Ranker To select a survey click on this button and the Choose Market and Survey menu will be brought to screen that will display the Prizm data path usually the same as your Arbitron data and the available markets from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or survey highlight that line then click the OK button alternatively you may simply double click on the desired market survey line Use Listened Most Often Estimates This option is only available with certain data such as Media Audit and Griffin Data and only pertains to radio listening If this field is grayed out the option is not available The question asked on the survey which determines Listened Most Often Estimates is To which one radio station did you listen most often during the past week Therefore using Listen Most Often Estimates will result in smaller Cume and Average Persons ratings Although this does not reflect listening exclusivity these estimates may be used as an indicator of listener loyalty Qualitative Daypart Since the Radio Ranker focuses on one specific daypart
29. classification that contains the desired categories You may scroll through the different classifications by using the up and down arrow keys displayed on the right side of the box To select the classification single click on that line After you have clicked on a Classification the Category box will display the categories contained therein Click on the desired category and the different lines of criteria contained within the specified categories will be displayed in the box below the Category box You are now ready to identify what qualitative aspects you wish to uncover about the targeted group of people Do this in one of the following ways e Double click on the desired selection e Click on the desired selection then click the Add button e Drag the mouse over a group of selections then click the Add button As you identify the different lines of criteria to be included you will see those displayed in the Selected Categories box If you would like to delete any selected criteria simply highlight that line s and click the Delete button Combining Categories Using And Or Not options When selecting the categories for profiling you may combine qualitative characteristics using the And Or and Not options This means you can cross reference People who own a home AND the value of the owned home is 200K or higher with People who have NOT purchased furniture within the past year To suc
30. conjunction with each other since they let you toggle from report to report and view each at a full screen perspective Right Click Options Right click when at the Print Preview window and you will be presented with the option to Exit leave the Print Preview environment Print print the report as is or Options Select Options and the Options window will appear This is where you may customize the How to Read box that prints out at the bottom of the printed report When the Options window first opens you will see the following options Place an X in each option s corresponding check box to activate the options Landscape Report Allows you to change from a Portrait formatted report to a Landscape oriented layout Non Graphical Report Selecting this option will help if the printer which you are using does not have an ample amount of RAM This option will simply strip out all graphical aesthetics of the report Overwrite Existing Report If you wish this report to overwrite the report s original format make sure this option is marked How to Read tab options Title Text If you want this area of the printed report to be titled something other than the default enter that new next in this field Text Body This is where you may customize the report explanation You may not use more than 500 characters Use default How to Read Clicking this option will insert the default How to Read explanation
31. day of the week Mon Sun and then by the time of day starting at 6am regardless of station network Time Day sorts the programs first by the time of day starting at 6am and then by the day of the week Mon Sun regardless of station network Program Title sorts the programs alphabetically by the titles Station Day amp Time sorts the programs alphabetically by the station network names then by the day of the week Mon Sun and then by the time of day starting at 6am Station Time amp Day sorts the programs alphabetically by the station network names then by the time Demographic Profiles of day starting at 6am and then by the day of the week Mon Sun To invoke the sorting you may click on the desired sort order and then click OK or you may simply double click on the sort order of your choice NOTE This sort applies to stations programs as listed in the AVAILABLE box not the Selected box So if you have all programs selected and choose to sort you will not see a change Once your programming station selection is complete click the OK button Newspaper This is where you will identify which newspaper will be included on the profile Keep in mind that only one newspaper may be profiled at a time After clicking this button the Newspaper Selection window will appear Newspaper Selection x Available Selected CITYNAME MORNING NEWS M F SM WALL STREET JOURNAL M Select All OTHER DAILY NEW
32. immediately be taken to Categories Setup screen NOTE Although this screen is identical to the screen where you select qualitative criteria this is NOT where you identify WHO you are profiling but WHAT you wish to know about the target group You will first need to identify the classification that contains the desired category The Classification box is displayed on the left portion of the screen You may scroll through the different classifications by using the up and down arrow keys located on the right side of the box To select the classification click on that line The Category box located in the middle of the right side of the screen will display the categories contained within the selected classification Click on the desired category and the different selections contained within the specified category will be displayed in the box below the Category box You are now ready to identify the qualitative aspect you wish to uncover about the group of people you are analyzing You may do this in any of the following ways 33 QUALITAP User Manual 34 e Double click on the desired selection e Click on the desired selection then click the Add button As you select the criterion you will see the description displayed in the Selected Categories box located in the upper portion of the Criteria Setup screen If you would like to delete the selected criteria simply highlight the line and click on the Delete button or you may u
33. is not available The question asked on the survey which determines Listened Most Often Estimates is To which one radio station did you listen most often during the past week Therefore using Listen Most Often Estimates will result in smaller cume and average persons numbers Although this does not reflect listening exclusivity these estimates may be used as an indicator of listener loyalty Prizm Survey If you are using a national survey you will need to select a Prizm survey to produce local market data To select a survey click on this button and the Choose Market and Survey menu will be brought to screen that will display the Prizm data path usually the same as your Arbitron data and the available markets from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or survey highlight that line then click the OK button alternatively you may simply double click on the desired market survey line Combos To create and maintain station combos you will enter into this portion of the system After activating this option the Combo Maintenance screen will appear At this screen all previously created station combos will be listed in the Combos box with the corresponding station components for each combo listed in the Stations box To add a combo
34. market and qualitative survey being used Clicking on this button will bring to screen the current data path the available markets and the corresponding surveys from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or qualitative survey highlight that line then click the OK button alternatively you may simply double click on the market survey line Prizm Survey If you are using a national survey you will need to select a Prizm survey to produce local market data To select a survey click on this button and the Choose Market and Survey menu will be brought to screen that will display the Prizm data path usually the same as your Arbitron data and the available markets from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or survey highlight that line then click the OK button alternatively you may simply double click on the desired market survey line Use Listened Most Often Estimates This option is only available with certain data such as International Demographics Media Audit and Griffin Data and only pertains to radio listening If this field is grayed out the option is not avai
35. market s no qualitative information will be provided for them Click OK or press Enter after choosing the Criteria Survey Estimates Select what data will be available for analysis NOTE This selection determines what estimates will be printed on the report however you can change this selection at the Cross Tab display Demo The system s demographic default is Adults 18 If you wish to keep this demographic selection you do not need to enter this portion of the system To set the demographic focus of this report you will click this button The Demo Selection screen will then be displayed Demo selection x Gender Starting Age Ending Age Men 18 24 Women Adults Add to favorites Delete Fav Identify the desired demographic in one of the following ways e Click on the desired gender starting and ending age cells then click the OK button e Double click on the demo among the listed demographic targets in the Favorite Demos window To add a demographic to the Favorite Demos box for future retrieval define the gender and age then click the Add to Favorites button 126 Profiles Geography Here you will define the geographic area universe which will be used on the report The system will default to the DMA Survey Area If you wish to keep this setting you do not need to enter this portion of QUALITAP To redefine the geographic focus of the report you will
36. number of copies to be printed If you are printing multiple copies of this report and wish the copies to be collated click the Collate copies box When you are ready for QUALITAP to begin the print routine select OK and your report will be generated To exit the Cross Tab select File then click on the Close setting How to Read a Cross Tab As with all QUALITAP reports it is very important to have a clear understanding of what each estimate means Use the following as a guide when reading a Cross Tab report Keep in mind that if you set qualitative criteria at the setup window data reflected on this screen has met the criteria as well as the criteria of the Columns and Rows Also all estimates on the Cross Tab are only valid for the current demo and geography Total Persons Represents the total number of people who meet the immediate Rows criteria listed directly to the left regardless if they do or do not meet the immediate Columns criteria listed at the top Headline Totals The total number of people who meet the immediate Columns criteria listed directly at the top of the column regardless if they do or do not meet the Rows criteria listed on the immediate left Persons Represents the number of people who meet BOTH of the following 1 The Column s criteria listed directly above 2 The specified Rows criteria listed directly to the left Non Qualifying Persons Represents the number of people who do BO
37. of day starting at 6am regardless of station network e Time Day sorts the programs first by the time of day starting at 6am and then by the day of the week Mon Sun regardless of station network e Program Title sorts the programs alphabetically by the titles e Station Day amp Time sorts the programs alphabetically by the station network names then by the day of the week Mon Sun and then by the time of day starting at 6am e Station Time amp Day sorts the programs alphabetically by the station network names then by the time of day starting at 6am and then by the day of the week Mon Sun To invoke the sorting you may click on the desired sort order and then click OK or you may simply double click on the sort order of your choice NOTE This sort applies to stations programs as listed in the AVAILABLE box not the Selected box So if you have all programs selected and choose to sort you will not see a change Once your programming station selection is complete click the OK button Newspapers This is where you will identify which newspapers will be included on the ranker After clicking this button the Newspaper Selection window will appear Multi Media Scheduling Newspaper Selection x Available OTHER SUNDAY NEWSPAPER SUN CITYNAME MORNING NEWS SAT SISTER CITY TELEGRAM SAT L ca OTHER SATURDAY NEWSPAPER SAT Search Le Save You will see all newspapers have bee
38. of selections then click the Add button As you make each selection you will see that estimate move from the Available pool into the Include box To de select identified estimates highlight that line then click the Delete button The estimate will then be moved back to the Available box Once your estimate selection is complete click the OK button and you will be brought back to the Profile Setup screen The Demographic Profile Display Once all parameters for this report are set properly click the OK button and the Demographic Profile will 74 Demographic Profiles be displayed Ey Market Profile Cityname Nov Dec 1997 Media Audit Geography Survey Area eogra Geogra _ Used VISA or Mastercard in past 6 month Target Target Target Geographic Geographic 42 Demographics Persons Coverag g of 18 Persons of 18 1 Men 18 24 99 300 47 1 4 6 211 000 6 6 ZA Men 25 34 308 400 73 0 14 3 422 700 13 2 3 Men 35 44 281 300 73 9 13 1 380 600 11 9 4 Men 45 49 113 800 71 6 5 3 158 900 5 0 5 Men 50 54 86 200 78 0 4 0 110 500 3 5 6 Men 55 64 105 300 75 5 4 9 139 500 4 4 7 Men 65 104 800 74 3 4 9 141 000 4 4 8 Women 18 24 115 000 55 2 5 3 208 300 6 5 9 Women 25 34 231 800 57 5 10 8 403 000 12 6 v Total Population 3 200 800 Total Respondents 1 219 Qualitative Population 2 154 900 Qualitative Respondents 831 of Total Popu
39. or decrease the Average Rating by giving credit for promotional and news sponsorship spots Bonus Spot An additional radio or television commercial given to an advertiser at no cost Cable TV Penetration The percentage of a specific market that is connected to cable TV systems Column Inch A newspaper term referring to the unit of space one column wide and one inch deep 14 agate lines Co op Advertising Retail Advertising run by a retailer and a manufacturer with shared costs for the mutual benefit of both Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 135 QUALITAP User Manual Cost Per Point CPP The cost of achieving one rating point which represents one percent of the demographic population Cost Per Thousand CPM The cost of achieving 1000 exposures within the target demographic one or more times Cost Per Thousand Effective Net Reach CPM EFF NR The cost of reaching 1000 persons of a specified demographic target effectively 3 or more times Cost Per Thousand Net Reach CPM NR The cost of reaching 1000 unduplicated people within a specified demographic Cume Composition 12 The percentage of a station s cume audience that meets the target demographic Cume Composition Index 12 The likelihood of a station s audience to be between the ages of the target demographic 100 is the average or benchmark If a station has a Cume Composition
40. people id TY Rarker Newspaper Ranker displays reading habits among the qualitative group of people Newspaper Renker Establishing the Parameters of the Report Select one of the Rankers and its setup window will open Radio Ranker Setup ATLANTA Release 1 2001 Aug00Jan01 Market Survey Scarborough Adj Survey PAZ Survey Jo Use listened Most Witten Qualitative DP Mon Sun Bam 12m Gienttetve WE want to target a who you Geop i Survey Area Demo Adults 18 ete Fombos not currently in use Stations WABE FM x Estimates Cume Persons Cume Rating Market Survey This field will reflect the current market and qualitative survey being used Clicking on this button will bring to screen the current data path the available markets and the corresponding surveys from which you may select To change the data path click the Browse button then double click on the appropriate drive and path Click the OK button once complete or simply press Enter Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 45 QUALITAP User Manual 46 To select a market and or qualitative survey highlight that line then click the OK button alternatively you may simply double click on the market survey line Nielsen Survey If you are using Nielsen data in conjunction with the qualitative data you may sele
41. regardless if new text has been entered Hide How to Read If this option is selected the How to Read box will be omitted from the printed report 131 QUALITAP User Manual Charting Illustrations 2D Bar Vertical Graph Stations ranked by cume persons mE Baa ii liu WKKK FM WOOO FM KFFF FM WPPP AM WQOQQ FM KBBB FM KOOO 4AM KQQQ FM KGGG FM WI FM WDDD FM KRRR FM KJJJ FM WLLL FM KWWW FM Stations 2D Bar Horizontal Graph 132 Stations ranked by cume persons WKKK FM KGGG FM WOOO FM WIJI FM KFFF FM WDDD FM WPPP AM KRRR FM WQQ0 FM KJJJ FM KBBB FM WLLL FM KOOO AM KWWW FM KQO0 FM Stations 30 000 Printing and Graphing 3D Bar Vertical Stations ranked by cume persons 30 000 60 000 40 000 20 000 WKKK FM WOOO FM KFFF FM WPPP Al WQQQ FM KBBB FM KOOO AM KQQOQ FM KGGG FM WIJJ FM WDDD FM KRRR FM KJJJ FM WLLL FM KWWW FM Stations 3D Bar Horizontal Stations ranked by cume persons WKKK FM KGGG FM WOOO FM WINJ FM KFFF FM WDDD FM WPPP AM Stations KRRR FM WQOQQ FM KJJJ FM KBBB FM WLLL FM KOOO AM KWWW FM KQQQ FM r we 0 20 000 40 000 60 000 30 000 2D Pie Profile Mand suas paani 133 QUALITAP User Manual 134 3D Pie Pro
42. report use the various buttons displayed on the Target Profile Setup window Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 109 QUALITAP User Manual 110 Market Survey This field will reflect the current market and qualitative survey being used Clicking on this button will bring to screen the current data path the available markets and the corresponding surveys from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or qualitative survey highlight that line then click the OK button alternatively you may simply double click on the desired market survey Adjustment Survey If you are using Arbitron data in conjunction with the qualitative data you may select that book by clicking on this button Selecting an Arbitron book will result in adjusted estimates displayed on the ranker in addition to the pure qualitative numbers Once you click this button the Choose Market and Survey menu will be brought to screen that will display the Arbitron data path the available markets and the corresponding Arbitron books from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select
43. survey period Newspaper For newspaper the number of different issues or newspapers bought each week is the base that determines the five quintile groups For example if a respondent bought three issues of the Daily News and one issue of the Wall Street Journal last week their total issues received would equal four Now lets assume that the most issues any one respondent received in our survey period were 15 And the least number of issues received by any one respondent was zero The quintiles would represent something like the following Ist Quintile 13 15 issues 2nd Quintile 10 12 issues 3rd Quintile 7 9 issues 4th Quintile 4 6 issues 5th Quintile 0 3 issues Our respondent who received a total of 4 issues last week would be placed in the 4th Quintile Television For television the number of half hours that a respondent has viewed television determines their quintile placement Radio For radio the number of quarter hours listened to radio determines quintile placement for a respondent 39 QUALITAP User Manual Shopped vs Purchased Reports 40 Shopped vs Purchased reports can tell you a lot about your client s competitors The report displays a unique graphic that identifies shoppers visually The blue horizontal bar represents the number of people who shopped at the business and the green bar represents the total number of people who made a purchase The Closing Ratio represents the likeliness of consumers making pu
44. the OK button After you have made the correct response the system will list all surveys available for downloading in the middle portion of the Data Download Wizard window Identify the survey s to be downloaded in one of the following ways e Highlight the survey you wish to download then click the Next button e Ifmore than one survey is listed and you wish to download all click on Select All then click Next e If more than one survey is listed and you wish to select multiple books that are listed consecutively click on the first selection and while holding down the mouse button drag the cursor over the other consecutively listed selections Click Next once you are done e If more than one survey is listed and you wish to select multiple books that are NOT listed in consecutive order click on the first selection then holding down the Control key single click on each other desired selection Afterwards click the Next button The next window is where you identify the type of data being loaded and enter the path where it will be stored QUALITAP User Manual Qualitative The Store Data portion of the Download Wizard PRIEM controls if and if so how the data is stored More Leta than likely you will want to keep the default of both Radio Conede options being selected since this is the most efficient MStreet Data l fi prospector Way to Save data and all corresponding files Tv Cable MOBIL
45. the mouse over a group of selections then click the Add button As you make each selection you will see that estimate move from the Available pool into the Include box To de select identified estimates highlight that line then click the Delete button The estimate will then be moved back to the Available box Once your estimate selection is complete click the OK button and you will be brought back to the Radio Ranker Setup screen TV Cable Inventory This is where you will identify what programming will be included on the ranker For instructions on how to setup and maintain the programming inventory database please refer to Chapter One After clicking this button the TV Cable Selection window will appear 49 QUALITAP User Manual 50 TY Selection x Available meee kese Mi 3P 4P Q You will see all programs networks have been placed in the Selected box To clear the selection click the Clear button To select the programs networks to be included on the report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified program station move from the Available pool into the Selected pool indicating each will be included on the ranker You may use the Search option to search the TV Cable database for a specif
46. the process until you have made all your selections You can also delete save or load a survey or list A Survey Selection Market must be chosen after completing the Multi Market List Criteria Survey Selection x Nashville Release 1 2001 Feb00Jan01 Scarborough Atlanta Release 1 2001 Feb00Jan01 Scarborough Detroit Release 1 2001 Feb00Jan01 Scarborough Cancel Pick a survey to select criteria from Profiles Choose the Market Survey based on the particular Criteria you want to profile e The respondents are asked different questions resulting in different Criteria for each Survey One Survey may have the Criteria you need while another may not e Ifthe Category is not available for your additional market s no qualitative information will be provided for them Click OK or press Enter after choosing the Criteria Survey Aggregate Profile Aggregate Profiles let you combine different markets on one report In order to combine markets the survey periods must match For example markets using the Feb 2000 to Jan 2001 survey can be combined To start an Aggregate Profile select the Aggregate Profile box from Market Profile Setup This window is identical to the other Profile setup windows except for the way you select surveys The Multi Market List screen appears when you click on the Market Survey button The Markets list box displays the markets you subscribe to The Surveys list box shows the surveys availabl
47. to Chapter Two for a complete walk through of defining a geographic area Combos To create and maintain station combos you will enter into this portion of the system After activating this option the Combo Maintenance screen will appear At this screen all previously created station combos will be listed in the Combos box with the corresponding station components for each combo listed in the Stations box To add a combo click the Add combo button This will bring the Create a Combo box to screen You will define the new combo in one of the following ways e Click on the desired station then click the Add button e Double click on each desired station e Drag the cursor over a group of stations then click the Add button Once you have identified all of the combo s components click the OK button If the station selection is more than 30 characters long you will be prompted to enter a Combo name Type in that text then click the OK button You may customize any combo s name by clicking on that combo highlighting the combo name field and entering the revised name To delete a previously created combo highlight that combo then click the Delete combo button If you would like to edit a combo click on that line then select Edit combo Clicking on the Options button will bring the different combo options available Display combos and components and Display combos only If you select Display combos and comp
48. which you may research Alternatively you may press F1 to achieve the same results Manual and System User Tips The following are some other tips that will enable you to move about the system easily and efficiently and get the most out of QUALITAP The setup screen for each program has the option to save the settings by clicking on the Save button Give the settings a meaningful description and click OK To retrieve previously saved settings click the Load button QUALITAP will use the printer selection in Windows The printer driver must be installed and the printer must be selected in Windows to be operable within QUALITAP Options that are grayed out are not operable A useful feature of Windows is that you may view several different reports at the same time This option referred to as Tiling and Cascading may be accessed on the Windows taskbar Click on Windows and the different options will appear The following will illustrate the differences in each option Once you click the Windows button you will see a listing of all viable options Click on the desired selection and the results will be displayed on screen Cascading option Radio Ranker Cityname Mar97 Feb98 Scarborough _ O x E GELU Profile Cityname Mar97 Feb98 Scarborough OF x E Metro Survey Area Qualitative DP Mon Sun Gam 12m Household income is 50 000 i Mon Sun BareNid AdiSuvey Spring 1998 Arbitron Metro Su
49. will allow you to print out the report To print the basic report what you see on the screen simply click the Print button located on the Qualitap for Windows Toolbar alternatively you may click on File then select Print Qualitap s flexible graphing options are available to you so that you can enhance your sales or media presentations and make them more effective and illustrative Also the Print Preview option allows you to see how any report or graph will look when printed before you print the actual printout To access graphing print preview and the tag mode you will use the Windows Tool Bar that is located directly above the Qualitap for Windows Tool Bar Clicking on each of the various options will bring the corresponding window listing the corresponding function Several of the options listed are traditional Windows options available with any Windows based application however some are exclusive to the Qualitap for Windows System Click on the File button of the Windows Tool Bar and a drop down menu will appear offering the following print options Print Will enter you into the print queue Same as clicking the Qualitap Tool Bar s Print button Print All If you have multiple modules open this option allows you to batch print Preview Will display the print process finished product without printing out the report Preview All If you have multiple reports open you may see how each will look when printed before you p
50. you are printing multiple copies of this report and wish the copies to be collated click the Collate copies box When you are ready for QUALITAP to begin the print routine select OK and your report will be generated To exit the Radio Ranker select File then click on the Close setting How to Read a Ranker Each different estimate on a Radio Ranker has a specific meaning Use the following as a guide when interpreting the numbers Remember all estimates are only representative of the current demography and geography Cume Persons The total number of different people unduplicated within the specified geography area and demographic who meet the qualitative criteria AND listen to the station listed directly to the left for at least five minutes during the specified daypart Cume Rating The percentage of the total qualitative population unduplicated within the specified geography and demographic who listen to the station listed directly to the left for at least five minutes during the specified daypart Percent of Station 53 QUALITAP User Manual 54 The percentage of a station s audience within the target demographic and geographic area who meet the qualitative criteria Percent of Paper The percentage of the newspaper s total circulation within the specified geography and demographic who meet the qualitative criteria Station Index The likelihood of the station s audience within the specified de
