Adjust rankers for qualitative weighting

Qualitative weighting allows you to adjust Nielsen radio estimates based on specific audience characteristics — a consumer's behavior, product usage or buying habits. Qualitative indexes can help you choose programs or time periods to reach the target audience.

You define the target audience with questions to support the advertising objective. Since the qualitative index blends with your Tapscan demo, be sure to include the demo as part of the query.

You must subscribe to qualitative data from Scarborough, Retail Direct or Nielsen Radio Qualitative Diary to adjust a Ranker report for qualitative weighting.

To adjust rankers for qualitative weighting:

1 Select market, survey, demo, estimates, and geography in the Select Parameters pane at the top of the page.

2 Select the QualSurvey link in the Select Parameters pane to choose a qualitative data survey.

Surveys are named by data provider and survey period. Scarborough surveys also include the release number.

3 Click the QualCategory: Use Qualitative Adjustment link to open the Who do you want to target? dialog.

A message notes any parameters that could be reset for qualitative data before the dialog appears.

4 Match your demo as the first question you select:

• Click Age in the Category list for Scarborough.

OR click Demographics in the Category list for Qual Diary.

• Click age in the Question list for Scarborough.

OR click Specific Age/Sex Demos in the Question list for Nielsen Audio Qual Diary.

• Click one or more items in the Answer list to match your base demo, drag them to the lower half of the window, and release the mouse button when the box is highlighted in yellow.

5 Create additional questions to define your target audience and drag to the query in the bottom half of the window:

• Select and highlight a category and question.

• Click and highlight one or more answers.

• Drag the selected answer(s) down and release the mouse button when the box is highlighted in yellow.

You can add questions and answers to either lists at the bottom. You can also click the AND/OR toggle link between questions to change them.

6 Optionally, type a name and click Save to create a favorite.

You can use letters, numbers or special characters from the keyboard in the name.

7 Click OK to save your choices, and then click the button to refresh the report.

If the adjusted population returned is -1, the qualitative in-tab is too small to calculate an adjusted population reliably. When you update this dialog, qualitative estimates are automatically selected in the Estimates dialog for the same selected unadjusted estimates.