and select a market from the list for which you have access to Scarborough mean and median measures.A Mean and Median report is used to show the mean and median statistical characteristics of a targeted group of people for specific categories reported in Scarborough data.
Mean values are the average answer values from respondents within the selected qualitative target, geography area, and demographic.
Median represents the midpoint answer value from respondents within the selected qualitative target, geography area, and demographic. Median differs from mean; Median provides a measure of central tendency not skewed by extreme responses at either end of the spectrum.
You can view or print PDF versions of the table view. You can also export the report to a comma-delimited .csv file which will look like the table view without formatting.
View a sample:
• Mean and Median table - A vertical orientation that allows you to use the most possible estimates. This is the only view for this report.
• Pop/Intab view provides details about the source used for population and in-tab.
To create a Mean and Median report:
1 Create the report:
• Select the Research tab, and then select the Radio sub-tab.
• Click and select a market from the list for which you have access to Scarborough mean and median measures.
The Mean and Median report requires qualitative data from Scarborough or Scarborough Mid-Tier.
• On the Qualitative Reports section, at the top of the Radio sub-tab, select the Mean and Median check box.
• Click Generate Report.
2 Select a qualitative survey.
3 Select one or more demos.
• Select the gender and age range.
• Click check boxes to change the ethnicity settings.
The default is All. Click the All check box to clear it and select other ethnicity combinations. If you limit the ethnicity and there aren't enough respondents Tapscan alerts you with a message.
• Optionally, type a name and click Save to keep your selections as a favorite.
• Click OK.
4 Select the target audience.
• Click the QualCategory: WHO do you want to look at? link.
You can run the Mean and Median report without qualitative and base the report on the demo and geography alone. Use the Run Report Without a WHO or Clear WHO button to remove any selections.
• Create one or more category-question-answer selections to add to the query in the WHO lists:
Type a keyword in the Search box to filter the category list to specific options.
• Select items from the Category, Question and Answer boxes:
- You can highlight categories, questions, or specific answers.
When you highlight a single category, all questions associated with that category are automatically displayed in the Questions list. When you highlight a single question, all answers associated with that question are automatically displayed in the Answers list.
- In the box where you want to place your criteria, click the Add Selections button to add your selections to the selected box.
You can add answers to either list. You can also click the AND/OR toggle link between answers to switch.
• Optionally, type a name and click Save to create a favorite.
The name can contain letters, numbers, or special characters.
• Click OK to save your choices.
5 Select Mean and Median categories (rows) to include in the report:
• Click the Categories*: What Categories do you want to use link.
• Click to highlight category rows in the Available box and then click the arrow to move them to the Selected box.
Standard Windows commands for selecting multiple items work.
6 Optionally, save your selections as favorites if you frequently use these choices:
• Type a name to represent all the items in the Selected box and then click Save.
The name can contain letters, numbers, or special characters .
• Click OK.
7 Change the parameters as desired. See Related topics... for more information.
8 Click Apply Changes to generate the report.
Related topics...