51. you must define the daypart to be used The system will default to the Monday Sunday 6am 12midnight daypart If you wish to keep that time period you do not need to enter this part of the system To re define the daypart click this button and the Qualitative Daypart Selection window will open Now you will identify the starting ending days and times by clicking on the appropriate selection for each Once your selection is complete click the OK button To save the daypart selection for future use click the Add to Favs button prior to selecting OK Rankers Quantitative Daypart If you are using adjusted Arbitron estimates with your ranker you may elect to show a different daypart than that of the qualitative data The system will default the daypart selection to that of the qualitative data If you wish to keep that time period you do not need to enter this part of the system To re define the daypart click this button The Daypart Selection window will then be brought to screen where you will identify the starting ending days and times by clicking the appropriate selection for each Click the OK button once your selection is complete To save the daypart selection for future retrieval click the Add to Favs button before you select OK Criteria This is where you will define the who what group of people will be analyzed See Chapter Two for a complete walk through of defining qualitative criteria Geography Here you will defi
52. you want to isolate one specific estimate for the printed report activate the graphing 100 Cross Tabs options by clicking Chart on the Windows Tool Bar Use Cross Tabs to Find Similarities Between Two Groups of People A buy is up This advertising campaign will be targeting are people who shop at Smith s Department Store Your audience has a high concentration of people who shop at this store however on a ranker your station places number ten What other options do you have in order to qualify your station for this buy Solution Since Cross Tabs give you many different perspectives from which you may analyze data use it to accent the high concentration of these people which are included in your audience In this circumstance we have graphed the Index estimate from the Cross Tab KEEE Early Everung News KDDD Early Evening News KDDD Prime News KDDD Late Evening News KBBB Early Evening News KEBE Late Evening News KCCC Late Evening News KCCC Early Evening News KASA Early Evening News KAAA Late Evening News Multi Market Cross Tab The Multi Market Cross Tab is similar to a single market Cross Tab with a few exceptions that we will review later in this section First to open the Multi Market Cross Tab Setup window start a regular Cross Tab then select the Multi Market Cross Tab box Here is a closer look at the necessary steps Click the Cross Tab button to open the Cross Tab Setup window 101 QUALITAP
53. your newspaper selection is complete click the OK button To select the specific paper to be profiled click on the arrow button and then click on the desired newspaper from the drop down list Estimates To edit the estimate selection for this report click this button The Estimate Selection menu will then be displayed x Estimate Selection Ranked By Qualiving Persons Ayalabls Estimates Irida Ouaiying Persons Comp target index adi Respordants ip F Set ae dafauk You will see the pre selected estimates displayed in the Include box If you wish to keep these default estimates you need not make any modifications simply click the OK or Cancel button To clear the estimate selection click the Clear button and all pre selected estimates will be moved into the Available box To select the estimates that will be included on the report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see that estimate move from the Available pool into the Include box To de select identified estimates highlight that line and click the Delete button The estimate will then be moved back to the Available box Once your estimate selection is complete click the OK button and you will be brought bac
54. your report Radio Impact Report Setup ATLANTA Aelassa 1 2001 Anglan MakaSuve ATLANTA A Fr Use iseredhice Sites Geography p Survey Stes Demo Sisions fuente CCSCSCSCSCSY Establishing the parameters of the report Click on each of the different buttons to establish the Impact Report s parameters Market Survey This field will reflect the current market and qualitative survey being used Clicking on this button will bring to screen the current data path the available markets and the corresponding surveys from which you may select To change the data path click the Browse button then double click on the appropriate drive and path Click the OK button once complete or simply press Enter To select a market and or qualitative survey highlight that line then click the OK button alternatively you Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 25 QUALITAP User Manual 26 may simply double click on the market survey line Geography Here you will define the geographic area universe which will be used in the report The system will default to the DMA Survey Area If you wish to keep this setting you do not need to click the Geography button To redefine the geographic focus of the report click this button Please refer to Chapter Two for a complete walk through of defining a geographic area Demo The system s demographic default is Adults 18 If you wish to keep
55. 000 or more own 1 eouy of residence County 1 247 400 174 800 County of residence County 2 1 443 500 1 761 900 245 000 i 163 600 53 000 Total Population 3 200 800 Total Respondents 1 219 Qualitative Population 3 200 800 Qualitative Respondents 1 219 of Total Population 100 Persons Non Qualifying Coverage Composition A Index Respondents Each of these tabs represents a specific estimate You will see there are five layers of information which may be displayed The system defaults to Persons To switch to another estimate simply click on that tab It is very important to have a clear understanding what each estimate on this screen means Refer to section 97 QUALITAP User Manual 8 of this chapter for a complete definition of each Keep in mind that if you set qualitative criteria at the setup window data reflected on this screen has met that criteria as well as the criteria of the Columns and Rows Printing a Cross Tab 98 You have several printing options available to you For a detailed walk through of all printing and charting options please refer to Chapter Eleven Printing and Graphing If you wish to select which estimates print on the report e Right click with your mouse select Estimates then place only those estimates you wish to print in the Include box Click OK once all desired estimates have been selected e Click on the Edit button locate
56. 140 49 4 KUUU FM 161 100 19 6 48 2 112 54 5 WwCCC AM 152900 186 51 5 120 64 6 KYYY FM 117 100 14 2 47 0 109 7 KSSS AM 116 000 141 58 3 136 e Women 18 24 B KFFF FM 108 600 13 2 49 1 114 __ 9 Women25 34 3 WNNNFM 106 300 1292 48 0 112 10 Women 35 44 10 WAAA FM 105 600 128 43 6 102 11 Women 45 43 11 wooo FM 100500 122 485 113 v 4 gt Total Population 3 188 500 Total Respondent Total Population 1 915 300 Total Respondents Qualitative Population 1 143 300 Qualitative Respondent Qualitative Population 822 100 Qualitative Respondents of Total Population 35 9 of Total Population 42 9 This setting allows you to view all active reports vertically side by side Tile Horizontal Option FA Radio Profile Cityname Mar97 Feb98 Scarborough ioj x Metro Survey Area ualitative DP Mon Sun Bam 12m _Seosanty _ Household income is 50 000 Quantitative DP Mon Sun 6am Mid Adj Survey Spring 1998 Arbitron Metro Survey Area KFFF FM x Geographic Adi ol Pe f 18 3 4 Total Population 3 188 500 Total Respondents 3 601 Cume Persons J Qualitative Population 1 143 300 Qualitative Respondents 176 Cume Rating 13 9 of Total Population 35 9 M Radio Ranker Cityname Mar97 Feb98 Scarborough iof x Geography Metro Survey Area dus 25 54 __Beosrenty Household income is 50 000 per Qualitative DP Mon Sun 6am 12m
57. 4 3P KI F 3P KFFF M F 3P 4P f4 You will see all programs networks have been placed in the Selected box To clear the selection click the Clear button To select the programs networks that will be included on the report do one of the following Double click on the desired selection Click on the desired selection then click on the Add button Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified program station move from the Available pool into the Selected pool indicating each will be included on the breakout You may use the Search option to search the TV Cable database for a specific text string Select All will quickly move all programs networks from the Available box to the Selected box If you previously selected a program station for inclusion on the report but would like to remove it from the Selected pool highlight that line and click Delete It will then be moved back to the Available box Also you can save groups of TV Cable Programs for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Load button You can sort the listing of television cable programs for easier selection Click on the Sort by button and you will be given several sort options Day Time sorts the programs first by the
58. Contents Chapter 1 Getting Started ssssssssssssnunnunnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn nnnm nanna 1 Manual and System User Tips cccccccssccssscessecseensecesecesecesecesecseecseeeseeeceseeeseeeseeseqeeeseeeaaecaeenaees 1 Downloading Data meceni n a ovva eves EA E TE E ENEA 3 Qualitap Setup tec Eo e A EE EEE EEEN ela eda E E eaten EE E 4 Chapter 2 What is Criteria sssssssssnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn nnmnnn 19 Understanding the Criteria Setup Window ccccccccsseessecssecseceeceeceseceeceeeeenseesseeeeeeseneenneeaes 19 Building Qualitative Criteria ccccccscccssecssseesceesseeseecssecsseecsaeessecsaeceaeceseccsaecaeceseceaeeneeenaeenes 20 The And Or and Not Options cccccccccccecccecsesseesceseeceeeesecesecaecececacesseeeseeeseeeseesecnaeeaeeeeeeesaeens 21 Other Criteria Setup Toolbar Options c cccccccccecsssesesssescnseescnsesseeseceseecuseesceseeseeseeseesesieveeenseesenaeeneeaees 22 Defining the Target Geography 0 cccccccssecssecsnceesceeseecseecseceseceseceseceseecaeceseeeseeseeseeeseeeenseeenes 22 Saving and Retrieving County Zip Code Groups ccccccccecesseetesseeseenseeecseeseeeesecuseesenseseecnseeeeneeesenaeenes 23 Chapter 3 Impact Reports sicisscccscecdasicientensecersieastedserdaadsesseensconwesveaseecewsasasrens 25 Establishing the parameters of the report cccesccesccsseceseceeeceeeecesecesecseeseeeseseeeseeseeeseneeeneesaes 25 The
59. Delete button The Delete button stays dimmed until multiple lines of programming have been entered Click the OK button once all time entries have been completed and you will be taken back to the Add Qualitative Inventory window where all information you have entered will be displayed Getting Started Add Qualitative Inventory x Station KAALA OK Cancel If you have multiple lines of time entries you will see a plus sign to the right of the displayed time entry noting that additional time entries are attached Now you will be ready to enter the name of the Program Click the Program button and then enter the appropriate text You may customize program names of up to 20 characters Click OK once the correct title has been entered and you will be taken back to the Inventory Database screen The new entry will be listed at the end of the programming list You may then attach a rate to the program s line if desired by double clicking on that program s Rate column Delete This option allows you to delete previously entered programming from the Inventory Database Step one is to highlight the line that is going to be deleted It does not matter which column is highlighted Next click the Delete button The system will then ask you to confirm that you wish to delete the specified program Click Yes to confirm clicking No will bring you back to the Inventory Database window without deleting the pr
60. ENT MADE TO A WORKSHEET S TABLE WILL BE REFLECTED ON THE PRINTED REPORT Should you have any questions please contact Customer Service at 800 543 7300 You may also e mail Customer Service at client services arbitron com Downloading Data To download survey into QUALITAP click Utilities gt Download Data After selecting this option the Data Download Wizard opens This is where you will identify where data will be stored and download all survey books IMPORTANT If the desired drive is a network drive the user establishing the data drive for the first time must have RIGHTS to create files on that drive s root directory The Data Download Wizard will walk you through each step of the downloading process Data Download Wizard SQ E a This wizard will help you to install your data quickly and easily Identifying Where the Data is Where is the data that you wantto download e E Bowe Eyoiven oies lt era eee Step one will be to identify the drive that contains the data disk Do this in one of the following ways If the data disk is loaded into drive A click the Drive A button If the data disk is loaded into the B drive click the Drive B button pope ral aaron PON ame If the data is loaded on a different drive such as a network drive A A FAN ora or if downloading from your TAPTEMP download directory click ATI ALL the Browse button identify the drive and directory where the data resides then click
61. Impact Report s Dis play reres a n r EA otis onde eaashacles se E AE a E 27 Selecting your Target and Non target Stations or Newspapers cesceescesseesceeeeeeenecneeeneeeees 28 Understanding the Impact Report s Graph ccc cccessccssecsseceseceseceseceseceseeseeeseeeeeseeeeeeseeeeeneeaes 28 P i ting an Impact Report nesine i Meaphacees thuledeits late ea aed oiaced es 29 Chapter 4 Quick ReportS s sssssssssnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn nnmnnn 31 TOP Reports nairrcis inaa di ets aa a a idea Bid ana eae dea hei ea 31 M lti M diaRankers s nennen a a E E A E E 36 Media Otiintile Reports ninne erara r E AR EE a E A EA E E states 38 Shopped vs Purchased Reports cccccccssessseesseesteceeceseceseceeeseecseeeeececeseceseeseneeeseeeeeeeeeneeeaaees 40 Printing Quick Reports cccccccccesseesseesceeeceeseeescecscecscecsaecaecseceseceseesseeseeeseeeesseeeeeseeeseneeeseeeaes 41 Savine Printed Reports iaeei lax are Ea EE E E E eR dat cea A EA 42 Opening Saved Reports naera a EE E EEEE i E A 43 Chapter 5 RankerS icccsieccsis ccctiicnade ccs conteuadusk vocncdsweansunpuscaccuoetcuugadcueetuswesduesects 45 Establishing the Parameters of the RePort cccccsccesccesscsseceesceeecsscceeceeeceeeeeeseeeaeeeseeeeeeeseenaes 45 The Ranker Display ceiccz tovnaloversds tines E E E E Ta cusevenisa ves ENEA a 51 Printing a Ranker etane Resets stants e ae ths laatstehsantesesstiganesseuree a a aa 52 Howto Re ad
62. Index of 124 that audience is 24 percent MORE likely to fit the target demographic A Cume Composition Index of 90 would indicate that specific audience is 10 percent less likely to meet the target demographic Cume Persons The total number of different unduplicated people within a specific demographic category that tune in to a station for at least five minutes within a specified daypart Cume Rating The cume persons expressed as a percentage of the demographic population 136 Daily Time Spent Listening TSL in Hours Minutes The amount of time expressed in hours and minutes the average listener will listen to a station per day Daypart The different specific time period breakouts of a broadcast day for which audience estimates are reported Designated Market Area DMA Nielsen s geographic definition of exclusive TV Markets broken into counties in which home market stations receive the predominant share of viewing Direct Mail Advertising Letters folders brochures and other advertising materials sent through the mail directly to prospective customers Direct Response Advertising An advertising message that calls for a prompt purchase commitment by the reader or listener viewer directly to the manufacturer Drive Time The weekday commuting hours of 6 00AM 10 00AM Morning Drive and 3 00PM 7 00PM Afternoon Drive Effective Frequency The minimum level of frequency or number of expos
63. NTY10 J 432 000 29 0 611 900 8 county 2 i 611 900 41 0 935 600 COUNT 13 600 0 9 21 300 Total Population 2 132 000 Total Respondents Qualitative Population 1 491 100 Qualitative Respondents of Total Population 69 9 You have the ability to change any of the report s parameters i e criteria geography etc on the fly Do this by clicking on the various buttons listed in the header of the ranker or by accessing the Edit button on the Windows Tool Bar Also you may re rank the report s data based upon a different estimate with one click of the mouse Simply click on that estimate s column header The system will then automatically adjust accordingly the stations ranking order To copy information directly from the displayed report to the Windows Clipboard drag the cursor over the data to be copied As you do this the system will highlight the identified information After all needed information has been highlighted click the Edit button located on the Windows Toolbar and select Copy The information will then be copied immediately to the Clipboard and may now be placed in another document If you have multiple modules open don t forget that the cascading and tiling options are available within the Window s option on the Windows Tool Bar See Chapter One for more information on these options 85 QUALITAP User Manual Printing a Geographic Breakout 86 If you wa
64. Persons In County i you want to target Metro Survey Area Geography Establishing the Parameters of the Report Here you will establish all parameters for this report Click on each button to define the corresponding setting Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 79 QUALITAP User Manual 80 Market Survey This field will reflect the current market and qualitative survey being used Clicking on this button will bring to screen the current data path the available markets and the corresponding surveys from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or qualitative survey highlight that line then click the OK button alternatively you may double click on the market survey line Counties Zip Codes This is where you will establish the benchmark of the Geographic Breakout Click on the geographic definition that will be the report s focus A darkened circle in a geographic definition indicates that selection has been designated as the report s base Use Listened Most Often Estimates This option is only available with certain data such as International Demographics Media Audit and Griffin Data This option only pertains to radio listening If this field is grayed out the option
65. Report ccccccsccssecsseceseceseceesecesecnseceeeseeeeeeeeeseeeeeeaeeeaes 109 Selecting the Profile s Categories Identifying what you wish to know about the target 116 The Market Profile Display ccnn ra e eee ar S E O TEE E Eaa i E i 117 Printinga Target Profiles eisciescsresiecsieeasiaie a E E E E AR T aa 118 Howto R ada Profile aacies ccs venea dese veut ecestesSarbdaeWeneisbby EAE A E e cade EE neta 118 USER Strata gl Os E A A A A N N 119 M lti Market Profiles sieniin re a a a R a e eE raaa 123 Establishing the Parameters of the Report cccccesccsseceseceseceseceeeceseceseeeeeeeeeeeeeesseeeseeesaeesaes 124 The Multi Market Profile Display cccccccscesseeeseeeseeeseeceneeeseeeseeescecsaecaeeeseeesaecsaecnaeenaeesaes 127 Chapter 11 Printing and Graphing ccee eee 129 Charting Illustrations 0 ccccccccsccesssesseeeceececeecsaecaecnseceseceseceeeeseeeseneeseeseeeseseseaeeeseeeseeeaesaaees 132 Chapter 12 Media Terms and Formulas sssssssssnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn 135 Media Termisen inenen n aae ae a heated gee db eed eal ei 135 HOTTA aires Se sss ih ahs ccs ahs evouaeal teins osSteta uate cots cha dcavas tosis a a th a auaeuaianins obese 142 Chapter 1 Getting Started As you work within QUALITAP on line help is as close as a click of the mouse Clicking the Help button displayed on the Windows Tool Bar will bring the Help menu to screen with all available topics from
66. SPAPER M F CITYNAME MORNING NEWS SUN SISTER CITY TELEGRAM SUN NEW YORK TIMES SUN OTHER SUNDAY NEWSPAPER SUN CITYNAME MORNING NEWS SAT Clear SISTER CITY TELEGRAM SAT OTHER SATURDAY NEWSPAPER SAT You will see all newspapers have been placed in the Selected box To clear the selection click the Clear button To select the newspapers for inclusion on the report you will do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified newspaper moved from the Available pool into the Selected pool indicating each will be included You may use the Search option to search the Newspaper database for a specific string of text Select All will quickly move all newspapers from the Available box to the Selected box indicating all have been selected for inclusion on the ranker If you previously selected a newspaper for inclusion on the report but would now like to remove it from the Selected pool highlight that line and click Delete It will then be moved back to the Available box Also you can save groups of newspapers for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Loa
67. Scenario A buy is up and the target is households with an annual income of 75 or higher You are a cable system You want to get in on a buy but are being beat up by other media How can you get consideration to get in on the buy Step one will be to find out where the target group of people lives In this circumstance we would run a Market Geographic Profile using the criteria of Household Income Level of 75K or higher i Market Breakout Cityname Nov Dec 1997 Media Audit Geography Metro Survey Area Demo Aduts 18 income levels 75 000 or more Counties ranked by percentage of County Coverage Coverage Total Persons of county County Index Persons Rating In County a coms 25 8 179 6200 1 3 24 000 2 COUNTY 1 ee 143 50 900 10 247 400 3 COuUNTYS 19 0 132 4400 1 0 23 300 COUNTY 3 17 5 121 42 800 9 3 245 000 5 COUNTY7 15 2 105 6500 1 4 43 000 Ee COUNTY 10 14 0 97 133 100 28 8 952 900 COUNTY 4 13 9 96 9 000 20 64 900 8 COUNTY 2 13 6 94 196 700 426 1 443 500 9 COUNTY 8 11 9 5 6400 1 4 53 200 10 COUNTY 6 7 3 5500 1 2 75 gt i jown te o o oo areo Total Population 3 200 800 Total Respondents 1 219 Qualitative Population 461 600 Qualitative Respondents 186 of Total Population 14 4 After you have found where people that meet the qualitative criteria live and the resident allocation per county zip code an easy
68. TH of the following 1 Meet the Rows criteria listed directly to the left 2 DO NOT meet the specified Columns criteria listed directly up top Coverage Of the total demographic population qualitative population if you are using qualitative criteria that meet the Rows criteria listed directly to the left this estimate represents the percentage that also meets the immediate Columns criteria displayed at the top of the table Composition Of the total demographic population qualitative population if you are using qualitative criteria that meet the Columns criteria listed directly to the top of the table this estimate represents the percentage that also meets the immediate Rows criteria displayed to the left 99 QUALITAP User Manual Index The likelihood of those people who meet the current Rows criteria listed directly to the left of meeting the criteria of the current Columns criteria listed directly to the top User Strategies This section focuses on the application of the information contained within this section of the system to specific sales situations The examples used refer to a medium i e cable radio television However the referenced medium was selected randomly and other media may be used in its place TAPSCAN clearly does not mean this to imply that the immediate report or QUALITAP is made especially for that medium Since Cross Tabs are so versatile in that a great deal of inform
69. TRAK MONITORSCAN Market Organizer The system installation program defaults to this option being selected The use of Market Organizer is strongly recommended for the most successful transfer and organized storage of multiple market s data Market Organizer refers to having all data located in one central directory Within the TAPSCAN DATA subdirectory each market s data will be housed in a unique subdirectory identified named by the three unique numerical digits of its market code If you subscribe to one market this option should not be used remove the check mark Store Data This option lets you store or back up the actual data file s which you are downloading Using this option is the exact same as storing data on a data disk however instead of using the physical disk you will be storing the file s onto a drive and directory Note This option is for the storage of ratings book files only not saved data such as Packages and Orders Also these files are stored in the same manner as when they are shipped a compressed file If you use TapConnect and download from the C tapcon download DO NOT use that path to store data Erase files after download hard drives only This option does not effect you if you are NOT downloading data from another internal drive such as a network drive or a TapMedia download directory such as TAPTEMP If this option is activated upon completion of downloading data into your TAPSCAN data subdire
70. User Manual Click this box to open the Multi Market Cross Tab Setup window Market Survey Arkon Cleveland Sep98 Feb99 Scarborough P I Use Listened Most Often 7 Multi Market Crosstab cee Who you want to target Teray DMA Survey Area PRIZM Survey Qualifying Persons a Estimates Non Qualifying Persons Coverage z Demo Agus 18 L Crosstab Setup x Once the Multi Market Cross Tab window opens you will set all parameters of the report Note the differences between the single and multi market setup windows This button is now used to select surveys for multiple markets and save them to a list Each survey is used as a row in the final Cross Tab report The Categories are now used as your columns of the report Select as many categories you want to analyze Multi Market Crosstab Brant s List a Bimingham Mar98 Feb99 Scarborough Quigg Persons Coverage Composition Index Adults 18 DMA Survey Area Geography who you want to target Criteria What you want to know about the target Categories Establishing the Parameters of the Report After creating your market lists you can select them from here One survey is used as a template for the other markets classifications and categories Ifthe same classifications and categories are not available for a market N A is entered in its column and ro
71. a aana 92 Establishing the Parameters of the Report ccccscccsseessecstecetecececssecssecsaecnsecesecsseeeeeeeeeeenseenas 92 Identifying the Columns of the Cross Tab ccccccccccsseessecsteeseceeceseceseeeeeseeeceseesseeseeeeeeeenneeass 95 Identifying the Rows of the Cross Tab c cccccccscecsseesseeseeseeececeeceecssecsseceaecnseeesseceaeenaeenaeeeas 96 Combining Categories in Cross Tabs Using And Or Not options cccccssesseeeseeteeseeees 96 The Cross Tab Displayer e eee kbd ol Bedas ieee a TE EE T E 97 The Different Tabs of Information ccccecccccseeseeeeeeseeescecseecsaecseceaeecaecaecnseceaeeeeeneeeenaeens 97 Printinga Cross Tabiran e e e a aa r A e a a a be ae Aan 98 HOW to Read a Cross Tabanan e n e e aA N AN NNA 99 User SITPAte SCS ennea Ea A E E Sos Suede ade E a e E E E EEY 100 M lti M rketCross Tabiseeroreres netyn ee ar i a A E E EE E iea 101 Establishing the Parameters of the Report ccccccsccssecssecesecesecesecesecnseceeeseeeeeeeceeeeeeeeeeaeenaes 102 The Cross Tab Display cssresiiszeeelegidacdeoigackes a a a a a a aT t 106 The Different Tabs of Information 0 ccccecccecsseessesesceeeeeeseeeseeeseeescecsaeeeseeeseeessecsaecnaeenaeeenaes 106 Chapter 10 Profiles wo civicsiccscs coacch ssscustescousecacuexcenvcsussazecssastancivawesccavdtvescnscusss 109 Profile Guide lin CSe2 72 ss eretctecrstsnetetecetadexeadt tials A ee taseetes cies tens A E 109 Establishing the Parameters of the
72. a market and or survey highlight that line then click the OK button alternatively you may simply double click on the desired market survey line Prizm Survey If you are using a national survey you will need to select a Prizm survey to produce local market data To select a survey click on this button and the Choose Market and Survey menu will be brought to screen that will display the Prizm data path usually the same as your Arbitron data and the available markets from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or survey highlight that line then click the OK button alternatively you may simply double click on the desired market survey line Multi Market Profile When you select this option you will be taken to the Multi Market Target Profile Setup window This window is identical to the other Profile setup windows except for the way you select surveys The Multi Market List screen appears when you click on the Market Survey button The Markets list box displays the markets you subscribe to The Surveys list box shows the surveys available for the highlighted market Click on the Market and the Survey to include then click the Add button or just double click the surveys Your selected surveys are added to the Current Multi Market list box Repeat
