Qualitative Radio Ranker

A qualitative ranker shows the competitive landscape for your market, based on a specific qualitative audience.

It can answer basic questions such as How many listeners do you have?" or How many people will hear my commercial? Or you can find the answer to more complex questions like Which radio station ranks highest among people who plan to buy a new car?.

Use a qualitative ranker to tell stories within a story. Maybe a station isn't great in just pure Nielsen Audio ratings, but perhaps it ranks #1 among people who plan to purchase furniture or among people who shop a particular grocery store.

Different views...

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 Ranker table - A vertical orientation that allows you to use the most possible estimates. It shows selected stations by daypart.

• Qualitative Ranker graph - A horizontal or vertical bar chart based on the sort estimate and the selected daypart in the Graph Daypart parameter. Click the Stations 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 Ranker report:

1 Select a qualitative survey.

The Qualitative Ranker report requires qualitative data from Scarborough, Scarborough Mid-Tier, RetailDirect, or Nielsen Radio Qualitative Diary Service.

2 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.

3 Select the target audience:

• Click the Qual Category: Who do you want to look at? link.

You can run the Qual 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.

• Create one or more category-question-answer selections to add to the query in the WHO lists in bottom half of the window:

– Select a category in the first column.

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 stations to include in the report:

• Click the Station*: What Stations do they use? link.

• Click to select stations in the Available box and then click the arrow to move them to the Selected box.

Standard Windows commands for selecting multiple items work.

For more information about adding combos, See Related topics... for more information.

• Optionally, save your selection 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.

Helpful Hints:

• 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 estimate(s) that let you tell your story.