and select a market from the list for which you have access to Qualitative TV data.A Qualitative Newspaper Ranker shows the Newspaper-reading habits of a targeted group of people.
It can answer basic questions such as How many readers do you have? or How many people will see my ad?, or you can find the answer to more complex questions like Which Newspaper ranks highest among people who plan to buy a new car?.
Use a Qualitative Newspaper Ranker to tell stories within a story. Maybe a Newspaper isn't great overall, but perhaps it ranks #1 among people who plan to purchase furniture or among people who shop a particular grocery store.
You can view or print PDF versions of each report view. You can also export the report to a comma-delimited .csv file which will look like the table view without formatting.
• Qualitative Newspaper Ranker table - A vertical orientation that allows you to use the most possible estimates. It shows selected Newspapers grouped by demo.
• Qualitative Newspaper Ranker graph - A horizontal or vertical bar chart based on the sort estimate. Click the Newspapers to Graph link in the parameters pane to narrow the report contents even more.
• Pop/Intab view shows the qualitative population and in-tab. This same information also appears at the bottom of the one-page printed report.
To create a Qualitative Newspapaper Ranker 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 Qualitative TV data.
The Qualitative Newspaper Ranker report requires qualitative data from Scarborough or Scarborough Mid-Tier.
• On the Qualitative Rankers section, at the top of the Radio sub-tab, select the Newspaper Ranker check box.
• Click Generate Report.
2 Select a market qualitative survey.
3 Select a demo:
• Choose gender and an age range.
• Click check boxes to change 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 Qual Category: Who do you want to look at? link.
You can run the Qual Newspaper Ranker without qualitative data 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.
• Select items from the Category, Question and Answer boxes:
– You can highlight categories, questions, or specific answers.
When you select a single category, all questions and answers associated with that category are automatically displayed in the Questions list. When you select a single question, all answers associated with that question are automatically displayed in the Answers list.
– 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 newspapers to include in the report:
• Click the Newspaper*: What Newspapers do they use? link.
• Click to select newspapers in the Available box and then click 
to move them to the Selected box.
Standard Windows commands for selecting multiple items work.
• Optionally, save your selections as a favorite if you frequently use these selections:
- Type a name to represent all the items in the Selected box, and the click Save.
The name can contain letters, numbers, or special characters.
- Click OK.
6 Change the parameters as desired. See Related topics... for more information.
7 Click Apply Changes to generate the report.
• Use only those estimates that:
– Are requested.
– You understand.
– You can explain to non-agency clients in an easy-to-understand manner.
• Don't cram your ranker full of estimates just because they are available. Keep it focused on the estimates that let you tell your story.
Related topics...