73. ach newspaper in the Total Cost column You may also assign CPP CPM or Total Cost goals to all newspapers by right clicking and selecting Global Assign Column Inches Ad Size Newspaper sizes are based on standard advertising units SAU s which vary in size depending on the paper The sizes are measured in columns width and inches length Each column measures 2 1 16 inches wide The inches length can vary by 1 4 increments The total column inches are the columns multiplied by the inches For example an ad is 6 columns by 10 inches The ad would be called a 6 x 10 columns are always listed first and the total column inches would be 60 The two most common sizes are e Full Page 6 x 21 e 6Half Page 6 x 10 5 No matter what the column inches is the system defaults to one hundred percent noting Every person that reads the newspaper will note the ad making for an extremely high reach To lower the reach right click the mouse on the worksheet select Noting Scores and complete the worksheet Ad Size You may enter this information in any format you wish 1 4 QTR If you want to have more than one ad size in your campaign for the same newspaper you will need to add a duplicate line for the newspaper then change the ad size To add duplicate lines of a newspaper move the cursor to any column of the desired newspaper then right click and select Duplicate Newspaper The new line will be listed below the highlighted line Edit th
74. adio TV Cable station or newspaper as the example used within the report s definition located in the footer portion of the report You may select a favorite radio station time period station TV Cable and newspaper To establish a favorite highlight that field A drop down menu will then be brought to screen To select a favorite click on that line To scroll through the different selections use the up and down arrow keys located on the right of the drop menu After you have made your selection click the Use favorite box An X in the box indicates the favorite is activated Report Setup This is where you will set system settings that will allow you to customize all report printouts Click this tab and the following window will appear QUALITAP x Download Setup Default Settings Inventory Maintenance Favorites Report Setup Special Reports Report Options Check this box to create reports Split Reports without black backgrounds I Non Graphical reports T Landscape Logos data path Report Headers Standard report header Custom header taptitle bmp M Cancel Apply Help QuatiraP Radio Station Rank Report Pimmgam Sept95 Nard6 1996 Scarborough Daypart Mon Sun 6am Mid The default printout will have all column headers with a black background To change to a white background check the first box in this section of the Report Options box Check this box to create rep
75. ailable for profiling The system will default to all stations being selected If you wish to keep this selection you need not enter this portion of QUALITAP If you would like to narrow the stations to be displayed on the report click this button and the Stations Selection menu will be displayed You will see all stations have been placed in the Selected box To de select this selection click the Clear button To select the stations that will be included on the report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified station move from the Available pool into the Selected pool indicating each will be included on the profile You may use the Search option to search Profiles the station rosters for specific call letters Select All will quickly move all stations from the Available box to the Selected box indicating all have been selected for inclusion on the report If you have selected a station for inclusion on the report but would like to remove it from the Selected pool simply highlight that station and click Delete It will then be moved back to the Available box Once your station selection is complete click the OK button To select the specific station to be profiled click on the arrow butto
76. alitative criteria 77 Chapter 8 Geographic Breakouts Geographic Breakout allows you to find out where targeted groups of people live It is also here that you may generate graphical maps to enhance your research You may use counties or Zip Codes as the geographic bases of each report After clicking on the Geo Break button the Geographic Breakout Menu will appear showing you the following options Market Breakout uncover geographic information Geographic Breakout Menu for the entire market regardless of media habits a E ressos Radio Breakout analyze a radio station s audience to find the counties and or Zip Codes in which they live Rado Breakout TV Breakout analyze a TV or Cable program s residential characteristics TY Breakout Newspaper Breakout find the geographic le characteristics common to a specific newspaper s Newspaper Breakout readers Click on the button of the version of Geographic Breakout you want to use and you will be taken to its corresponding setup window To analyze a specific area s population characteristics per county or Zip Code you will use this version of Geographic Breakout After selecting a Geographic Breakout its setup screen will be displayed Market Geographic Breakout Setup xi Market Survey Cityname Mar97 Feb98 Scarborough Zipeodes Adults 18 of County County Index Coverage Persons Coverage Rating Total
77. anual Multi Media Estimates x Totals Radio Televsion Newspaper Ranked By Available Estimates Include The menu has four displays or tabs for each of the displays available at the Multi Media Scheduling window Totals Radio Television and Newspaper You will need to select the estimates for each display Access each set of estimates by clicking on the appropriate tabs at the top of the window All pre selected estimates are displayed in the Include box The default estimate choice will vary depending upon the medium If you wish to keep these default estimates you need not make any modifications simply click the OK button or the Cancel button To clear the estimate selection click the Clear button This will move all estimates into the Available box To select the estimates that will be included on the ranker do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see that estimate moved from the Available pool into the Include pool Remove selected estimates from the Include pool by highlighting that line then clicking the Delete button Once your estimate selection is complete click the OK button Once all specifications are properly set click OK and you will advance to the Multi Media Scheduling Totals
78. appropriate selection for each Once your selection is complete click the OK button To save the daypart selection for future use click the Add to Favs button Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 57 QUALITAP User Manual 58 prior to selecting OK Demo The system s demographic default is Adults 18 If you wish to keep this demographic selection you do not need to enter this portion of the system To set the demographic focus of this report click this button The Demo Selection screen will be displayed Identify the desired demographic in one of the following ways e Click on the desired gender starting and ending age cells then click the OK button e Double click on the demo among the listed demographic targets in the Favorite Demos window To save a defined demographic target to the Favorite Demos box so that you may retrieve it at a later time define the gender and age then click the Add to Favorites button Criteria This is where you will define who what group of people will be analyzed See Chapter Two for a complete walk through of defining qualitative criteria Geography Here you will define the geographic area universe which will be used in the report The system will default to the DMA Survey Area If you wish to keep this setting you do not need to enter this portion of QUALITAP To redefine the geographic focus of the report click this button Please refer
79. ategory to be included on the report This box will default to 0 zero If you wish to keep this setting you do not need to make any modifications Otherwise highlight this field to enter the lowest index to be used The High Window This box is where you will enter the upper most index limit for this report The upper limit will default to 9999 which is the highest index available If you wish to keep this setting you do not need to make any changes to this field Otherwise click on that field and enter the desired upper most index to be used Use Listened Most Often Estimates This option is only available with certain data such as International Demographics Media Audit and Griffin Data and only pertains to radio listening If this field is grayed out the option is not available The question asked on the survey which determines Listened Most Often Estimates is To which one radio station did you listen most often during the past week Therefore using Listen Most Often Estimates will result in smaller cume and average persons numbers Although this does not reflect listening exclusivity these estimates may be used as an indicator of listener loyalty Stations Station selection has two functions selecting the list of stations available for profiling and selecting the specific station to be profiled You may only profile one station at a time Click on the Stations button to select which stations will be av
80. ation may be derived use this portion of the QUALITAP System to uncover duplication between like and different media duplication between qualitative groups of people as well as duplication between a medium s audience and a qualitative group of people Find Duplication Between Like and Unlike Media Cross Tabs has several different layers of information which are displayed on screen one at a time therefore we will use the following table of data which has been extrapolated from Cross Tab rather than looking at the entire Cross Tab report display Cable Cable Program A Program B Television Persons Coverage Program X Composition Looking at this portion of the report we uncover beneficial information from the Television Program X s perspective Television Program X shares 35 of its audience with Cable Program A however Cable Program A shares 67 of its audience with Television Program X If Now looking at this area we the potential advertiser is only going to umcover a different story buy one station either Television Television Program X shares 80 Program X or Cable Program A Television Of its audience with Cable Program X has the advantage since there Program B while Cable Program is less duplication higher viewer B only shares 33 of its loyalty audience Therefore this would be more beneficial for Cable Program B since it has higher viewer loyalty less duplication And don t forget If
81. ative lifestyle information geographic residency or media habit information for radio television or newspaper Note If you are using a database in which you define your television inventory and wish to make changes or additions you will need to go to the Inventory Maintenance section of Setup to make those changes Much like when you are building qualitative criteria the first step in selecting qualitative aspects for the Cross Tab is to identify the classification that contains the desired category You may scroll through the different classifications by using the up and down arrow keys displayed on the right side of the box To select the classification single click on that line After you have clicked on a Classification the Category box will display the categories contained therein Click on the desired category and the different lines of criteria contained within the specified category will be displayed in the box below the Category box You are now ready to identify what qualitative aspects you wish to include within this Cross Tab s Columns Do this in one of the following ways e Double click on the desired selection e Click on the desired selection then click the Add button e Drag the mouse over a group of selections then click the Add button As you identify the different lines of criteria to be included you will see each line displayed in the Selected Categories box If you would like to delete any selected cri
82. ay be used in its place TAPSCAN clearly does not mean this to imply that the immediate report or QUALITAP is made especially for that medium Maximize the different information ascertained within Profiles by using the following as templates when various selling situations are encountered Break or Confirm Stereotypes One of the most powerful ways to use the Profiling module of QUALITAP is to break or confirm typical stereotypes of different groups of people Lets take a look at one case in point where a Profile report would be helpful Scenario A buy is up for an upscale car dealership we ll say a Lexus dealership The buyer has mandated the target at Males 45 64 with Household income levels of 75 000 Unfortunately your station tends to attract females 18 to 54 How can you get consideration or this opportunity Solution Use Profiles to find if the buyer is on target with who he she is focusing the advertising efforts 119 QUALITAP User Manual 120 Step One Run a Market Profile on the targeted group of people i e who you wish to learn about In this example we will identify those people who tend to buy lease upscale cars Step Two Identify pertinent categories that will reveal information about this group of people In this example we will identify age sex and income levels Step Three Review the information The display below is the Market Profile showing the Age Breakout Since the Percent of Top est
83. b98 Scarborough Metro Survey Area a lt who you want to target Estimates Qualifying Persons Custom Selection One custom selection is allowed IQP Title l Establishing the Parameters of the Report Here you will establish all the parameters of this report Click on each button to define the corresponding setting Market Survey This field will reflect the current market and qualitative survey being used Clicking on this button will bring to screen the current data path the available markets and the corresponding surveys from which you may select To change the data path click the Browse button then double click on the appropriate drive and path Click the OK button once complete or simply press Enter To select a market and or qualitative survey highlight that line then click the OK button alternatively you may simply double click on the market survey line Geography Here you will define the geographic area universe which will be used in the report The system will default to the DMA Survey Area If you wish to keep this setting you do not need to enter this portion of QUALITAP To redefine the geographic focus of the report click this button Please refer to Chapter Two for a complete walk through of defining a geographic area Quick Reports Criteria This is where you will define who what group of people will be analyzed See Chapter Two for a complete walk through of defining q
84. be saved then click the Save button The system will then prompt you to enter a description for this geography Click the OK button and you will be brought into the Description field where the cursor will be in the open edit mode Now type a description for this geographic area and press Enter or click the OK button To retrieve saved criteria click the Load button at the Geography Definition screen The system will 23 QUALITAP User Manual display all previously saved geographic definitions Double click on the desired area or highlight that line and click the OK button 24 Chapter 3 Impact Reports Impact Reports allow you to discover duplication and non duplication for your qualitatively targeted demographic against any combination of other like media for a single market You can analyze the duplication within Radio Television or Newspapers by selecting New gt Impact Report from the File Menu File Edit Chart Options Utilities Window Help Instant Profile gt po Break Cross T ab Ranker gt Schedule Demographic Profile gt a a Geographic Breakout gt pee eel Cross T ab Preview Profile Preview il Note Unlike other modules there is no button provided for the Impact Report To start an Impact Report you must select it from the file menu After selecting an Impact Report from the File menu the Radio Impact Report Setup window opens Click each button to setup the parameters of
85. but effective tactic would be to find how many of these people view or listen to your station In this situation you could simply add subscribes to cable to the criteria 89 QUALITAP User Manual 90 Market Breakout Cityname Nov Dec 1997 Media Audit OF x Metro Survey Area Adults 18 Family income levels 75 000 or more and Household subscribes to cable yes fe tesa e a ae E 2 counts 190 185 saoo 13 23 300 al COUNTY 3 145 141 35 500 108 245 000 a as fcounry 7 4200 13 43 000 ea Es fcounrye azoo 11 53200 ma 10 county 6 P27 25 2100 06 75 00 After comparing the two we can clearly see that most of the households which have an income of 75K or more in this market subscribe to cable thus clearing showing how and why cable would be a viable advertising vehicle for an advertiser Other ways to use Geographic Profiles in this or similar selling situation would be to profile your audience using no qualitative criteria to show equal or similar resident allocation per county or zip code Chapter 9 Cross Tabs This portion of the QUALITAP System will allow you to identify several unique groups of people then compare to each other to discover duplication between each Cross tabs are an excellent way to uncover exclusivity of a specific broadcast audience and is also a valuable source for uncovering duplication between same and different media What is a Cross Tab
86. button located on the QUALITAP Tool Bar e Click on the File button located on the Windows Tool Bar then select the Print option The Print Options Menu will then be brought to screen 75 QUALITAP User Manual Print Options x Printer HP DeskJet 8800 Series Printer on LPT1 Print Range Entire document Selected fipaes Assembly Pages Copies fi Frome fi To fi l Collate copies Special Instructions D Print monochrome on colos printer Here all print settings will be displayed This display may vary depending upon the printer being used If you need to change the printer selection click the Setup button then perform all printer maintenance as normally done within any Windows environment Print Range Where you will determine what is printed This will default to all pages of the report being printed If you would like to print only a specific range number of pages click on the Pages field and enter the page range to be printed in the From and To fields Assembly Where you establish how many copies of the report will be printed The system will default to one copy To modify this highlight the Copies field then enter the desired number of copies to be printed If you are printing multiple copies of this report and wish for the copies to be collated click the Collate copies box When you are ready for QUALITAP to begin the print routine select OK and your report will
87. cessfully combine criteria Make your initial category selection by double clicking on that category selection After that criterion appears in the Selected Categories box single click on that line IN THE SELECTED CATEGORIES BOX so that it is highlighted shaded Click the And Or Not button whichever one is applicable Locate the category to be combined with the initial selection then double click on the desired category selection You will see that line in the Selected Categories box note the combined criteria 105 QUALITAP User Manual Once you have selected all needed lines of criteria for the report click OK and you will be taken back to the Multi Market Cross Tab Setup window Once all of the Cross Tab s criteria is properly set click the OK button and you will be taken to the Cross Tab display The Cross Tab Display Once all parameters for the Cross Tab are set properly click the OK button and the report will appear You will see the categories you selected displayed across the top of the Cross Tab as columns Use the Left Right arrows displayed in the bottom corners of the screen to scroll through the different columns of information The selected markets and surveys are displayed down the left side of the table Use the Up Down arrows displayed on the right side of the screen to bring to screen the other lines of the Rows information You may change the geographic focus the qualitative criteria o
88. click this button Please refer to Chapter Two for a complete walk through of defining a geographic area Criteria This is where you will define the qualitative aspects of the audience if any Keep in mind you may not wish to include qualitative criteria see section 6a 2 Cross Tab Guidelines See Chapter Two for a complete walk through of defining qualitative criteria Once you have selected all needed lines of criteria for the report click OK and you will be taken back to the Multi Market Target Profile Setup window Click the OK button once you are ready to proceed and you will advance to the Market Profile display The Multi Market Profile Display Once all parameters for this report are set properly click the OK button and the Multi Market Profile will be displayed E Market Target Profile Cityname Nov Dec 1997 Media Audit el hi Metro Survey Area emo duts 25 54 Geography Used VISA or Mastercard in past 6 month D Criteria Categories Qualifying coa 1 Fami income levels 35 000 or more Family income levels 50 000 or more 835 400 87 2 Family income levels 75 000 or more 292 600 86 4 Family income levels 100 000 or more 144 700 91 4 Department stores shopped 6mo Sears 783 200 76 8 Department stores shopped 6mo Dillard s 806 100 80 9 Department stores shopped 6mo 2 Nordstrom 173 400 87 7 Total Population 2 132 000 Total Re
89. clude in Enter the time in the space below box below Start Time End Time Examples of time entries 12M 6 15a 12N 10p 1 30a OK Cancel First you will need to identify the day s the program airs To do this drag the cursor over the consecutive days of the week until the correct components have been shaded If this program only airs on one day of the week simply highlight that day Next you will need to identify the starting and ending times of this program You may do this in one of the two following ways e Click on the arrow keys of the Start and End Time boxes then single click on the appropriate choice e Place the cursor in the Start End Time boxes then manually enter the correct time You will enter this in the following manner 7a 7am 830p 8 30pm 12a or 12m 12 Midnight 615a 6 15am Click the OK button once you have made your entry and you will be taken to the Time Definition box Time Definition x Start Day End Day Start Time End Time Friday 11 00a Delete i Cancel You may add an additional layer s of time to this program by clicking the Add button then add the additional component as you did the initial entry The result in having multiple time entries will be an AVERAGED not aggregated estimate If you have added an additional line s of programming to the program s time definition but now wish to delete that line highlight that entry and click the
90. column To assign the same goal for all programs enter the desired level on the Television line or right click and select Global Assign The system will then calculate the necessary number of spots to attain your goal Rates You may either enter rates directly or have the system calculate the rate by assigning a CPP CPM or Total Cost goal e To enter rates directly you may click on each program s line under the Rate column and enter the rate To have QUALITAP calculate the rates by entering a desired CPP or CPM you may enter a separate CPP CPM for each program or you may enter a CPP CPM on the Television line and the same CPP will be assigned to each program and then the rates will be calculated for each program You can enter a Total Cost goal once spots have been assigned by typing in the budget for each program in the Total Cost column You may also assign CPP CPM or Total Cost goals to all programs by right clicking and selecting Global Assign Scheduling Newspaper Tab 64 From this display you schedule spots and enter rates if desired for the newspaper portion of your campaign The schedule results will be listed for each newspaper and for all newspaper combined as well as the campaign totals The information available is dependent upon the estimates you selected Spots You may schedule spots by either of two methods you can enter them directly or have QUALITAP schedule the appropriate number of spots to attain certain goals
91. ct that book by clicking on this button Selecting an Nielsen book will result in adjusted estimates displayed on the ranker in addition to the pure qualitative numbers Once you select this button the Choose Market and Survey menu will be brought to screen displaying the current Nielsen data path the available markets and the corresponding Nielsen books from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or survey highlight that line then click the OK button alternatively you may simply double click on the market survey line Adjustment Survey If you are using Arbitron data in conjunction with the qualitative data you may select that book by clicking on this button Selecting an Arbitron book will result in adjusted estimates displayed on the ranker in addition to the pure qualitative numbers Once you click this button the Choose Market and Survey menu will be brought to screen that will display the Arbitron data path the available markets and the corresponding Arbitron books from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or survey highlight that line then click the OK
92. ctory the system will erase the parent file Once you are ready to download the files s click Download The survey s will then be copied into your data subdirectory Repeat this procedure for all the books and or markets that you desire to install Note Use the TapMedia button when you want to download new surveys from the TapMedia Web site After downloading click the Refresh button to list the new surveys Qualitap Setup Once you are at the main screen of QUALITAP click the button to enter into the Setup portion of QUALITAP Getting Started QUALITAP D MAPDATAS CAQTWINWRSSDATAS This area of QUALITAP is where various system settings may be turned on or off paths to various data directories television and cable programming created and maintained and several other different options performed You will notice this window has several layers Click on the tab of the window you wish to be displayed on the screen Download Setup The Download Setup tab of the Setup portion of QUALITAP is where you will go to download and delete data Downloading Data To download qualitative data click the Download button and the Download Data Wizard will appear Refer to the previous section 1b 3 in this manual for detailed instructions on using the Download Data Wizard Deleting Qualitative Surveys To delete a previously loaded qualitative book click the Delete button This will bring the Choose Mark
93. d button Once your newspaper selection is complete click the OK button 73 QUALITAP User Manual Criteria This is where you will define who what group of people will be analyzed See Chapter Two for a complete walk through of defining qualitative criteria Geography Here you will define the geographic area universe which will be used on the report The system will default to the DMA Survey Area If you wish to keep this setting you do not need to enter this portion of QUALITAP To redefine the geographic focus of the report you will click this button Please refer to Chapter Two for a complete walk through of defining a geographic area Estimates If you wish to hand pick the estimates to be displayed on this report you will access this button This will bring you to the Estimate Selection menu Qualifying Persons Comp taget index Delete Respordants You will see the pre selected estimates displayed in the Include box If you wish to keep these default estimates you need not make any modifications simply click the OK or Cancel button To clear the estimate selection click the Clear button and all pre selected estimates will be moved into the Available box To select the estimates that will be included on the profile do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group
94. d on the Windows Tool Bar select Estimates then place only those estimates you wish to print in the Include box Click OK once all desired estimates have been selected To print the basic report what you see on the screen do one of the following e Click the Print button located on the QUALITAP Tool Bar e Click on the File button located on the Windows Tool Bar then select the Print option The Print Options Menu will then be brought to screen Print Options Fe Printer HP DeskJet 8800 Series Printer on LPT1 Print Range Entire document C Selected PEJS Assembly Pages Copies fi ae We i F Collate copies Special Instructions Print monochrome on colos printer Here all print settings will be displayed This display may vary depending upon the printer being used If you need to change the printer selection click the Setup button then perform all printer maintenance as normally done within any Windows environment Print Range Where you will determine what is printed This will default to all pages of the report being printed If you would like to print only a specific range number of pages click on the Pages field and enter the page range to be printed in the From and To fields Cross Tabs Assembly Where you establish how many copies of the report will be printed The system will default to one copy To modify this highlight the Copies field then enter the desired
95. e Ad 65 QUALITAP User Manual Size for the new line To delete a duplicated line move the cursor to that line right click and select Delete Newspaper Noting Scores Noting scores are the percent of men women and adults who read the newspaper and actually note or see the ad For example men note more ads in the sports section while women note more ads in the fashion section but neither note all the ads There are different noting scores for each ad size and demo They default to one hundred percent the same as if Use Noting was not selected 1 2 Pg or More 1 4 Pg or More 1 8 Pg or More _ Less than 1 8 Pg Change the percentages for each ad size men women and adults Select the Use Noting boxes to use your noting scores Once you have made your changes click OK to return to the Newspaper Scheduling screen Global Assign 66 You may assign global scheduling or rate goals to each station program or newspaper with this option When you select this option the Global Assign window will come up Choose one of the following Spot Based goals by clicking on the appropriate button and then entering the desired level in the field provided Spots Reach Percent Reach Pct Frequency Freq Effective Reach Percent Eff Rch Pct Gross Rating Points GRP Effective Net Reach Net Eff Rch Net Reach Choose one of the following Rate Based goals by clicking on the appropriate button and
96. e Double click on the demo among the listed demographic targets in the Favorite Demos window To save a defined demographic target to the Favorite Demos so that it may be retrieved at a later time define the gender and age then click the Add to Favorites button Estimates If you wish to edit the estimates to be displayed on this report you will access this button This will bring you to the Estimate Selection menu OQualfying Persone Come 3 target index Delete Resperdant You will see the pre selected estimates displayed in the Include box If you wish to keep these default estimates you need not make any modifications simply click the OK or Cancel button To clear the estimate selection click the Clear button and all pre selected estimates will be moved into the Available box To select the estimates that will be included on the report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see that estimate move from the Available pool to the Include box To de select identified estimates highlight that line and then click the Delete button The estimate will then be moved back to the Available box Geographic Break outs Once your estimate selection is complete click the OK button and you will be brought bac
97. e cells then click the OK button e Double click on the demo among the listed demographic targets in the Favorite Demos window To add a demographic to the Favorite Demos box for future retrieval define the gender and age then click the Add to Favorites button Geography Here you will define the geographic area universe which will be used on the report The system will default to the DMA Survey Area If you wish to keep this setting you do not need to enter this portion of QUALITAP To redefine the geographic focus of the report you will click this button Please refer to Chapter Two for a complete walk through of defining a geographic area Cross Tabs Criteria This is where you will define the qualitative aspects of the audience if any Keep in mind you may not wish to include qualitative criteria see section 6a 2 Cross Tab Guidelines See Chapter Two for a complete walk through of defining qualitative criteria Categories Identifying what you wish to know about the target After you select this button you will immediately be taken to Categories Setup screen DON T GET CONFUSED HERE Although this screen is identical to the screen where you select qualitative criteria this is NOT where you identify WHO you are profiling but WHAT you wish to know about the target group Much like when you are building qualitative criteria the first step in selecting qualitative aspects to be used in this profile is to identify the
98. e for the highlighted market Multi Market List Maintenance x Curent Path Atlanta Release 1 2001 Feb00Jan01 Scarborough M i Markets Surveys el Akron Feb98 Jan99 Scarborough a Release 1 2001 Feb00Jan01 Sx Release 1 2001 Aug00Jan01 Sc Browse Release 2 2000 Aug99 Jul00 Sc Release 2 2000 Feb00Jul00 Sc Albany Schenectady Troy Albuquerque Allentown Bethlehem Anchorage Ann Arbor Release 1 2000 Feb99Jan00 Release 1 2000 Aug99Jan00 Sc Current Multi Market Add ee Delete Atlanta Release 1 2001 Feb00Jan01 Scarborough Load Nashville Release 1 2001 Feb00Jan01 Scarborough _ Save A Click on the Market and the Survey to include then click the Add button or just double click the surveys Your selected surveys are added to the Current Multi Market list box Repeat the process until you have made all your selections You can also delete save or load a survey or list Index Limit This feature offers a unique option you may limit the amount of information that will be displayed on the report by narrowing the upper and lower indices of each category For example if I set my lower index at 90 and the upper index at 300 only categories with indices between 90 and 300 will be included on the report You will notice this box is comprised of two different fields Low and High 111 QUALITAP User Manual 112 The Low Window Here you will enter the lowest index allowed for the c
99. e the current report s printed results After selecting this option the system will quickly generate the report and will then display it on the screen Use the Preview Toolbar displayed in the upper left corner of the screen to achieve the desired action Preview s Toolbar ae el HSI AI viel 2 Ed Exit Takes you back to the report display without sending any of the report s information to the printer Open Let s you open printed reports that you saved B Save Let s you save any report in its printed format Options This is where you can customize the report by changing its layout and How to Read statement that prints on the bottom of the report Print Send the report information to the print queue The Print Options menu will then be displayed Close Up This option lets you toggle the perspective of the display from full screen to a closer view Select the Current Page Marks the report with a check meaning that it is ready to be printed This is helpful when previewing several different reports at the same time Printing and Graphing ci Toggle Between Title Sheets and Individual Reports Lets you toggle on and off the report s title This setting will not affect the outcome of the printed report Preview All The other preview option is Preview All This 1d will display all open module reports simultaneously Its toolbar will display a few extra options 0 EJ These options are used in
100. e who meet the selected geography and demography Qualifying Persons The number of people surveyed who fit the qualitative criteria if any and meet the category s criteria listed directly on the left Composition top This estimate uses the total amount of people who meet the qualitative criteria if any as its universe This represents the percentage of that group who also meet the category s criteria directly to the left Index The likelihood of the group of people listed directly to the left of meeting the qualitative criteria if any 35 QUALITAP User Manual Multi Media Rankers 36 With Multi Media Rankers you can rank radio stations television station and newspaper publications together on one report Multi Media Rankers are compatible with all survey types excluding Simmons National data When using Media Audit or Griffin data the Use listened most often estimate option can be used on the report for the radio portion only Unlike standard rankers no quantitative adjustment surveys can be used in conjunction with the Multi Market Ranker Things to know e The radio estimates are derived from the Monday through Sunday 6 A M to 12 midnight daypart e The television estimates can be for a minimum of one quarter hour daypart but also by program or any other daypart that you create for your Inventory They can include cable programming as well as network television e The newspaper estimates are based upon re
101. ection screen will then be displayed 93 QUALITAP User Manual 94 Demo selection x manda pStatrg ge EndingAce C Men 18 C 24 Cancel C 35 34 Women C g C 24 C 43 Add to fewortes Dakta Far Identify the desired demographic in one of the following ways e Click on the desired gender starting and ending age cells then click the OK button e Double click on the demo among the listed demographic targets in the Favorite Demos window To add a demographic to the Favorite Demos box for future retrieval define the gender and age then click the Add to Favorites button Combos To create and maintain station combos you will enter into this portion of the system After activating this option the Combo Maintenance screen will appear where all previously created station combos will be displayed in the Combos box Each combo s corresponding station components will be listed in the Stations box To add a combo click the Add combo button This will bring the Create a Combo box to screen You will define the new combo in one of the following ways e Click on the desired station then click the OK button e Double click on each desired station then click the Add button e Drag the cursor over a group of stations then click the Add button Once you have identified all of the combo s components click the OK button If the station selection is more than 30 character
102. ed for inclusion on the ranker If you have selected a station for inclusion on the report but would like to remove it from the Selected pool simply highlight the station and click Delete It will then be moved back to the Available box Also you can save groups of radio stations for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Load button Rankers Once your station selection is complete click the OK button Estimates If you wish to hand pick the estimates to be displayed on this report you will access this button This will bring you to the Estimate Selection menu Qualifying Persone Comp target index Delete Respordants You will see the pre selected estimates displayed in the Include box The default estimate choice will vary depending upon whether or not you are using adjusted Arbitron numbers If you wish to keep these default estimates you need not make any modifications simply click the OK or Cancel button To clear the estimate selection click the Clear button and all pre selected estimates will be moved into the Available box To select the estimates that will be included on the ranker do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag
103. elect the programs networks to be included on the report do one of the following e Double click on the desired selection 59 QUALITAP User Manual 60 e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified program station move from the Available pool into the Selected pool indicating each will be included on the ranker You may use the Search option to search the TV Cable database for a specific string of text Select All will quickly move all programs networks from the Available box to the Selected box indicating all have been selected for inclusion on the ranker If you have selected a program station for inclusion on the report but would now like to remove it from the Selected pool simply highlight that line and click Delete It will then be moved back to the Available list Also you can save groups of television cable programs for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group by accessing the Load button You can sort the listing of television cable programs for easier selection Click on the Sort by button and you will be given several sort options e Day Time sorts the programs first by the day of the week Mon Sun and then by the time
104. es Report Setup Special Reports NASHVILLE Release 1 2001 Feb00Jan01 Market Survey Scarborough Nielsen Path fE inventon i Create edit delete inventory files Inventory Import Import another surveys inventory Password System manager password Getting Started Market Survey This option lets you re select the market and or the qualitative survey being used Once clicking on this button the Choose Market and Survey menu will then be displayed where you will see the current market and qualitative survey being used the current data path the available markets and the corresponding surveys from which you may select e To change the data path click the Browse button then double click on the appropriate drive and path of that new path Click the OK button once complete or simply press Enter e To select a market and or qualitative survey highlight that line then click the OK button alternatively you may simply double click on the market survey line Nielsen Path If you are using Nielsen data in conjunction with the qualitative data you may select that survey book by clicking on this button Selecting a Nielsen book will result in adjusted estimates displayed in addition to the pure qualitative numbers After selecting the Nielsen Survey button the Choose Market and Survey window will be displayed This screen reflects the current market a
105. eseeeseceeeeseeeeeseesaeceseeeseesaeeeaes 69 The Demographic Profile Display cccccccssecsseessecsseessecssecesecesecesecssecseeeseeeeeseesuseeeeeeneeenneenaes 74 Printing a Demographic Profile cceccecccesecesseesecsseceseceseceseeesaecsecesecsseeeeeseeeseseeseeeeeeeenneesgs 75 How to read a Demographic Profile cccccceccseesseesseesecseceseceseceseeeseceeeseeeeeseeeseeseeeeeeeeneeeaes 76 Chapter 8 Geographic Breakout ccccccceseeeseeeeeeeeesseeeeeeeseeeaseeassessaeeeaaeaaeeaae 79 Establishing the Parameters of the Report ccccesccesccssscessceeseeeeecesecesecseeeseeeeeseeeseeeseeeseeceseeeaes 79 The Geographic Breakout Display 0 ccccccccccsseesseesecsecssecesecesecnsecesecseeseeeeeseeeseeeseeeseeeaeeaaes 85 Printing a Geographic Breakout ccccccsccssecsseceseceecessecsseceseceseceseceseeseeseeeseseeseeeseeeeeeeeeneenaes 86 How to Read a Market Geographic Breakout cccccccesccsseceseceseceseceeecseeeeeeeeeseeeseeeseeseeeeeseennes 87 MAp AE e a sunduavs cnteddes Thasaatescedeucs a sudebudasenlaasl aE 87 WSer Strate gies E EET O E E AS 89 Chapter 9 Cross TabS sssssssssnsnnnunnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn nnmnnn nnmnnn nnana 91 What isa Cross Tab oeren ia aE A Ee A Case inal bas TEE E Sada adda aden A A nated 91 Buildinga Cross Pa bin acc onen e E E a deseo a E E te ok asa ce cada tl E 91 CrosssTab Guidelines stesa ee sus catestedatocksssacdvet fectacb stadt dot EE E aE ea
106. et amp Survey menu to screen Choose Market amp Survey Nov Dec 1997 Media Audit Mar9 Feb98 Scarborough Miami Ft Lauderdale Hollywood Mri National QUALITAP User Manual Highlight the survey that will be deleted by single clicking on that line then click the Delete button The system will then quickly delete that survey from the data directory Mapping Data Path The mapping data path will be automatically established by the system example C qtwin mapdata However if for some reason you need to modify that drive path click the Browse button for this field then double click on the desired drive directory Afterwards click OK NOTE Ifthe mapping data path is improperly set you will not be able to generate geographic maps User Data Path This path holds the favorites and saved information for each user As a rule you should never have to change this path If however you want to access another user s directory click on the Browse button and then double click on the desired directory Afterwards click OK Default Settings Click this tab and the following options will be displayed Favorites Report Setup Special Reports Download Setup Default Settings Inventory Maintenance jh User I Tip of the day I Use Combos I Chart Mode IX Exit Message IX Maximize at startup T Opening screen IX Select all by default Toolbar IX Show text IX Show toolbar coc ue The
107. et Profile of households with income levels of 75K or higher The category displayed shows the estimates of that group that did NOT read the specified newspapers Lets see how this information would be beneficial for you in this selling situation Once again since Percent of Top reflects the characteristics of the targeted group of people we have isolated only that estimate Didn t read Cityname Morning News daily newspapers Didn t read Sister City Telegram daily newspapers Listened to radio Mon Fri B4M 104M HH subscribes to basic cable TY only HH subscribes to basc cble pay chanl HBO Shwtme et Viewed television 10 19 1 2 hours wk or Viewed television 20 29 1 2 hours wk Viewed television 30 39 1 2 hours wk or Viewed television 40 49 1 2 hours wk Viewed television 50 59 1 2 hours wk or Viewed television 60 69 1 2 hours wk Viewed television 70 79 1 2 hours wk or Viewed television 80 89 1 2 hours wk Viewed television 90 99 1 2 hours wk or Viewed television 100 109 1 2 hours wk Multi Market Profiles Use the profile to highlight media usage In this example we see a large percentage of our target group does NOT read daily newspapers However Profiles may also be used to accent the high percentage of radio listeners cable subscribers and TV viewers To start a Multi Market Profile click the Profile bu
108. etworks have been placed in the Selected box To clear the selection click the Clear button To select the programs networks to be included on the report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified program network move from the available pool into the Selected pool indicating each will be included on the profile You may use the Search option to search the TV Cable database for a specific string of text Select All will quickly move all programs networks from the Available box to the Selected box indicating all have been selected for inclusion on the report If you have selected a program network for inclusion on the report but would like to remove it from the Selected pool simply highlight that line and click Delete Once your program network selection is complete click the OK button To select the specific program network to be profiled click on the arrow button and then click on the desired program network from the drop down list Newspapers Newspaper selection has two functions selecting the list of papers available for profiling and selecting the specific paper to be profiled You may only profile one paper at a time Click on the Newspapers button to select which newspapers will be available for profiling Click t
109. f categories contained within a classification by simply double clicking on the desired classification line All corresponding selections will then be copied to the Selected Categories window For example if you wanted to select all department stores for inclusion on the report s categories simply double click on the Department Stores classification line The And Or and Not Options Three key buttons located at the bottom of the Criteria screen are the And Or and Not buttons OK Canca Beset Load Saye Geo Not dnd Or dd Delete When adding additional lines of criteria to the initial selection these options allows you to properly identify the target There are great differences in each so it is imperative you use each correctly The And Option Lets you further define your target criteria reducing the number of respondents Adding an And statement to existing criteria will make your target more specific therefore will reduce the number of respondents For example if I have selected HH income of 75K or higher as my first line of criteria and now wish to add And owns a home I am now looking at a more exact group of people since to be included on the report the respondent must not only have a household income of 75 000 or higher but must also own a home Keep your eye on the traffic light located in the top right corner of the screen See the following page for a co
110. f the respondent base drops below 35 the light changes to red and you will not be allowed to continue until you broaden the respondent base Other Criteria Setup Toolbar Options Other options available on this toolbar will enable you to perform various functions Reset clears your selections in the Criteria box Load allows you to retrieve previously saved qualitative criteria Save allows you to save criteria so that you may use it again The custom description you assign to the criteria will print in the header portion of the report Geo is where you go to define the geographic area to be analyzed See below for a detailed explanation Delete lets you delete a qualitative statement from the defined criteria highlight the un needed line in the criteria box and then click Delete Once you have selected your criteria click the OK button Defining the Target Geography There are two ways which you may enter the portion of the QUALITAP System where you will establish the geographic universe for the analysis at hand It does not matter which way you choose to define the 22 What is Criteria geography since both have the same effect e At the Criteria Setup window click on the Geography button e Click the button listed at the report s setup screen After accessing either of these buttons you will be brought to the Geographic Definition screen Geography Definition xi Available Survey Areas Cance
111. file 2D Pie Exploded Profile 3D Pie Exploded Profile Media Terms Affiliate A station associated contractually with a network for the purpose of broadcasting network programs Audience Composition The demographic breakout of a specific station s audience Audience Duplication The portion of a station s audience that is exposed to more than one media vehicle In other words a station s shared audience Availability A specific period of unsold air time that is available for sale to an advertiser Average Issue Readership A newspaper s average amount of readers for one issue both primary and pass along Average Quarter Hour Persons The average number of people who listen to a station for at least five minutes during a quarter hour Average Rating The percentage of a particular demographic population that tune in to a specific station during any quarter hour of a defined daypart for at least five minutes The Average Persons expressed as a percentage of the demographic Chapter 12 Media Terms and Formulas population Average Share The percentage of all people listening to radio during any given quarter hour of a specified daypart who are listening to a particular station Barter An agreement between a station and advertiser where goods and or services are exchanged for airtime rather than cash Billboarding The capability to increase
112. furniture within the past three months but not a Smith s Furniture Step one would be to identify the first line of criteria In this circumstance People who have purchase furniture in the past three months Next I would click the NOT button then select Shopped Smith Furniture in the past three months The criteria would then indicate the group of people being analyzed as people who bought furniture in the past three months but since they have not shopped at Smith Furniture in the past three months NOT at furniture at Smith Furniture Once again keep an eye on the traffic light displayed in the top right corner of the screen NOTE Radio Television and Newspaper categories may be selected as part of criteria choices This means you can select media focused criteria such as Viewers of KAAA s 6PM News or People who listen to Radio Station WZZZ In addition using the And Or and Not options will let you build a more targeted criteria base For example you can now profile people who listen to WZZZ AND subscribe to basic cable people who watch KBBB Prime Time OR KBBB Early Morning and people who view KAAA s 6PM News and have NOT watch KBBB s 6PM News The Traffic Light The Traffic Light will be green when your respondent base is large enough to calculate estimates accurately The light will change to yellow when the respondent base is low however the system will allow you to continue with the criteria I
113. ge Requirements e listened to the radio station listed to the left for at least five minutes to the daypart specified e viewed the television station listed to the left for at least five minutes to the daypart specified e received one of the last five issues of the daily newspaper or one of the last four issues of the Sunday paper listed to the left Use the following as a guide when interpreting the numbers Cume Persons The total number of different people unduplicated within the specified geography area and demographic who meet the qualitative criteria AND the minimum medium usage requirements Cume Rating The percentage of the total qualitative population unduplicated within the specified geography and demographic who meet the minimum medium usage requirements Percent of Media The percentage of a medium s audience within the target demographic and geographic area who meet the qualitative criteria Media Index The likelihood of the market audience within the specified demographic and geographic area meeting the qualitative criteria for the station or newspaper listed directly to its left Average Persons The number of persons within the geographic area and target demographic who meet the qualitative criteria AND the minimum medium usage requirements Average Rating The percentage of the total qualitative population within the target demographic and geographic area who meet the minimum medium usage requ
114. gender composition of this same group of people 52 4 Percent of all the up scale car owners are male Sex of respondent is male However 47 6 percent are females that s almost half Does the dealership wish to exclude that Sex of respondent is female much of its clientele from its advertising efforts Answer Advertising efforts would probably be better spent on a less male skewing message 121 QUALITAP User Manual Question Is it a correct assumption that only households of 75K or more own up scale cars Household income is 20 000 24 999 Household income is 25 000 29 999 Household income is 30 000 34 999 Household income is 35 000 39 999 Household income is 40 000 44 999 Household income is 45 000 49 999 Household income is 50 000 74 999 Household income is 75 000 99 999 Household income is 100 000 149 989 Household income is 150 000 22 9 Percent have a household income of 50k to that s more than the 75K or higher level Only 22 percent 21 9 of upscale car owners have a household income of 75 000 or higher Answer Perhaps the advertising campaign would yield better results if focused more towards more middle income households Summary Going into this selling situation the pre set target of advertising was Males 45 64 with a household income of 75K or higher After reviewing the informatio
115. ght that combo then click the Delete combo button If you would like to edit a combo click on that line then select Edit combo Demographic Profiles Clicking on the Options button will bring the different comboing options available Display combos and components and Display combos only If you select Display combos and components data will be displayed for both created combos and each individual combo component station Choosing the latter will result in data displayed for combo and non combo stations only suppressing the display of the individual combo components For combos to be displayed on the report make sure you click Use Combos for this run If the No combos for this run box is selected combos will be suppressed from the report Once all combo maintenance is complete click the OK button Stations This is where you will select which stations will be profiled You may only profile one station at a time The system will default to all stations being selected If you wish to keep this selection you need not enter this portion of QUALITAP If you would like to narrow the stations to be displayed on the report click this button and the Stations Selection menu will be displayed Stations Selection x Available You will see all stations have been placed in the Selected box To clear the selection click the Clear button To select the stations that will be included on t
116. he percentage of a station s total unduplicated audience that is reached by a particular schedule Persons Using Radio PUR The percentage of an area s population Persons 12 listening to radio during a specified time period Persons Using Television PUT s The number of people viewing all television stations including network independent public broadcast and cable channels during a given time period This reflects the total amount of people tuned to TV in general rather than to a specific program Primary Circulation The number of home subscriptions and newsstand sales of a particular publication Primary Circulation does not include pass along readership Prime Access The half hour time period immediately preceding network prime time Promo A brief announcement encouraging listeners or viewers to tune to a program on the station or network Rate The cost of advertising on in a media vehicle as defined by that media source Usually a rate is given to one unit such as one spot of air time one ad for a publication or one outdoor billboard Rate Card A listing distributed by a medium containing advertising cost issue dates closing dates mechanical requirements cancellation dates and circulation data Rating An estimate of the size of an audience expressed as a percentage of the total demographic or household population within a market One rating point represents one percent of the targeted pop
117. he report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified station move from the Available pool into the Selected pool indicating each will be included on the report You may use the Search option to search the station rosters for specific call letters Select All will quickly move all stations from the Available box to the Selected box indicating all have been selected for inclusion on the breakout If you have selected a station for inclusion on the report but would now like to remove it from the Selected pool highlight that station and click Delete It will then be moved back to the Available box Also you can now save groups of radio stations for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Load button Once your station selection is complete click the OK button 71 QUALITAP User Manual 72 TV Cable Inventory This is where you will identify what program station will be profiled You may only profile one program station at a time After clicking this button the TV Cable Selection window will appear TY Selection Available Selected KJJU M F 9
118. his button and to access the Newspaper Selection window Newspaper Selection Ayailable Selected CITYNAME MORNING NEWSIM SISTER CITY TELEGRAM MF NEW YORK TIMES M F USA TODAYIM F WALL STREET JOURNAL M F Select All OTHER DAILY NEWSPAPER M F CITYNAME MORNING NEWS SUN SISTER CITY TELEGRAM SUN NEW YORK TIMES SUN OTHER SUNDAY NEWSPAPER SUN CITYNAME MORNING NEWSISAT SISTER CITY TELEGRAM SAT OTHER SATURDAY NEWSPAPERISAT YE HHH You will see all newspapers have been placed in the Selected box To clear the selection click the Clear button To select the newspapers for inclusion on the report you will do one of the following Profiles e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection each identified newspaper moves from the Available pool into the Selected pool indicating each will be included on the profile Use the Search option to search the Newspaper database for a specific text string Select All will quickly move all newspapers from the Available box to the Selected box indicating all have been selected for inclusion on the report If you selected a newspaper for inclusion on the report but would like to remove it from the Selected pool simply highlight that line and click Delete It will then be moved back to the Available box Once
119. ic string of text Select All will quickly move all programs networks from the Available box to the Selected box indicating all have been selected for inclusion on the ranker If you have selected a program station for inclusion on the report but would now like to remove it from the Selected pool simply highlight that line and click Delete It will then be moved back to the Available box Also you can save groups of television cable programs for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group by accessing the Load button You can sort the listing of television cable programs for easier selection Click on the Sort by button and you will be given several sort options e Day Time sorts the programs first by the day of the week Mon Sun and then by the time of day starting at 6am regardless of station network e Time Day sorts the programs first by the time of day starting at 6am and then by the day of the week Mon Sun regardless of station network e Program Title sorts the programs alphabetically by the titles e Station Day amp Time sorts the programs alphabetically by the station network names then by the day of the week Mon Sun and then by the time of day starting at 6am e Station Time amp Day sorts the programs alphabetically by the station network names then b
120. imates focuses on tendencies of the targeted group of people we have turned off all other estimates except that for this example Profiles Question Should the buyer focus his her advertising on the 45 to 64 age cells Keep in mind that the number of categories which you can add the Percent of Top column to obtain a full allocation of 100 percent is limited to only those categories in which duplication is not possible i e Age amp Sex 23 6 Percent of those people Profile in this market who own or lease an upscale car are Age of respondent is 18 20 I between the ages of 35 and 44 That s almost one out of every Age of respondent is 21 24 i four Age of respondent is 25 29 Age of respondent is 30 34 Age of respondent is 35 39 141 32 Percent of the people in this market that own or lease an upscale car fall into the Age of respondent is 40 44 Age of respondent is 45 49 targeted demographic 2 Does this mean the advertiser does Age of respondent is 50 54 i not care about reaching the other 68 percent Age of respondent is 55 59 Age of respondent is 60 64 Answer Based upon the above information would this dealership s advertising efforts reach more potential clients if target age was broadened to 35 rather than concentrating on the 45 64 age cells Next question Is a complete focus on Males a smart advertising decision To answer this question let s examine the
121. ing any of the quarter hours contained within the displayed daypart for at least five minutes Adjusted Cume Persons The pure Cume Persons directly from quantitative ratings data multiplied by the Percent of Station The total number of people unduplicated within the geographic area who meet the qualitative criteria and listen to the current station listed directly to the left Adjusted Cume Rating The pure Cume Rating directly from quantitative ratings data multiplied by the Percent of Station The percentage of the total ARBITRON qualitative population who listen to the immediate station listed directly to the left In order for the most accurate and precise estimate to be derived calculations are carried out seven digits past the decimal point All reports reflect the result of this calculation Therefore when hand calculating numbers keep in mind that the result will more than likely not be identical to the report s data Rankers User Strategies The media portion of QUALITAP offers you multiple ways to position your station Use the following as a guide for suggestions on how to best use the Rankers portion of the system Utilizing the Various Ranking Options For this example we will use a Radio Ranker however this example may be used with television stations and cable networks in the same manner In the Ranker display below the sort order is Cume Persons the system default Hl Radio Ranker
122. int Note In Print Preview the Options Dialog is not available 29 Chapter 4 Quick Reports Quick Reports save you time by including graphs automatically and presenting them on the screen in the format that they will appear when you print them out When you know who you re targeting you can enter the criteria who the report is for a market client category or media audience With this information you can determine more about the people who meet your criteria For a general overview of the market leave the Criteria field blank Each of the following four modules provides a different insight IQP Reports basic lifestyle characteristics such as sex age Quick Reports Lx levels employment status occupations household income education number of children and home ownership IQP Reports Multi Media Rankers media usage rankings for radio and television stations and newspaper publications by market i MultiMedia Ranker Media Quintile helps determine how much your clients and prospects customers use specific media pa Media Quintile 5 Shopped vs Purchased where consumers go to shop and how i likely they will be to make a purchase Shopped vs Purchased NOTE If Qualitap has been configured for an Advertiser the Multi Media Rankers and Media Quintile buttons will not appear on the screen You can access these reports from the File gt New menu IQP Reports Instant Qualitative Pr
123. ion The rates will then be calculated for each station You can enter a Total Cost goal once spots have been assigned by typing in the budget for each station in the Total Cost column You may also assign CPP CPM or Total Cost goals to all stations by right clicking and selecting Global Assign Scheduling Television Tab From this display you schedule spots and enter rates if desired for the television portion of your campaign The schedule results will be listed for each program time period and for all programs combined as well as the campaign totals The information available is dependent upon the estimates you selected 63 QUALITAP User Manual Spots You may schedule spots by either of two methods you can enter them directly or have QUALITAP schedule the appropriate number of spots to attain certain goals e To schedule spots directly simply click on the appropriate line for each program under the Weekly Spots column and enter the desired number of spots To assign the same number of spots to each program click on the Television line and type in the number of spots you want for each program or right click and select Global Assign e To have QUALITAP schedule spots for you you may enter a goal for any of the following estimates Reach Effective Reach Net Reach GRP s Frequency Gross Impressions Effective Net Reach You may enter these goals per program by entering the desired level on each program s line in the appropriate
124. irements Market Persons The total number of different people unduplicated within the specified geography area and demographic who meet the minimum medium usage requirements In order for the most accurate and precise estimate to be derived calculations are carried out seven digits past the decimal point All reports reflect the result of this calculation Therefore when hand calculating numbers keep in mind that the result will more than likely not be identical to the report s data 37 QUALITAP User Manual Media Quintile Reports 38 Scarborough s quintile data can help determine how much your clients and prospects customers use specific media Quintiles are a five scale measurement in 20 increments of an individual s media usage The first quintile measures the heaviest use and the fifth quintile measures the lightest use Scarborough provides quintile information for television radio and newspaper representing the weight of viewership listenership and readership of a given target When using quintiles select your client s customer as the criteria or Who Look at the following example TARGET Shopped at Good Food Grocery in the past week Radio Television Newspaper Comp Index Comp Index Comp Index Ist Quintile 27 145 18 97 13 80 2nd Quintile 25 130 20 104 15 85 3rd Quintile 20 110 24 120 15 85 4th Quintile 15 80 19 100 25 138 5th Quintile 13 75 19 100 32 157 From this report we can conclude G
125. iteria simply highlight that line s and click the Delete button Combining Categories Using And Or Not options When selecting the categories for profiling you may combine qualitative characteristics using the And Or and Not options This means you can cross reference People who own a home AND the value of the owned home is 200K or higher with People who have NOT purchased furniture within the past year To successfully combine criteria 1 Make your initial category selection by double clicking on that category selection 2 After that criterion appears in the Selected Categories box single click on that line IN THE SELECTED CATEGORIES BOX so that it is highlighted shaded 3 Click the And Or Not button whichever one is applicable 4 Locate the category to be combined with the initial selection then double click on the desired category selection You will see that line in the Selected Categories box note the combined criteria Once you have selected all needed lines of criteria for the report click OK and you will be taken back to the Market Profile Setup screen The Market Profile Display Once all parameters for this report are set properly click the OK button and the Market Profile will be displayed E Market Target Profile Cityname Nov Dec 1997 Media Audit Ge Metro Survey Area Adutts 25 54 Geogepty _ Used VISA or Mastercard in past 6 months Criteria tie cae
126. ition Index Formula Cume Rating divided by Total Demographic Population Percentage Cume Rating Formula Cume Persons divided by the Total Population of that same Demographic Coverage Newspaper Magazine Formula Demographic Audience divided by the Demographic Universe Daily Time Spent Listening TSL Hours Min Formula Total Time Spent Listening divided by the number of days within the daypart Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 142 Media Terms and Formulas Effective Rating Points ERP s Formula Effective Reach divided by the Target Population Frequency Formula Gross Rating Points GRP s divided by Reach or Gross Impressions divided by Reach in persons Gross Impressions Formula Average Persons multiplied by the Number of Spots Gross Rating Points GRP s Formula Reach multiplied by Frequency Household Rating TV Formula Household Audience divided by the Household Universe Households Using Television HUT s Formula Households Rating divided by Share Index Formula Variable divided by the Base such as a station s Cume Composition divided by the Total Demographic Population Composition Percent of Cume Formula Reach divided by Cume Reach Radio Formula Gross Rating Points GRP s divided by Frequency Readers Per Copy Formula Publication Readers Audience divided by Publication Circulation Time Spent Listening TSL Formula Average Quarter Hour Persons multi
127. k to the Market Geographic Breakout setup screen Criteria This is where you will define who what group of people will be analyzed See Chapter Two for a complete walk through of defining qualitative criteria Geography Here you will define the geographic area you wish to analyze Although this is a geographic based report you still must define the area you wish to analyze i e DMA Metro or specific counties zip codes This system will then use that specified area as its universe The system will default to the DMA Survey Area If you wish to keep this setting you do not need to enter this portion of QUALITAP To redefine the geographic focus of the report you will click this button Please refer to Chapter Two for a complete walk through of defining a geographic area The Geographic Breakout Display Once all parameters for this report are set properly click the OK button and the Geographic Breakout Profile will be displayed P Market Breakout Cityname Nov Dec 1997 Media Audit Geography Metro Survey Area duts 25 54 Used VISA or Mastercard in past 6 month Criteria Counties ranked by of County Coverage Coverage Total Persons Inl percentage of county at Index Persons Rating County 167 300 11 2 194 500 a 3 154 100 10 3 194 200 3 _ COUNTY6 34 000 23 44 600 4 J county 5 5700 0 4 7 700 5 COUNTY4 26 500 1 8 36 300 6 COUNTY 3 13 300 0 9 18 400 7 COU
128. k to the Total Market Profile Setup screen 115 QUALITAP User Manual Demo The system s demographic default is Adults 18 If you wish to keep this demographic selection you do not need to enter this portion of the system To redefine the demographic focus of this report you will click this button The Demo Selection screen will then be displayed Identify the desired demographic in one of the following ways e Click on the desired gender starting and ending age cells then click the OK button e Double click on the demo among the listed demographic targets in the Favorite Demos window To save a defined demographic target to the Favorite Demos so that it may be retrieved at a later time define the gender and age then click the Add to Favorites button Criteria This is where you will define the qualitative aspects of the radio station s audience if any Please refer to Chapter Two for a complete walk through of defining qualitative criteria Geography Here you will define the geographic area universe which will be used on the report The system will default to the DMA Survey Area If you wish to keep this setting you do not need to enter this portion of QUALITAP To redefine the geographic focus of the report you will click this button Please refer to Chapter Two for a complete walk through of defining a geographic area Selecting the Profile s Categories Identifying what you wish to know about the target
129. l Description Counties Respondents Geography Respondents Carroll GA Fayette GA 22 Floyd GA Load G Gordon GA Greene GA 1 Gwinnett GA 136 Habersham GA 4 zi Total Counties Available Respondents 523 In the Available Survey Areas box double click on the area you wish to use i e DMA or Metro If you wish to select specific counties or zip codes as the report s geographic benchmark single click on the appropriate button This will bring the components of that selection to the lower left box along with the number of respondents each contains You are now ready to select which counties or Zip Codes you wish to include You may do this in one of the following ways e Double click on each component e Drag the cursor over a group of selections then click the Add button As you make each selection you will see that component s move to the right box indicating it has been selected If you wish to remove deselect a previously chosen component s highlight that selection then click the Remove button It will then be moved back to the left box The respondent count in the bottom right corner will reflect the number of actual people who live in the respective county zip code and participated in the actual survey The respondent count must be 35 or above to be operational Saving and Retrieving County Zip Code Groups If you would like to save a selected group of counties zip codes identify all components to
130. l Persons in County Zip Code Reflects the total demographic population for the county zipcode regardless if the qualitative criteria are met Mapping This feature allows you to generate desktop quality maps detailing the geographic composition of specific qualitative criteria In addition you may customize the aesthetic qualities of the map in multiple ways You must first bring to screen the Geographic Breakout report table Once at this display click on Options on the Windows taskbar select Mapping then click on Map The map will then be generated and displayed Once the map is displayed on screen you may customize the look of the map Do this by clicking Options and selecting Mapping Options This will bring the Map Configuration window to screen where you will make all aesthetic modifications This window contains four sections each represented by a tab Options Tab Display Polygon Names Where you can toggle on off the actual names of the map s counties or zip codes Display Polygon Values Where you can toggle on off each counties zip code s estimate Display Grid Places a grid behind the map s display Color Scheme Choose between a Quintile five color or Turtile three color based display You will define the actual colors for the chosen display at the Colors window Choose Polygon Font Where you will choose the font in which each item and estimate of the map s data will be displayed Percentage This determi
131. lable The question asked on the survey which determines Listened Most Often Estimates is To which one radio station did you listen most often during the past week Therefore using Listened Most Often Estimates will result in smaller cume persons numbers Although this does not reflect listening exclusivity these estimates may be used as an indicator of listener loyalty Multi Market Crosstab Check this box to open the Multi Market Cross Tab Setup window See the section Multi Market Cross Tab later in this chapter Criteria This is where you will define the qualitative aspects of the radio station s audience if any Keep in mind you may not wish to include qualitative criteria see section 6a 2 Cross Tab Guidelines See Chapter Two for a complete walk through of defining qualitative criteria Geography Here you will define the geographic area universe which will be used on the report The system will default to the DMA Survey Area If you wish to keep this setting you do not need to enter this portion of QUALITAP To redefine the geographic focus of the report you will click this button Please refer to Chapter Two for a complete walk through of defining a geographic area Demo The system s demographic default is Adults 18 If you wish to keep this demographic selection you do not need to enter this portion of the system To set the demographic focus of this report you will click this button The Demo Sel
132. lation 67 3 You have the ability to change any of the report s parameters i e criteria geography etc on the fly Do this by clicking on the various buttons listed in the header of the ranker or by accessing the Edit button on the Windows Tool Bar Also you may re rank the report s data based upon a different estimate with one click of the mouse Simply click on that estimate s column header The system will then automatically adjust accordingly the stations ranking order To copy information directly from the displayed report to the Windows Clipboard drag the cursor over the data to be copied As you do this the system will highlight the identified information After all needed information has been highlighted click the Edit button located on the Windows Toolbar and select Copy The information will then be copied immediately to the Clipboard and may now be placed in another document If you have multiple modules open don t forget that the cascading and tiling options are available within the Window s option on the Windows Tool Bar See Chapter One for more information and illustrations of these options Printing a Demographic Profile You have several printing options available to you For a detailed walk through of all printing and charting options please refer to Chapter Eleven Printing and Graphing To print the basic report what you see on the screen do one of the following e Click the Print
133. lay combos and components data will be displayed for both created combos and each individual combo component station Choosing the latter will result in data displayed for combo and non combo stations only suppressing the display of the individual combo components For combos to be displayed on the report make sure you click Use Combos for this run If the No combos for this run box is selected combos will be suppressed from the report Once all combo maintenance is complete click the OK button TV Inventory Inventory selection has two functions selecting the programs networks available for profiling and selecting the specific program network to be profiled You may only profile one program at a time Click on the TV Inventory button to select which programs networks will be available for profiling After clicking this button the TV Cable Selection window will appear 113 QUALITAP User Manual 114 Available Selected KJJJ M F 74 94 a ol RODD 7A Sh an pane Cca KIII M F 7A 3A Select All J KKKK M F 74 94 KCCC M F 74 94 Add J KFFF M F 74 94 KAAAM F 7A SA Delete NIK Nick Jr KAAA M F 94 3P Clear KBBB M F 94 3P KCCC M F 9A 3P amen KDDD M F 94 3P KEEE M F 94 3P_ d J KFFF M F 94 3P Loa KIII M F 94 3 Save KJJJ M F 9A 3P KKKK M F 94 3P Sort by KAAA M F 3P 4P KBBB M F 3P 4P IKCCC M F 3P 4P IKDDD M F 3P 4P_ IKEEE M F 3P 4P KFFF M F 3P 4P_ jd All programs n
134. le will be displayed either on the top of the map s display or at the bottom of the map Justification How the title text will be justified Foreground Controls the color in which the title text will be displayed Background Where you will select the color in which the title will be displayed Window The amount of spacing allotted for the title box proportion Choose Font Where you will select the font in which the title will be displayed Once you have made all modifications click OK to go back to the Map display To close the map and return to the Geographic Report do one of the following 88 Geographic Break outs e Click on the X in the top right corner of the mapping window Windows 95 users e Press Control and the F4 key simultaneously e Click on Options Mapping User Strategies This section focuses on the application of the information contained within this section of the system to specific sales situations The examples used refer to a medium i e cable radio television However the referenced medium was selected randomly and other media may be used in its place TAPSCAN clearly does not mean this to imply that the immediate report or Qualitap is made specifically for that medium Let Geographic Profiles geographically qualify your audience to be considered for participation in an advertising buy It s very simple Uncover Common Geographic Characteristics between the Target Group and Your Audience
135. licking the Add button See the following section on a walk through of adding a time period Rate This reflects the cost to an advertiser if a commercial is aired during the program To edit this entry Getting Started double click on the line then enter the appropriate rate Press Enter once the correct edit has been entered Buttons on the Programming Database Use the buttons displayed at the top of the database to perform various functions Add Inventory This is where you will create additional station programming for storage within the TV Database This programming will be used throughout the QUALITAP System After you click this button the Add Qualitative Inventory box will appear Add Qualitative Inventory x Times som __ Here you will define all pertinent information about this program Click on each of the displayed buttons to accomplish this Station This field indicates the station on which the program airs To select the stations double click on the appropriate line and the Qualitative Stations menu will be displayed Qualitative Stations x KNNN OTHER REGULAR TY To select the station choice highlight that station then click the OK button Time Definition This box displays the day time components of the program Double click on this button and the Time Entry box will be displayed 11 QUALITAP User Manual 12 Shade days to in
136. markets from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or survey highlight that line then click the OK button alternatively you may simply double click on the desired market survey line Combos To create and maintain station combos you will enter into this portion of the system After activating this option the Combo Maintenance screen will appear At this screen all previously created station combos will be listed in the Combos box with the corresponding station components for each combo listed in the Stations box To add a combo click the Add combo button This will bring the Create a Combo box to screen You will define the new combo in one of the following ways e Click on the desired station then click the OK button e Double click on each desired station then click the Add button e Drag the cursor over a group of stations then click the Add button Once you have identified all of the combo s components click the OK button If the station selection is more than 30 characters long you will be prompted to enter a Combo name Type in that text then click the OK button You may customize any combo s name by clicking on that combo highlighting the combo name field and entering the revised name To delete a previously created combo highli
137. me surrounding the prime time broadcast hours Gross The cost of advertising before agency commission and any discounts are applied Gross Impressions The total amount of exposures an advertising message will receive This does NOT indicate the number of different people the message will be exposed to Gross Rating Points GRP s The total accumulation of average rating points a schedule will yield each rating point representing one percent of the population Hiatus A scheduled period of time in which advertising activity ceases Households Using Television HUT s The number of homes in a particular market that use at least one television set during a specific period of time Index A ratio in percentage terms which indicates the likelihood of a particular medium to meet a specified goal or criteria An index score is graded using 100 as the benchmark An index of 123 indicates a 23 percent more likelihood of meeting specified criteria An index score of 88 shows a 12 percent less likelihood of that medium to meet the specified criteria 137 QUALITAP User Manual Insert A preprinted advertisement supplied by the advertiser An insert is usually printed on different paper and or different color reproduction that is superior in quality to that of the rest of the publication An insert is bound or tucked into a publication Insertion Order A written order from an advertising agency that authorizes
138. me you select a different set of stations the Impact Report recalculates and displays the new information Understanding the Impact Report s Graph The default graph is a pie chart with three separate colored pieces that display the target duplicated and non target audiences The graph can show either Percentages or Persons numbers by selecting the option from the mode box To view a different graph select one from the Chart menu or with the right click of your mouse 28 Impact Reports Persons that match your Demo Criteria and selected station s but do not listen to your target TARGET 10 21 DUPLICATED 16 290 beat NON TARGET 38 140 Persons matching your Demo and Criteria that listen to your target station and at least one other station Printing an Impact Report The Impact Report prints similarly to its appearance on your monitor When your criteria or non target station list is longer that what can appear on one page an additional page is printed For a detailed walk through of all printing and charting options please refer to the Printing and Graphing chapter To print the report e Click the Print button located on the QUALITAP Tool Bar e Click on the File button located on the Windows Tool Bar and then select the Print option You can then choose to preview the report to see how the printout will look once the report is generated by clicking Print Preview or directly print the report by clicking Pr
139. mographic and geographic area of meeting the qualitative criteria Average Persons The number of persons within the geographic area and target demographic who meet the qualitative criteria AND listen to the station listed directly to the left for at least five minutes during any of the quarter hours contained within the selected daypart Average Rating The percentage of the total qualitative population within the target demographic and geographic area who listen to the station listed directly to the left for at least five minutes during any of the quarter hours contained within the specified daypart Average Reader The number of people within the selected demographic and geography that meet the qualitative criteria who received the most recent edition of this newspaper Adjusted Average Persons The pure Average Persons directly from quantitative ratings data multiplied by the Percent of Station This estimate reflects those people within the demographic and geographic universe who meet the qualitative criteria and listen to the immediate station listed directly to the left for at least five minutes during any of the quarter hours contained within the selected daypart Adjusted Average Rating The pure Average Rating directly from quantitative ratings data multiplied by the Percent of Station The percentage of the total ARBITRON qualitative population who listen to the station listed directly to the left dur
140. mplete explanation of the traffic light s functions To add an And statement click the And button then select the additional criteria in the same manner as you did the initial line of criteria You will then see the added qualitative definition s displayed in the criteria box and the number of respondents more than likely reduced The Or Option Lets you broaden the qualitative scope which increases the number of respondents When you add an Or statement to existing criteria you are broadening your target therefore increasing the respondent base For example if I have selected HH income of 75K or higher as my first line of criteria and now wish to add Or owns a home I am now looking at three different groups of people e People who have a household income of 75 000 or higher e People who own their home e People who have a household income of 75K or higher AND own their home To add an Or statement click the Or button then select the additional criteria in the same manner as you did when selecting the initial criteria You will see the added qualitative definition s added to the criteria box and the number of respondents more than likely increased 21 QUALITAP User Manual The Not Option The NOT button allows you to add a line of criteria that you do NOT want your target to achieve The following is an example of how this option may be used Suppose I wanted to target people who have bought
141. n and then click on the desired station from the drop down list Combos To create and maintain station combos you will enter into this portion of the system After activating this option the Combo Maintenance screen will appear listing all previously created station combos in the Combos box The corresponding station components for each combo are listed in the Stations box To add a combo click the Add combo button This will bring the Create a Combo box to screen You will define the new combo in one of the following ways e Click on the desired station then click the OK button e Double click on each desired station then click the Add button e Drag the cursor over a group of stations then click the Add button Once you have identified all of the combo s components click the OK button If the station selection is more than 30 characters long you will be prompted to enter a Combo name Type in that text then click the OK button You may customize any combo s name by clicking on that combo highlighting the combo name field and entering the revised name To delete a previously created combo highlight that combo then click the Delete combo button If you would like to edit a combo click on that line select Edit combo then make the appropriate change Clicking on the Options button will bring the different combo options available Display combos and components and Display combos only If you select Disp
142. n placed in the Selected box To clear this selection click the Clear button To select the newspapers for inclusion on the ranker you will do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified newspaper moved from the Available pool into the Selected pool indicating its inclusion on the ranker You may use the Search option to search the Newspaper database for a specific string of text Select All will quickly move all newspapers from the Available box to the Selected box indicating all have been selected for inclusion on the ranker If you have selected a newspaper for inclusion on the report but would like to remove it from the Selected pool simply highlight that line and click Delete It will then be moved back to the Available box Also you can save groups of newspapers for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Load button Once your newspaper selection is complete click the OK button Estimates If you wish to hand pick the estimates to be displayed on the schedule click this button and the Multi Media Estimates Menu will be displayed 61 QUALITAP User M
143. n that you provided from Profiles the advertiser should have a more enhanced understanding of different lifestyle characteristics common among his her clientele Providing the non bias information will automatically lend to your credibility The logical assumption and final conclusion will more than likely be the buyer widening his or her target to reflect what the data has shown he she should target thus opening the door for your station to get in on the buy An excellent complement to this profile report is to profile your station Radio TV Cable Profile with no criteria and using the same categories you used when profiling the target group of people Once that information is derived you can highlight the similarities between the targeted group of people and your audience This will give you the statistics necessary for a more powerful presentation 122 Highlight Media Usage or Non Usage Profiles Profiles can be extremely powerful when wanting to accent media habits of a targeted group of people Viewing the data from various angles can add a strategic spin on your presentation Lets look at the following scenario Scenario You are attempting to persuade an advertiser to move dollars from print to invest them on your station You need more ammunition than just People don t read newspaper advertisements How can QUALITAP help Answer Use Profiles to uncover newspaper readership The following is a Mark
144. nd qualitative survey being used the current data path the available markets and the corresponding surveys from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new path Click the OK button once complete or simply press Enter To select the market and or Nielsen survey highlight that line then click the OK button alternatively you may simply double click on the market survey line TV Inventory This area of QUALITAP is very important since it is here where you will create store and manage all TV and Cable programming inventory for use throughout the QUALITAP System f you do not wish other users to have access to this portion of the system you should establish _a system password The nventory Database will be displayed after you select this button which will list all previously stored programming Inventory Database Add Inventor Delete Save Sort Options Recompute tems T Staion o KAAA Mo Fr 7 00a 9 00a Mo Fr 7 00a 9 00a Mo Fr 7 00a 9 00a Mo Fr 7 00a 9 00a Mo Fr 7 00a 9 00a Mo Fr 7 00a 9 00a Mo Fr 7 00a 9 00a Mo Fr 7 00a 9 00a Mo Fr 7 00a 9 00a Mo Fr 7 00a 11 00a Mo Fr 9 00a 3 00p Mo Fr 9 00a 3 00p Mo Fr 9 00a 3 00p Mo Fr 9 00a 3 00p Mo Fr 9 00a 3 00p Mo Fr 9 00a 3 00p Mo Fr 9 00a 3 00p Mo Fr 9 00a 3 00p Mo Fr 9 00a 3 00p The programming database is divided into the following four columns each reflec
145. ne the geographic area universe which will be used in the report The system will default to the DMA Survey Area If you wish to keep this setting you do not need to enter this portion of QUALITAP To redefine the geographic focus of the report click this button Please refer to Chapter Two for a complete walk through of defining a geographic area Demo The system s demographic default is Adults 18 If you wish to keep this demographic selection you do not need to enter this portion of the system To set the demographic focus of this report click this button The Demo Selection screen will be displayed Identify the desired demographic in one of the following ways e Click on the desired gender starting and ending age cells then click the OK button e Double click on the demo among the listed demographic targets in the Favorite Demos window To save a defined demographic target to the Favorite Demos box so that you may retrieve it at a later time define the gender and age then click the Add to Favorites button Combos To create and maintain station combos you will enter into this portion of the system After activating this option the Combo Maintenance screen will appear At this screen all previously created station combos will be listed in the Combos box with the corresponding station components for each combo listed in the Stations box To add a combo click the Add combo button This will bring the Create a C
146. nes the amount of space between the map and its legend Once you have made all modifications on this tab click Apply then click on the next tab you wish to go 87 QUALITAP User Manual to or click OK to go back to the Map display Colors Tab This is where you will establish the actual colors used on the map Set the colors of the color scheme chosen at the Options Tab you are using only Note that the colors within the Quintile and Turtile boxes are segregated from Cold to Hot Cold being the lowest ranking county zip code Hot being the highest ranking The Other Colors box Text color in which the names and estimates are displayed Background color of the body of the map and legend Polygon Pen color separating each county zip code from the next Frame Pen color of the map frame Grid Pen color in which the map s grid if turned on is displayed Once you have made all modifications on this tab click Apply then click on the next tab you wish to go to or click OK to go back to the Map display Features This is where you may turn on or off the map s legend and or title Once finished click Apply and click on the next tab you wish to go to Click OK to go back to the Map display Title This tab holds the settings that control the design of the map s title Text Field Houses the map s title text To input a title place the cursor in this field and type in that text Placement Controls where the tit
147. ng used Clicking on this button will bring to screen the current data path the available markets and the corresponding surveys from which you may select To change the data path click the Browse button then double click on the appropriate drive and path of that new data Click the OK button once complete or simply press Enter To select a market and or qualitative survey highlight that line then click the OK button alternatively you may simply double click on the market survey line Use Listened Most Often Estimates This option is only available with certain data such as International Demographics Media Audit and Griffin Data This option only pertains to radio listening If this field is grayed out the option is not available The question asked on the survey which determines Listened Most Often Estimates is To which one radio station did you listen most often during the past week Therefore using Listen Most Often Estimates will result in smaller cume and average persons numbers Although this does not reflect listening exclusivity these estimates may be used as an indicator of listener loyalty Prizm Survey If you are using a national survey you will need to select a Prizm survey to produce local market data To select a survey click on this button and the Choose Market and Survey menu will be brought to screen that will display the Prizm data path usually the same as your Arbitron data and the available
148. not be included on that report To select a different graph for a Quick Report close the Print Preview window and select a graph from the Chart menu Printing the How to read information By default the Effective Media is printed on the Multi Media Ranker and Quintile reports You can replace the Effective Media with the How to read information by following these steps zr Click Exit to close the Print Preview window 2 FTE nee the Quick Reports Mode Select a graph from the Chart menu 4 Click the Print button 3 Chart 41 QUALITAP User Manual Effective Media ass dee Ea G59 560 140 GLS AEU Ist highesl radio quenile Ist fighest Lelevision quintile ist highest newspaper quintile How to read this report Current Criteria reaches 50 965 Adults 15 wha meat the criteria on the lef as wall as the qualtatiee criteria described ahowe These tanget adults rspresant 170 0 of tae adults ho maat the crtens on the laf and 21 9 of the parsons ho maat the quaitatives citada Persons who meel the ceteris on the lef we equally ikete lo meel the qualitative criletia with the sverege aduk in the maket Printing Quick Reports without graphs To print the table without a graph 1 Click Exit to close the Print i Preview window BEE HE Click the lower X in the upper 2 right hand corner to close the graph window 3 E Click Print Saving Printed Reports You can save Qualitap reports to you
149. nt to print specific lines of a report you must identify these lines PRIOR to entering the print routine You may do this in one of two ways 1 Click Options highlight the Tag option then select one of the pre configured selections 2 Simply place the cursor in the first column of the spreadsheet then simply single click on each line you wish to select As each line is marked you will see an asterisk placed in its first column You may print this report in one of the following ways e Click the Print button located on the QUALITAP Tool Bar e Click on the File button located on the Windows Tool Bar then select the Print option The Print Options Menu will then be brought to screen Print Options Ea Prirter HP DeskJet 8800 Series Printer on LPT1 m Print Range Entire document Sdered pases Assembly Pages Copiez _ a Mo Ta i l Collate copies Special Instructions Print monochrome on colos printer Here all print settings will be displayed This display may vary depending upon the printer being used If you need to change the printer selection click the Setup button then perform all printer maintenance as normally done within any Windows environment Print Range Where you will determine what is printed This will default to all pages of the report being printed If you would like to print only a specific range number of pages click on the Pages field and enter the page range to
150. ntenance is complete click the OK button Stations This is where you will select which stations will be included on the report The system will default to all stations being selected If you wish to keep this selection you need not enter this portion of QUALITAP If you would like to narrow the stations to be displayed on the report click this button and the Stations Selection menu will be displayed Available KBBB FM KCCC AM Cancel KDDD FM ee KEEE AM Select All KFFF FM KGGG FM Add KHHH FM KII AM Delete KJJJ FM KKKK AM Clear KLLL AM KMMM FM Seach KNNN FM KOOO AM Poa KPPP FM KQQQ FM Save KRRR AM KRRR FM KSSS AM KTTT FM KUUU FM KVVV AM KVVV FM KwAww FM Be You will see all stations have been placed in the Selected box To clear the selection click the Clear button To select the stations that will be included on the report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each choice you will see each identified station moved from the Available pool into the Selected pool indicating each will be included on the ranker You may use the Search option to search the station rosters for specific call letters Select All will quickly move all stations from the Available box to the Selected box indicating all have been select
151. ofile Reports produce a graphical printed report listing several pre selected general categories profiling the market radio stations television cable programming or newspapers These reports produce the same information as with the Profile program but are quick to access and print and are set up in an easy to read format with eye catching clipart for key categories The categories included are age sex income employment status occupation education number of children and home ownership After clicking the IQP button the Target Profile Menu will be displayed Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 31 QUALITAP User Manual 32 IQP Total Market profile a specific qualitative group RRRYZEratrar x of people regardless of media habits You may also profile an entire geographic population without setting 9 IQP Total Market any qualitative parameters IQP Radio Report profile a specific radio station s IOP Raco Rapet audience with or without qualitative measures IQP TV Report find common characteristics of a xel IOP Tv Repail qualitative or non qualitative TV Cable audience IQP Newspaper Report uncover the lifestyle IQP Newspaper Repot characteristics of a newspaper s readers oF After you select an IQP Report you will be taken to the Instant Qualitative Report Setup screen Instant Qualitative Report x Market Survey Piyname Mar97 Fe
152. ogram Save Automatically saves all modifications that have been made to the TV Cable Inventory Sort Options Click this button to re sort the order in which programming dayparts are listed After you click this button the Sorting Options window will appear La Program Title Station Day amp Time Cancel Station Time amp Day Select the sort choice you wish to activate and click the OK button or simply double click on your selection You will then be taken back to the Inventory Database Re compute Items After changes have been made to the Inventory Database it is important to re compute the inventory information so that all edits and modifications are properly stored Depending on the amount of programs that you have stored this process only takes a few seconds 13 QUALITAP User Manual Inventory Import The import inventory feature is useful when you custom create a lot of your own programming in inventory and you receive a new survey Instead of having to re create all of the custom programs again you can simply import the inventory from your previous survey to the latest survey To import inventory 1 Click Setup 2 Select the Inventory Maintenance page tab 3 Click the Market Survey button and select the survey containing your custom inventory 4 Click the Inventory button to verify that this inventory is the inventory that you want copied 5 Click Import Inventory 6 Selec
153. ombo box to screen You will define the new combo in one of the following ways e Click on the desired station then click the Add button e Double click on each desired station e Drag the cursor over a group of stations then click the Add button Once you have identified all of the combo s components click the OK button If the station selection is more than 30 characters long you will be prompted to enter a Combo name Type in that text then click the OK button You may customize any combo s name by clicking on that combo highlighting the combo name field and entering the revised name 47 QUALITAP User Manual 48 To delete a previously created combo highlight that combo then click the Delete combo button If you would like to edit a combo click on that line then select Edit combo Clicking on the Options button will bring the different combo options available Display combos and components and Display combos only If you select Display combos and components data will be displayed for both created combos and each individual combo component station Choosing the latter will result in data displayed for combo and non combo stations only suppressing the display of the individual combo components For combos to be displayed on the report make sure you click Use Combos for this run If the No combos for this run box is selected combos will be suppressed from the report Once all combo mai
154. onents data will be displayed for both created combos and each individual combo component station Choosing the latter Multi Media Scheduling will result in data displayed for combo and non combo stations only suppressing the display of the individual combo components For combos to be displayed on the report make sure you click Use Combos for this run If the No combos for this run box is selected combos will be suppressed from the report Once all combo maintenance is complete click the OK button Radio Stations This is where you will select which stations will be included on the report The system will default to all stations being selected If you wish to keep this selection you need not enter this portion of QUALITAP If you would like to narrow the stations to be displayed on the report click this button and the Stations Selection menu will be displayed Stations Selection x Available Ca Cancel J Select All J TV Stations This is where you will identify what programming will be included on the ranker For instructions on how to setup and maintain the programming inventory database please refer to Chapter One After clicking this button the TV Cable Selection window will appear TY Selection Available KEE MF 3P 4P KFFE M F SP 4P Q You will see all programs networks have been placed in the Selected box To clear the selection click the Clear button To s
155. ood Food grocery shoppers are more likely to spend more time with radio than with television and they read newspapers rarely Good Food Grocery Store is a great prospect for radio and television advertising These are the media that will be most effective at reaching Good Food customers Another way to utilize the quintile data is to target a demographic group If you are trying to reach Men Age 18 49 use this group as your target to determine their propensity to use certain media Starting Media Quintile Reports 1 Click Quick Reports 2 P Click Media Quintile Setting up Media Quintile Reports 1 Verify that the most recent survey preferably a one year survey is selected 2 Use Adults 18 3 Click the Criteria button to select who you would like to run the report for e Click the Search button on the upper right of the Setup window and type in the name of the client you wish to analyze e TIP This is a text sensitive search Keep your search as broad as possible For example type in Miller instead of Miller Genuine Draft Light Do not include s endings in your search Quick Reports 4 Create a title that will appear at the top of the printed report Optional 5 Click the OK button in the top right of the Setup window How to read Media Quintile Reports The five quintiles are determined based on different criteria for each medium Viewership readership and listenership levels will vary by market and by
156. or TV program 139 QUALITAP User Manual Spots A commercial one unit of air time Standard Newspaper A large sized newspaper that is usually eight 8 columns wide Sweeps The different times Nielsen conducts the actual surveying of a market s TV viewing habits Syndicated Program A program that is purchased by an advertiser or station from an independent organization that is not a network Tabloid A tabloid is usually about half the size of a standard newspaper and measures about 5 to 6 columns wide and 200 lines deep Tag An identification of the advertiser which is usually added to the end of a commercial to advise listeners viewers where the product that is advertised can be purchased Tear Sheets Pages that are removed from a publication to provide proof that an advertisement was run Time Spent Listening The number of quarter hours spent listening to a particular station by the population group being analyzed Total Audience Plan TAP A radio schedule consisting of announcements which air in all major dayparts 140 Traffic The department in radio television stations publications and advertising agencies that handles schedule instructions and commercial materials Turnover The ratio that indicates the frequency with which an audience of a media vehicle changes turns over over a period of time Vehicle Anything capable of exposing an advertising message to consumers
157. orts without black backgrounds 15 QUALITAP User Manual 16 QualiraP Radio Station Rank Report Bimingham Sept 95 Mar6 1996 Scarborough Daypart Mon Sun 6am Mid This report does not have the black background header fields Check this box to create reports without black backgrounds The default printout will have all column headers with a black background To change to a white background place an X in this box Non Graphical Reports If you wish to print reports in a format where all graphical displays are removed select this box This format promotes clear and clean faxing Split Reports Turning on this option will allow you to display a graph and report table side by side on the printout NOTE When this option is activated you will not see any visible changes on the computer screen this report format will only be realized when you Print or Print Preview Steps to activate this option Generate a report for example a Radio Ranker Once the report is on screen click Chart and select the graph you wish to use Once the graph is on screen make any modifications you wish to apply such as patterns or customized labels and title Click the Print button If you wish to see how the report will look before actually printing the report select Print Preview Landscape If you want to print a report in a landscape format mark thi
158. osen after completing the Multi Market List Each survey you selected for your Cross Tab is listed Criteria Survey Selection xi Pick a survey to select criteria from Atlanta Aug98 Jan99 Scarborough Birmingham Mar98 Feb99 Scarborough OK 103 QUALITAP User Manual 104 Select a market and survey based on the particular Criteria you want to profile e The respondents are asked different questions resulting in different Criteria for each Survey One Survey may have the Criteria you need while another may not e Ifthe Category is not available for your additional market s no qualitative information will be provided for them Click OK or press Enter after selecting the Criteria Survey Estimates Select what data will be available for analysis NOTE This selection determines what estimates will be printed on the report however you can change this selection after the Cross Tab is displayed Demo The system s demographic default is Adults 18 If you wish to keep this demographic selection you do not need to enter this portion of the system To set the demographic focus of this report you will click this button The Demo Selection screen will then be displayed Gander StatroAge Ending Age C Men C 19 C 24 Cancel C25 C3 Adal 16 Women Adal 25 54 Identify the desired demographic in one of the following ways e Click on the desired gender starting and ending ag
159. otal Population 66 6 1 gt N Persons Coverage Composition Index Cross Tabs Each of these tabs represents a specific estimate You will see there are five layers of information which may be displayed The system defaults to Persons To switch to another estimate simply click on that tab It is very important to have a clear understanding what each estimate on this screen means Refer to section 8 of this chapter for a complete definition of each Keep in mind that if you set qualitative criteria at the setup window data reflected on this screen has met those criteria as well as the criteria of the Columns and Rows 107 Chapter l 0 Profiles An essential part of the QUALITAP System is the ability to learn different lifestyle characteristics of a particular group of people in other words the ability to profile Shopping habits product consumption and media usage are just a sampling of different areas of information you may learn about a targeted group of people After clicking on the Profile button from the QUALITAP Tool Bar the Target Profile Menu will appear Market Profile Setup appears when configured as an agency giving the following options Market Profile profile a specific qualitative group of people Target Profile Menu x in one or more markets regardless of media habits in one report You may also profile an entire geographic population without setting any qualitative parameters
160. ou will see each identified program station move from the Available pool into the Selected pool indicating each will be included on the breakout You may use the Search option to search the TV Cable database for a specific text string Select All will quickly move all programs networks from the Available box to the Selected box If you previously selected a program station for inclusion on the report but would like to remove it from the Selected pool highlight that line and click Delete It will then be moved back to the Available box Also you can save groups of TV Cable Programs for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Load button You can sort the listing of television cable programs for easier selection Click on the Sort by button and you will be given several sort options e Day Time sorts the programs first by the day of the week Mon Sun and then by the time of day starting at 6am regardless of station network e Time Day sorts the programs first by the time of day starting at 6am and then by the day of the week Mon Sun regardless of station network Geographic Break outs e Program Title sorts the programs alphabetically by the titles e Station Day amp Time sorts the programs alphabetically by the station network names then by the day of the week
161. own the left side of the table Use the Up Down arrows displayed on the right side of the screen to bring to screen other categories If you Quick Reports added a custom selection category at the setup screen it will be listed as the last item You may change any of the pre set report s parameters by clicking on the various buttons listed in the header of the report or by accessing the Edit button located on the Windows Tool Bar To copy information directly from the displayed report to the Windows Clipboard drag the cursor over the data to be copied As you do this the system will highlight the identified information After all needed information has been highlighted click the Edit button located on the Windows Tool bar and select Copy The information will then be copied immediately to the Clipboard and may now be placed in another document If you have multiple modules open don t forget that the cascading and tiling options which are available within the Window s option on the Windows Tool Bar See Chapter One for more information on these options How to Read IQP Reports The pre selected categories are listed in two columns If you added a custom selection it will be listed at the bottom of the right column The estimate used is that which was selected at the setup screen Use the following as a guide when interpreting the data on the Market Report Keep in mind the estimates on the report are only representative of peopl
162. ows area Use the following buttons to establish the focus of the Rows After clicking the Rows button you will be taken to the Categories Setup Screen where you will identify those aspects you wish to include on the Cross Tab s Row area You may select qualitative lifestyle information geographic residency or media habit information for radio television or newspaper Note If you are using a database in which you define your television inventory and wish to make changes or additions you will need to go to the Inventory Maintenance section of Setup to make those changes Much like when you are building qualitative criteria the first step in selecting qualitative aspects for the Cross Tab is to identify the classification that contains the desired category You may scroll through the different classifications by using the up and down arrow keys displayed on the right side of the box To select the classification single click on that line After you have clicked on a Classification the Category box will display the categories contained therein Click on the desired category and the different lines of criteria contained within the specified category will be displayed in the box below the Category box You are now ready to identify what qualitative aspects you wish to include within this Cross Tab s Rows Do this in one of the following ways e Double click on the desired selection e Click on the desired selection then click the Add
163. ox is selected combos will be suppressed from the report Once all combo maintenance is complete click the OK button Stations This is where you will select which stations will be profiled You may only profile one station at a time The system will default to all stations being selected If you wish to keep this selection you need not enter this portion of QUALITAP If you would like to narrow the stations to be displayed on the report click this button and the Stations Selection menu will be displayed Stations Selection x Ayailable You will see all stations have been placed in the Selected box To clear the selection click the Clear button To select the stations that will be included on the report do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified station move from the Available pool into the Selected pool indicating each will be included on the report You may use the Search option to search the station rosters for specific call letters Select All will quickly move all stations from the Available box to the Selected box indicating all have been selected for inclusion on the breakout If you have selected a station for inclusion on the report but would now like to remove it from the Selected
164. plied by the Quarter Hours of the specified daypart divided by Cume Persons Total Audience Newspaper Magazine Formula Readers Per Copy multiplied by the Circulation Turnover Radio Formula Cume Persons divided by Average Persons 143 QUALITAP User Manual Viewers Per Viewing Household VPVH Formula Demographic Universe divided by Household Universe x Conversion Factor or Demographic Audience divided by Household Audience 144
165. qualitative if any and current category s criteria listed directly to the left that listen to view read the specified medium Percent of Station the percent of all the people in the geographic area who listen to view the profiled medium and meet the qualitative criteria if any that meet the current category s criteria listed directly to the left Percent of Left This estimate uses the total amount of people who meet the category s criteria listed directly to the left as its universe This represents the percentage of that group of people who also meet the qualitative criteria if any Percent of Top This estimate uses the total amount of people who meet the qualitative criteria if any as its universe This represents the percentage of that group who also meet the category s criteria directly to the left Index The likelihood of the group of people listed directly to the left of meeting the qualitative criteria if any Station Index The likelihood of people who meet the qualitative criteria if any and the immediate category s criteria listed directly to the left of listening to or viewing the specified station program User Stratagies This section focuses on the application of the information contained within this section of the system to specific sales situations The examples used refer to a medium i e cable radio television However the referenced medium was selected randomly and other media m
166. r computer from the Print Preview window First run the report that you want to save You will have to preview the report before saving Click Print then Preview When running Quick Reports the report is displayed in preview mode automatically Once the preview is displayed click Save Print Preview Save Report Savei S MyOoomens JA A ER ailanta 2001 auirtie p 18 caning S k tap ar shoe store larget income analysis tag File pame ire shoe store target income analysis tap Save asiype TepscanFies tap Cancel F A 42 Opening Saved Reports You can view or print any saved report 1 Select File gt Open 2 Choose Preview or Print 3 Select the saved file Print Preview Open Report romen aaaea allanta 2001 quirtie p 18 eaining S k tap ia the shoe store target income analysis tap woe Ft Files of type Tepscan Fies tep Cancel A Quick Reports 43 Chapter 5 Rankers A Ranker will allow you to uncover media habits of a qualitative group of people Within the Rankers portion of QUALITAP you may analyze Radio listening TV Cable viewing or Newspaper reading characteristics for the defined target After clicking the Rankers button the Ranker Menu will be displayed Radio Ranker uncover radio listening habits among a qualitative group of people m Pao Rake TV Ranker find TV and Cable viewing characteristics of the targeted group of
167. r the target demographic of the Cross Tab by clicking on the corresponding button displayed in the header of the report To copy information directly from the displayed report to the Windows Clipboard click and drag the cursor over the data to be copied As you do this the system will highlight the identified information After all needed information has been highlighted click the Edit button located on the Windows Toolbar and select Copy The information will then be copied immediately to the Clipboard and may then be place in another document If you have multiple modules open don t forget that the cascading and tiling options which are available within the Window s option on the Windows Tool Bar See Chapter One for more information and illustrations of these options The Different Tabs of Information 106 At the bottom of the table the different tabs of information are displayed CT Eie Edit Chart Options Utilities window Help lej x Baa in FA si G D amp IQP Rankers Schedule Demo fGeo Break Cross Tab Profile Print Setup Menu E ccosa BMA Survey wrea Pansi OO OOOO Own residence Criteria Categories gt Aug98Jan39 Scarborough 2410 220 198 020 172 400 21 m gt Headline Totals These are your markets and surveys selected from Setup otal Population g otal Respondents 4 914 Qualitative Population 5 046 580 Qualitative Respondents 3 381 of T
168. rchases when they patronize a business The Shopped vs Purchased categories are e Department Stores month e Clothing Stores 3 months e Furniture Stores year e Carpet floor covering Stores year e Stores with Audio video equipment year e Stores with large appliances year e Hardware Software stores year e Stores with hardware paint lawn garden items year Starting Shopped vs Purchased Reports 1 Click Quick Reports 2 E Click Shopped vs Purchased Setting up Shopped vs Purchased Reports 1 Verify that the most recent survey preferably a one year survey is selected 2 Use Adults 18 3 Only enter criteria if you have already defined the persons you are targeting Otherwise skip this option 4 Create a title that will appear at the top of the printed report Optional 5 Click the OK button in the top right of the Setup window How to read Shopped vs Purchased Reports Persons Shopped the number of people who meet the qualitative criteria if any and visited the business listed directly to the left Persons Purchased the number of people who meet the qualitative criteria if any and made a purchase at the business listed directly to the left Quick Reports Percent Shopped the percentage of the population who meet the qualitative criteria if any and visited the business listed directly to the left Percent Purchased the percentage of the population who meet the qualitative crite
169. ria if any and made a purchase at the business listed directly to the left Closing Ratio The people who meet the Qualitative Criteria that have purchased compared to the number of people who have shopped expressed as a percentage Total Population the number of people who live in the geographic area selected for the report Qualitative Population the number of people who meet the specified demography and the qualitative criteria who also live in the geographic area specified Percent of Total Population the number of persons meeting the specified demography qualitative criteria and geography compared to the total number of persons living in the geographic area specified expressed as a percentage Qualitative Population divided by the Total Population Total Respondents the total number of people meeting the specified demographic and geography that were surveyed but who do not necessarily meet the qualitative criteria Qualitative Respondents The number of people surveyed who meet a specified demography geography and criteria Printing Quick Reports Quick Reports are displayed in the Print Preview window automatically To print the report as it appears on the screen click 3 Selecting a different graph With most Qualitap reports you can include a graph to help gain a better understanding of the data visually The Chart menu contains eight graphs to choose from When the Chart menu is not accessible a graph can
170. rint Print Clicking this option on the File Menu will immediately send the current report s data to the print queue You will see the system processing this information After it has been sent the Print Options Menu will be brought to screen displaying the different options available to you This menv s information will vary depending upon the type of printer you are using OK Button Click the OK button once you are ready to print the report Cancel Button Takes you back to the report display and cancels the print job Setup Allows you to perform more detailed printing adjustments Print Range This is where you will determine is the entire report will be printed or only a specific number of pages The system will default to Entire Document selected To change this and print only a specific number of pages range click on the Pages field then enter the page range to be printed in the From and To boxes Assembly Where you establish how many copies of the report will be printed The system will default to one copy To modify this highlight the Copies field and then enter the desired number of copies to be printed If you are printing multiple copies of this report and wish for the copies to be collated click the Collate copies box Special Instructions If you are using a color printer you may suppress the color from the printed report by clicking on this box s option Qualitap and its designs are marks of Arbitron Inc
171. rints only a listing of classifications Classifications Categories field prints both classifications with the corresponding categories for each or Classifications Categories Punches the entire database Prizm Methodology Report If you use Prizm data with national data and would like to include a methodology statement with your reports place an X for Always print this report option Whenever you print a report including Prizm based data an explanation of how the adjusted numbers were contrived will be printed on a separate sheet to present with your reports 17 Chapter 2 What is Criteria Throughout QUALITAP screens and printed reports will continually mention Criteria This refers to the targeted group of people who you are analyzing as the focus of each report Assigning qualitative criteria will immediately change and re define the universe on which data will reflect therefore it is imperative that criteria are prepared properly The following illustrates the importance of setting up criteria in the proper manner Let s take a look at the following criteria Criteria Setup Criteria Respondents Used MasterCard Gold Platinum card 3mos or used VISA Gold Platinum card 3mos In this example the criteria being used is people who live in the DMA and have used either a MasterCard or a Visa within the past three months Any report generated using these criteria will reflect common characteristics of thi
172. rvey Area ee WKKK FM WKKKFM Oo 34 5 201 e00 46 9 165 900 48 0 4 30 0 75 7 54 400 58 9 5 i 17 3 77 9 33800 461 6 Men 55 64 3 10 0 39 7 2 gt 22 7 SENT 27 1RN a7 70N PR AX Total Population 3 188 500 Total Respondents 3 601 Cume Persons Qualitative Population 1 143 300 Qualitative Respondents 322 Cume Rating of Total Population 35 9 This option displays all the different layers of reports available to view You may click on the on the header of a report window the portion which reflects the name of the report and the market survey being Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 1 QUALITAP User Manual used and drag the cursor to move the top report to a different area of the screen Tile Vertical Option FSi Radio Profile Cityname Mas FebS8 Sear Pile Ef T Radio Ranker Cityname Mar97 Feb98 Scarborough Ea G Metro Survey Area Metro Survey Area D Geogiarh cusehold income is 50 000 a __Seosresty Household income is 50 000 see Dei a Busine f Spring 1998 Arbitron Metro Survey Area Adj Survey Spring 1998 Arbitron Metro Survey Area Quantitative e Pee oe eee 24 1 KKK FM 194 000 236 49 4 115 34 2 WFFF FM 170 900 20 8 48 9 114 ann 3 WPPP AM 165 000 201 601
173. rveys list box shows the surveys available for the highlighted market Click on the Market and the Survey to include then click the Add button or just double click the surveys Your selected surveys are added to the Current Multi Market list box Repeat the process until you have made all your selections You can also delete save or load a survey or list e To remove a Market Survey that you have already included in the Multi Market List highlight the Market Survey then click the Delete button e To save your Market List click the Save button then choose your Criteria Survey e To load a saved Multi Market List click the Load button If there are no saved Multi Market lists the load button will not be available until you create a Multi Market List and save it Click OK or Criteria Survey to advance to the Criteria Survey Selection Screen Criteria Survey A Survey Selection Market must be chosen after completing the Multi Market List 125 QUALITAP User Manual x Criteria Survey Selection Pick a survey to select criteria from Atlanta 4ug98 Jan99 Scarborough Birmingham Mar98 Feb99 Scarborough Choose the Market Survey based on the particular Criteria you want to profile e The respondents are asked different questions resulting in different Criteria for each Survey One Survey may have the Criteria you need while another may not e Ifthe Catagory is not available for your additional
174. s group of people only Now take a look at the next example Criteria Setup L Criteria Respondents Used MasterCard Gold Platinum card 3mos and used VISA Gold Platinum card 3mos Search You will notice that the different lines within the criteria box appear to be identical in the two boxes however notice the respondent count displayed in the upper right corner has dropped from 666 in the top box to 122 in the lower box The reason for this variance in the respondent count is that the latter box s criteria has been changed slightly we are now focusing on people who live in the DMA and have used BOTH a MasterCard and Visa within the past three months Since the QUALITAP System is respondent base driven small variances can make crucial differences when preparing criteria So read the following for exact instructions on the hows and whys of building your qualitative target Understanding the Criteria Setup Window Once you enter the criteria setup area of QUALITAP the Criteria Setup window will appear displaying the pertinent quadrants of information Qualitap and its designs are marks of Arbitron Inc Copyright 2001 Arbitron Inc 19 QUALITAP User Manual Criteria Setup xi Criteria Respondents 1010 Metro Survey Area Search Classifications Category Inventory Newspapers AGE AUDIOAVIDEO 4PPLIANCE STORES AUTOMOBILE EQUIPMENT REPAIRS AUTOMOBILE OWNERSHIP LEASING
175. s box A printed report in this format has the space to display more estimates than one generated in the portrait mode Logos Data Path If you wish to use your company s logo on printed reports rather than the QUALITAP logo set the path to that BMP file by clicking the Browse button Report Headers These two options will allow you to toggle between the standard QUALITAP report header and your own customized header Getting Started To have the standard header with QUALITAP in the upper left corner click the Standard report header field If you wish to customize the header with your own logo click the Custom header field then select the BMP by clicking on the arrow button in the field directly below Special Reports This tab allows you to print a catalog report of your qualitative database or Prizm methodology statements with any Prizm based report QUALITAP Ea Download Setup Default Settings Inventory Maintenance Favorites Report Setup Special Reports r Catalog Classifications Classifications and Categories Entire Database Save m Prizm Methodology Report IV Always print this report OK Cancel Apply Help Catalog This option allows you to print a listing containing all classifications categories and or selections available within the qualitative database Designate how much of the database labels will be printed by placing an X in the Classifications field p
176. s divided by Net Reach Effective Net Reach The number of people who are exposed to a message three or more times Net Effective Reach is expressed in persons rather than as a percentage Effective Reach Percent The percentage of the targeted demographic population that is exposed to the message three or more times Gross Rating Points GRP s The total accumulation of average rating points a schedule will yield each rating point representing one percent of the population formula Reach multiplied by Frequency Gross Impressions The total amount of exposures an advertising message will receive This does NOT indicate the number of different people the message will be exposed to formula Average Persons multiplied by the Number of Spots Cost per Point CPP The cost of achieving one rating point which represents one percent of the demographic population formula Total Cost divided by Gross Rating Points GRP s Cost Per Thousand CPM The cost of achieving 1000 exposures within the target demographic one or more times formula Total Cost divided by Gross Impressions expressed in thousands 000 s Chapter 7 Demographic Profiles Demographic Profiles allows you to analyze the composition broken out by individual age cell per gender of the targeted group of people You may analyze a qualitative group a specific media s audience or combination of both After clicking on the Demo button the
177. s long you will be prompted to enter a Combo name Type in that text then click the OK button You may customize any combo s name by clicking on that combo highlighting the combo name field and entering the revised name To delete a previously created combo highlight that combo then click the Delete combo button If you would like to edit a combo click on that line then select Edit combo Clicking on the Options button will bring the different combo options available Display combos and components and Display combos only If you select Display combos and components data will be displayed for both created combos and each individual combo component station Choosing the latter will result in data displayed for combo and non combo stations only suppressing the display of the individual combo components Cross Tabs For combos to be displayed on the report make sure you click Use Combos for this run If the No combos for this run box is selected combos will be suppressed from the report Once all combo maintenance is complete click the OK button Identifying the Columns of the Cross Tab Now you will select the qualitative categories and or media that will be included on the Columns portion of the Cross Tab After clicking the Columns button you will be taken to the Categories Setup Screen where you will identify those aspects you wish to include on the Cross Tab s Column area You may select qualit
178. se options will effect the way some data and system functions are displayed To activate any of these options simply click on the corresponding box If an X appears in a box the option is activated turned on After changes have been made at this menu it will be necessary to re start QUALITAP in order for the changes to be applied Multiple User Configures the system to accommodate multiple users This means that upon entering the system a menu will be displayed listing all system users The current user must then select his or her name before being taken to the QUALITAP Main Menu Once you turn on this option then click the OK button the QUALITAP User Sign On window will appear Getting Started QUALITAP User Sign On Research Dept Cancel Change We Delete At this window you will perform all maintenance to the user database Use the corresponding button on the right of the window to accomplish the different functions Add Allows you to add new users to the system Click this button and the QUALITAP User Info window appears Enter the name of the user press the tab key and enter the initials of this user Once the information is complete click the OK button Clicking Cancel will bring you back to the User Sign On window with no new information entered Change To edit a previously entered user entry highlight that line then click this button The User Info window will appear where
179. se over a group of selections then click the Add button As you make each selection you will see each identified newspaper moved from the Available pool into the Selected pool indicating each will be included You may use the Search option to search the Newspaper database for a specific string of text Select All will quickly move all newspapers from the Available box to the Selected box indicating all have been selected for inclusion on the ranker If you previously selected a newspaper for inclusion on the report but would now like to remove it from the Selected pool highlight that line and click Delete It will then be moved back to the Available box 83 QUALITAP User Manual 84 Also you can save groups of newspapers for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Load button Once your newspaper selection is complete click the OK button Demo The system s demographic default is Adults 18 If you wish to keep this demographic selection you do not need to enter this portion of the system To redefine the demographic focus of this report you will click this button The Demo Selection screen will then be displayed Identify the desired demographic in one of the following ways e Click on the desired gender starting and ending age cells then click the OK button
180. se the Reset button to clear the selected criterion To search throughout the entire database for a particular category click the Search button You will then be prompted to enter the key word or phrase Enter that text click the OK button and you will be given a listing of classifications categories and selections which contain the search criteria Once you have selected all desired lines of criteria for the report click OK and you will be taken back the Setup Menu or the display screen The IQP Report Display Once all parameters for the IQP are set properly click the OK button and the IQP Report will be displayed QUALITAP Scarborough Instant Qualitative Profile Simmogham 4092 Fcb99 Sembovough larer e Sepporbcilrcay 6 Fo ace eturdelrshedursgertil Ci SF wg hb on gel a nds cgi Gree th WORLDWIDE srs oe Teac tn WORLO WD dar keoras Diu B Rard taboo Ses itoroa g baci ha uter ara ramika aui be ceybalrepen Once you advance to the Instant Qualitative Report the printed report will be displayed in Print Preview mode You may either print the report or you may exit Print Preview and a table report will be displayed On the printed report the pre selected categories are listed in two columns If you added a custom selection it will be listed at the bottom of the right column The estimate used is that which was selected at the setup screen From the table report you will see the pre selected categories listed d
181. sheet then simply single click on each line you wish to select As each line is marked you will see an asterisk placed in its first column To print the basic report what you see on the screen do one of the following e Click the Print button located on the QUALITAP Tool Bar e Click on the File button located on the Windows Tool Bar then select the Print option The Print Options Menu will then be brought to screen Rankers Print Options Ea Prirter HP DeskJet 8800 Series Printer on LPT1 m Print Range Entire document Seecedipases Assembly Pages Copies fl From fi To fi I Collate copies Special Instructions D Print monochrome on color printer Here all print settings will be displayed This display may vary depending upon the printer being used If you need to change the printer selection click the Setup button then perform all printer maintenance as normally done within any Windows environment Print Range Where you will determine what is printed This will default to all pages of the report being printed If you would like to print only a specific range number of pages click on the Pages field and enter the page range to be printed in the From and To fields Assembly Where you establish how many copies of the report will be printed The system will default to one copy To modify this highlight the Copies field then enter the desired number of copies to be printed If
182. spondents Qualitative Population 1 491 100 Qualitative Respondents of Total Population 69 9 You will see the selected markets listed down the left side of the table Use the Up Down arrows displayed on the right side of the screen to bring to screen other markets You may re rank the report s ranking order based upon another estimate by clicking on that estimate s column header The system will then automatically adjust the data s ranking order accordingly You may change any of the pre set report s parameters by clicking on the various buttons listed in the header of the report or by accessing the Edit button located on the Windows Tool Bar To copy information directly from the displayed report to the Windows Clipboard drag the cursor over the data to be copied As you do this the system will highlight the identified information After all needed information has been highlighted click the Edit button located on the Windows Tool bar and select Copy The information will then be copied immediately to the Clipboard and may now be placed in another document 127 QUALITAP User Manual If you have multiple modules open don t forget that the cascading and tiling options which are available within the Window s option on the Windows Tool Bar See Chapter One for more information on these options 128 Chapter l l Printing and Graphing There are two basic ways to enter the print queue in Qualitap for Windows both
183. spondents who receive at least one daily newspaper in the last week or one Sunday paper in the last four weeks No adjustments are applied to help determine the number of respondents who note certain size advertisements Starting Multi Media Rankers To start a multi media ranker 1 Click Quick Reports 2 be Click Multi Media Ranker Setting up Multi Media Rankers 1 Verify that the most recent survey is selected preferably a one year survey 2 Use Adults 18 3 Click the Criteria button to select who you would like to run the report for e Click the Search button on the upper right of the Setup window and type in the name of the client you wish to analyze e TIP This is a text sensitive search Keep your search as broad as possible For example type in Miller instead of Miller Genuine Draft Light Do not include s endings in your search 4 Create a title that will appear at the top of the printed report Optional 5 Click the OK button in the top right of the Setup window How to read Multi Media Rankers Each estimate on a Multi Media Ranker has a specific meaning that tells a different story about the target audience when it is being compared to the market demographic or medium whichever applies In order Quick Reports for a respondent to qualify for usage of a medium radio television or newspaper he or she must meet the minimum requirements for the medium being analyzed Minimum Media Usa
184. sted in the header of the ranker or by accessing the Edit button on the Windows Tool Bar Also you may re rank the report s data based upon a different estimate with one click of the mouse Simply click on that estimate s column header The system will then automatically adjust accordingly the stations ranking order To copy information directly from the displayed report to the Windows Clipboard drag the cursor over the data to be copied As you do this the system will highlight the identified information After all needed information has been highlighted click the Edit button located on the Windows Toolbar and select Copy The information will then be copied immediately to the Clipboard and may now be placed in another document If you have multiple modules open don t forget that the cascading and tiling options are available within the Window s option on the Windows Tool Bar See Chapter One for more information on these options Printing a Ranker 52 You have several printing options available to you For a detailed walk through of all printing and charting options please refer to Chapter Eleven Printing and Graphing If you want to print specific lines of a report you must identify these lines PRIOR to entering the print routine You may do this in one of two ways 1 Click Options highlight the Tag option then select one of the pre configured selections 2 Place the cursor in the first column of the spread
185. stem is initialized a useful system tip will be displayed Chart Mode If you wish for the system to default to displaying each report s data in a graphical format click this button You may toggle back to the ranker format throughout the system by clicking the Chart option located on the Windows Tool Bar Maximize on Startup If this option is activated the system will open to a full screen display when initialized rather than a smaller window display Select All by Default You can turn off the system s default which selects all media items radio stations TV Cable programming newspapers for inclusion on the report by marketing this box If this options is turned off not marked when you enter the portion of the report s setup menu where you select what items will be included on the report rather than all items being automatically selected no selection will have been made Tool Bar e Show text Controls whether or not text definitions are displayed on each button of the QUALITAP Tool Bar e Show toolbar Controls whether the QUALITAP Tool Bar is displayed along with the traditional Windows Tool Bar or if the Windows Tool Bar is displayed by itself Inventory Maintenance This is the area of the system where you will create customize store and maintain all broadcast and cable programming Once you click this tab the following display will appear Download Setup Default Settings Inventory Maintenance Favorit
186. t button located on the Windows Tool bar and select Copy The information will then be copied immediately to the Clipboard and may now be placed in another document If you have multiple modules open don t forget that the cascading and tiling options which are available within the Window s option on the Windows Tool Bar See Chapter One for more information on these options Printing a Target Profile You have several printing options available to you For a detailed walk through of all printing and charting options please refer to Chapter Eleven Printing and Graphing To print the basic report what you see on the screen do one of the following and the Print Options Menu will then be brought to screen e Click the Print button located on the QUALITAP Tool Bar e Click on the File button located on the Windows Tool Bar then select the Print option At the Print Options menu all print settings will be displayed This display may vary depending upon the printer being used If you need to change the printer selection click the Setup button then perform all printer maintenance as normally done within any Windows environment Print Range Where you will determine what is printed This will default to all pages of the report being printed If you would like to print only a specific range number of pages click on the Pages field and enter the page range to be printed in the From and To fields Assembly Where yo
187. t has a specific meaning Use the following as a guide when interpreting the numbers Average Rating The percentage of the total qualitative population within the target demographic and geographic area who listen to view the station program listed directly to the left for at least five minutes during any of the quarter hours contained within the specified daypart or received the most recent edition of the paper to the left NOTE If you are analyzing TV estimates and are using Scarborough data estimates are based upon half hour increments rather than quarter hour increments Cume Rating The percentage of the total qualitative population unduplicated within the specified geography and demographic who listen to view the station program listed directly to the left for at least five minutes during the specified daypart or received one of the last five issues of daily papers or the last four Sunday papers Reach Percent The percentage of the targeted demo population exposed to the message one or more times formula Gross Rating Points GRP s divided by Frequency 67 QUALITAP User Manual 68 Net Reach The number of people who are exposed to a message one or more times Net Reach is expressed in persons rather than as a percentage Frequency The average number of times the target demographic population will be exposed to the message formula Gross Rating Points GRP s divided by Reach or Gross Impression
188. t the survey that you want to copy the inventory to Password This option will allow you to enter a password for your Inventory Database so that only those users who have rights to make modifications to the stored programming will have access to this area The System Password window will appear Click the Password field then enter the word you would like to establish as the system password Afterwards click the Confirm Password field and re enter the same word Click the OK button once you are through To cancel your entry click the Cancel button Click the OK Button once all changes have been made to TV Cable Inventory Database The system will confirm you wish to save your work Confirm by selecting Yes and you will be brought back to the TV Inventory window Favorites This option allows you to select Radio TV Cable and Newspaper favorites so that reports will have customized definitions Click on this tab and the following window will appear QUALITAP x Download Setup Default Settings Inventory Maintenance Favorites Report Setup Special Reports I Use favorite Radio Station KAAA AM x Timepetiod I Use favorite Station KAA Early Moming News x I Use favorite Newspaper Cityname Moming News M F x This is where you may establish optional system defaults that will customize some of QUALITAP s reports 14 Getting Started by using the selected or favorite r
189. teria simply highlight that line s and click the Delete button Combining Categories in Cross Tabs Using And Or Not options When selecting the categories to be included on the Columns and Rows on a Cross Tab you may combine qualitative characteristics using the And Or and Not options This means you can cross reference People who own a home AND the value of the owned home is 200K or higher with People who have NOT purchased furniture within the past year To successfully combine criteria 1 Make your initial category selection by double clicking on that category selection 2 After that criterion appears in the Selected Categories box single click on that line IN THE SELECTED CATEGORIES BOX so that it is highlighted shaded 3 Click the And Or Not button whichever one is applicable Locate the category to be combined with the initial selection then double click on the desired category 95 QUALITAP User Manual selection Once you have selected all categories click OK and you will be taken back to the Cross Tab Setup screen Use the up down arrow keys to review your Column selections Identifying the Rows of the Cross Tab Here you will establish what will be the focus of the horizontal side of the Cross Tab Just as with the Columns portion of the Cross Tab you may use a combination of different criteria and each of the category s individual entities will comprise a unit of the R
190. the Available box to the Selected box indicating all have been selected for inclusion on the ranker If you have selected a newspaper for inclusion on the report but would like to remove it from the Selected pool simply highlight that line and click Delete It will then be moved back to the Available box Also you can save groups of newspapers for future retrieval at this screen To save a media group after you have made the desired selection click Save give the group a name then click OK You will then be able to retrieve that group with the Load button Once your newspaper selection is complete click the OK button The Ranker Display Once all parameters for this report are set properly click the OK button and the Ranker will be displayed 51 QUALITAP User Manual Pf Radio Ranker Cityname Nov Dec 1997 Media Audit OF x aph Metro Survey Area emo dus 18 Geography Family income levels 50 000 or more p Criteria Gualtatve DF Mon Sun Bam 12m pacientes ES 244 100 198 400 184 900 160 200 160 100 158 800 148 600 147 500 142 100 128 500 Total Population 3 200 800 Total Respondents 1 219 Qualitative Population 1 239 000 Qualitative Respondents 498 of Total Population 38 7 You have the ability to change any of the report s parameters i e criteria geography etc on the fly Do this by clicking on the various buttons li
191. then entering the desired level in the field provided Rate CPP Multi Media Scheduling Total Cost CPM After you have selected the type of goal and entered the value click OK and you will return to the scheduling screen Your goals will be implemented and the system will make the appropriate calculations based on those goals Weeks You may change the number of weeks the schedule covers the system defaults to one week To change the number of weeks select the Weeks option from the right click menu and the Schedule Weeks window will come up Type in the desired number of weeks for your schedule and then click OK When you return to the scheduling screen the system will re calculate your reach and frequency computations to reflect your change Printing a Multi Media Schedule You have several printing options available to you For a detailed walk through of all printing and charting options please refer to Printing and Graphing To print the basic report what you see on the screen do one of the following e Click the Print button located on the QUALITAP Tool Bar e Click on the File button located on the Windows Tool Bar and then select the Print option You can then choose to preview the report to see how the printout will look once the report is generated by clicking Print Preview or directly print the report by clicking Print How to Read a Multi Media Schedule Each different estimate on the Multi Media Schedule repor
192. this demographic selection you do not need re select it To set the demographic focus of this report click this button The Demo Selection screen will be displayed Identify the desired demographic in one of the following ways e Click on the desired gender starting and ending age cells then click the OK button e Double click on the demo among the listed demographic targets in the Favorite Demos window To save a defined demographic target to the Favorite Demos box so that you may retrieve it at a later time define the gender and age then click the Add to Favorites button Combos To create and maintain station combos click the Combos button After activating this option the Combo Maintenance screen will appear At this screen all previously created station combos will be listed in the Combos box with the corresponding station components for each combo listed in the Stations box To add a combo click the Add combo button This will bring the Create a Combo box to screen You will define the new combo in one of the following ways e Click on the desired station then click the Add button e Double click on each desired station e Drag the cursor over a group of stations then click the Add button Once you have identified all of the combo s components click the OK button If the station selection is more than 30 characters long you will be prompted to enter a Combo name Type in that text then click the OK button
193. tion contains the answers to the question from which you may choose such as Sears Wal Mart K Mart JC Penney and so forth Building Qualitative Criteria 20 The first step in building criteria is to identify the desired classification Do this by clicking once on that line to select the classification To scroll through the various classifications use the up and down arrow keys located on the right side of the classification window Once you have made your classification selection you will see the category fields will reflect those qualitative aspects that are contained therein Now select the category question top portion of the category box which contains the qualitative characteristics you wish to include in the qualitative definition Once the lower category window displays the desired criteria you will be ready to make the actual criteria selections Do this in one of the following manners e Double click on the desired qualitative line e Drag the cursor over a group of selections then click the Add button What is Criteria After you have made the initial criteria selection the Criteria box will reflect that selection If you are through defining the target group of people click the OK button to continue to define your target you will use the And Or or No options NOTE When selecting the categories for inclusion on Profiles or the Rows and Columns in Cross Tabs you can select the total group o
194. ts critical information about each programming component QUALITAP User Manual 10 Station This field indicates the station on which the program airs To edit this setting double click on the appropriate line and the Qualitative Stations menu will be displayed Qualitative Stations ox Cancel To re select the station choice highlight that station then click the OK button Program This is the title of the program label To edit this setting double click on that field then enter the appropriate text You may customize program names of up to 20 characters Press Enter once the correct title has been entered Time Definition This box displays the day time components of the program To edit this choice double click on that line and the Time Definition box will be displayed Time Definition x Start Day End Day Monday Saturday Sunday If you wish to edit a previously entered time component highlight that field then click the Edit button or you may double click on that field If you have added an additional line s of programming to the program s time definition but now wish to delete that line highlight that entry and click the Delete button The Delete button stays dimmed until multiple lines of programming have been entered The result in having multiple time entries will be an AVERAGED not aggregated estimate You may add an additional layer s of time to this program by c
195. tton then Market Profile to open the Market Target Profile Setup window if you are an agency only click the Profile button 123 QUALITAP User Manual Market Target Profile Setup x Birmingham Mar98 Feb99 Scarborough Select this box to open Fusca the Multi Market Profile Setup window Qualifying Persons Covg left Index Adults 18 coms DMA Survey Area cates what you want to know about the target Establishing the Parameters of the Report After you select Multi Market Profile the Multi Market Target Profile Setup window opens Here you will set the parameters of this report Multi Market Target Profile Setup Brant s List E Birmingham Mar98 Feb99 Scarborough Respondents Qualifying Persons DMA Survey Area who you want to target Market Survey To use your saved multi market list select it from the drop down menu To create a new market list click 124 Profiles the Market Survey button The Multi Market List Maintenance window opens Multi Market List Maintenance x Current Path Birmingham Mar98 Feb99 Scarborough Markets Surveys Albuquerque Austin Baltimore Birmingham Boston Sep98 Feb99 Scarborough 2 Buffalo Niagara Falls J Current Multi Market au Fe Criteria Survey os The Markets list box displays the markets you subscribe to The Su
196. u establish how many copies of the report will be printed The system will default to one copy To modify this highlight the Copies field then enter the desired number of copies to be printed If you are printing multiple copies of this report and wish for the copies to be collated click the Collate copies box When you are ready for QUALITAP to begin the print routine select OK and your report will be generated To exit the Market Profile select File then click on the Close setting How to Read a Profile 118 Use the following as a guide when interpreting the data on the Market Profile Keep in mind the estimates on the report are only representative of people who meet the selected geography and demography Respondents the number of actual survey participants who e Fit the qualitative criteria if any and live in the specified geographic area e Meet the specified media criteria i e Radio TV Cable station Newspaper if any Profiles e Meet the category s criteria listed directly on the left of the table Qualifying Persons the number of people surveyed who fit the qualitative criteria if any and meet the category s criteria listed directly on the left Cume Persons the total number of people who meet the qualitative criteria if any the category s criteria listed directly to the left AND listen to view read the specified medium Cume Rating the percent of all the people in the geographic area who meet the
197. ualitative criteria Demo The system s demographic default is Adults 18 If you wish to keep this demographic selection you do not need to enter this portion of the system To set the demographic focus of this report click this button The Demo Selection screen will be displayed Identify the desired demographic in one of the following ways e Click on the desired gender starting and ending age cells then click the OK button e Double click on the demo among the listed demographic targets in the Favorite Demos window To save a defined demographic target to the Favorite Demos box so that you may retrieve it at a later time define the gender and age then click the Add to Favorites button Estimates What data will be displayed You have a choice of Qualifying Persons Composition and Index All three estimates will be displayed on screen but the estimate you select will be used on the printed report Custom Selection You may add one category selection of your own which will be added to the end of the pre selected list of categories See the next section for detailed instructions IQP Title You may add a line of text to be added to the top of the printed report Click the OK button once you are ready to proceed and you will advance to the Instant Qualitative Report display Custom Selection You may add one category selection to the list of pre selected categories After you select the Custom Selection button you will
198. ulation Reach The percentage of the targeted demo population that is exposed to the message one or more times Readers Per Copy The average number of readers of one copy of a newspaper or magazine Retail Trading Zone The newspaper circulation area including the city line and beyond from which retailers draw sufficient customers to justify including this area in the coverage area Media Terms and Formulas Rotation Spots that rotate throughout the various days during the duration of the schedule Run of Paper Press R O P A newspaper insertion for which a position is left to the discretion of the publisher and not specified Run of Schedule Station R O S A broadcast commercial for which a specific time or day has not been requested but will be aired at the discretion of the radio or television station Satellite A station dependent upon another station for most of its programming Sets In Use The number or percent of radio television sets that are tuned in to the same program at any given time within a coverage area Share The percentage of the total broadcast audience tuned to a specific station during a specific time period Simulcast Broadcast of the same programming on two radio stations at the exact same time This also refers to a radio station broadcasting the audio portion of a TV program simultaneously Sponsorship The purchase of all or part of the air time during a radio
199. ures determined to be affective in achieving the goals of an advertising campaign This level will vary with individual products or services and the marketing objectives of the campaign but is usually a frequency of 3 or more exposures Effective Rating Points ERP s Effective Reach expressed as a percentage of the target demographic population Effective Reach The percentage of the targeted demographic population that is exposed to the message three or more times Estimate Measurements such as Average Persons Cume Persons Time Spent Listening etc used to analyze the potential effectiveness of specific stations Exclusivity The right given to the advertiser to where no competitor would be permitted to advertise in a specific media vehicle This usually calls for a major commitment by an advertiser Exposure An individual s contact with an advertising message or medium Flighting To input a multiple week schedule in which all weeks spot levels are not consistent throughout the campaign This option is not available within QUALITAP Frequency The average number of times the target demographic population will be exposed to the message Frequency Distribution A tabulation separating those reached by a schedule according to their minimum levels of frequency 2 or more times 3 or more times 4 or more times etc Media Terms and Formulas Fringe A television term referring to the period of ti
200. w Click on each of the different buttons to establish the parameters of your Multi Market Cross Tab Market Survey To use your saved multi market list select it from the drop down menu To create a new market list click the Market Survey button The Multi Market List Maintenance window opens 102 Cross Tabs Multi Market List Maintenance x Current Path Birmingham Mar98 Feb99 Scarborough Markets SUNY Sep98 Feb99 Scarborough Here is the list of The surveys for the highlighted market are listed here markets you subscribe to Current Multi Market Click on the Market and the Survey to include then click the Add button or simply double click each survey to add Your selected surveys are added to the Current Multi Market list box Repeat the process until you have made all your selections You can also delete save or load a survey or list e To remove a Market Survey that you have already included in the Multi Market List highlight the Market Survey then click the Delete button e To save your Market List click the Save button then choose your Criteria Survey e To load a saved Multi Market List click the Load button If there are no saved Multi Market lists the load button will not be available until you create a Multi Market List and save it Click OK or Criteria Survey to advance to the Criteria Survey Selection Screen Criteria Survey A Survey Selection Market must be ch
201. y setup click OK and you will advance to the Radio Impact Report Display The Impact Report s Display Once the Impact Report is displayed the stations you selected are listed to the left and a chart is shown on the right 27 QUALITAP User Manual fd File Edt Chart Options Utilities Window Help ma m g E CED Print Setup Menu Exit Demo Adults 18 DMA Survey Area eogral Gesah Who you want to target Criteria Mode You can view the percentages or persons by Persons Percentages Impact Report for WABQ AM Here is the Target Station selecting it here TARGET 0 Duplicated 1 ABO AM M These are the selected stations For Help press F1 Help Line 1 800 543 7300 Selecting your Target and Non target Stations or Newspapers 1 Select the station you want to target from the station dropdown menu This station is singled out from your other selected stations to show the Persons who exclusively listen to your target station and meet your demo criteria optional and daypart requirements 2 The station list displays the stations you chose when setting up the impact report The selected stations highlighted in dark blue are compared to your target station to see if they meet your requirements and if each station has a shared audience with the target station Select the stations that you want to compare against your target Each ti
202. y the time of day starting at 6am and then by the day of the week Mon Sun To invoke the sorting you may click on the desired sort order and then click OK or you may simply Rankers double click on the sort order of your choice NOTE This sort applies to stations programs as listed in the AVAILABLE box not the Selected box So if you have all programs selected and choose to sort you will not see a change Once your programming station selection is complete click the OK button Newspaper This is where you will identify which newspapers will be included on the ranker After clicking this button the Newspaper Selection window will appear Newspaper Selection x Available Lau Cre Ee OTHER SATURDAY NEWSPAPER SAT Seach ii You will see all newspapers have been placed in the Selected box To clear this selection click the Clear button To select the newspapers for inclusion on the ranker you will do one of the following e Double click on the desired selection e Click on the desired selection then click on the Add button e Drag the mouse over a group of selections then click the Add button As you make each selection you will see each identified newspaper moved from the Available pool into the Selected pool indicating its inclusion on the ranker You may use the Search option to search the Newspaper database for a specific string of text Select All will quickly move all newspapers from
203. you will make any needed edits Highlight the line to be changed enter the new information then click OK Clicking Cancel will bring you back to the User Sign On window with no changes made Delete To delete a user from the system highlight that line and click this button The system will ask you to confirm that you wish to delete this user Select Yes to confirm clicking Cancel will bring you back to the User Sign On window without deleting the user from the system Once you have finished making all modifications to the User Database click the OK button Clicking the Cancel button will bring you to the QUALITAP Main Menu with no changes additions or deletions made to the system Use Combos If you wish to activate radio station combos which may be created throughout the QUALITAP System click this button The result will be the radio roster s default will include all created combos as well as all un comboed stations Exit Message This option disables the Are you sure you wish to exit QUALITAP message which is displayed upon selecting the Exit option on the QUALITAP Tool Bar This means that after you select Exit whether on purpose or accidentally you will be taken immediately out of the QUALITAP System all unsaved work will be lost QUALITAP User Manual Opening Screen Determines is the QUALITAP splash screen is displayed upon initializing the system Tip of the day If this option is turned on each time the sy

Qualitap User Manual - Nielsen Audio Training.com

Contents

Download Pdf Manuals

Related Search

Related Contents