2. Using the quintile data provided in Table 19.1, answer the following questions:
a.In Magazine Quintile II, what does the number 1,210 mean in the data for heavy users of Budweiser beer? (3 points)
b.In that same set of data (Magazine Quintile II), what does the figure 103 mean? How is it computed? (6 points)
c.Again using the same data set (Magazine Quintile II), what does the figure 3.0 mean? (3 points)
d.Using that same set of findings, what does the figure 309 mean? (3 points)
e.Finally, using the same data, what does the figure 20.5 mean? (3 points)
f.In Newspaper Quintile V, what does the figure 108 mean? How is it computed? (6 points)
g.In Radio Quintile I, what does the number 125 mean? How is it computed? (6 points)
Table 19.1 Actual Quintile Data Total beer/ale: Total beer/ale: Budweiser all Budweiser Miller Lite all Miller Lite All users heavy users users heavy users All Unwgtd 51,774 6,271 1,413 3,040 592 (000) 205,368 24,847 5,898 10,492 2,002 Horz % 100 12. 2.9 5.1 1.0 Vert % 100 100 100 100 100 Index 100 100 100 100 100 Internet Quintile I Unwgtd 7085 874 140 568 94 (000) 23,836 2,890 148 290 Horz % 100 12.1 1.9 7.7 1.2 Vert % 11.61 11.6 7.6 17.4 14.5 Index 100 100 65 150 125 Internet Quintile II Unwgtd 6,833 848 162 481 91 (000) 23,658 2,857 570 1,636 315 Horz % 100 12.1 2.4 6.9 1.3 Vert % 11.52 11.5 9.7 15.6 15,7 Index 100 100 84 135 137 Internet Quintile Ill Unwgtd 6,601 852 155 473 97 23,889 3,039 528 409 279 Horz % 100 12.7 2.2 5.9 1.2 Vert % 11.63 12.2 9.0 13.4 14.0 Index 100 105 77 115 120 Internet Quintile IV Unwgtd 6266 787 172 484 99 (000) 23,907 2.853 656 1.657 314 Horz % 100 11.9 2.7 6.9 1.3 Vert % 11.64 11.5 11.1 15.8 15.7 Index 100 99 95 136 135 Internet Quintile V Unwgtd 5,844 768 196 356 66 (000) 23,774 3,178 821 1,337 229 Horz % 100 13.4 3.5 5.6 1.0 Vert % 11.58 12.8 13.9 12.8 11.4 Index 100 110 120 110 99 Magazine Quintile I (heavy) Unwgtd 10,790 1,532 327 738 133 '000) 40.999 5,940 1,329 2,558 506 Horz % 100 14.5 3.2 6.2 1.2 Vert % 19.96 23.9 22.5 24.4 25.3 Index 100 120 113 122 127 Magazine Quintile II Unwgtd 11,160 1,407 309 702 124 (000) 41,045 5,218 1,210 2,144 400 Horz % 100 12.7 3.0 5.2 1.0 Vert % 19.99 21.0 20.5 20.4 20.0 Index 100 105 103 102 100 Magazine Quintile III Unwgtd 10,736 1,293 281 675 136 (000) 41,039 1.917 1,267 2,282 385 Horz % 100 12.0 3.1 5.6 0.9 Vert % 19.98 198 21.5 21.8 92 Index 100 99 108 109 96 Magazine Quintile IV Unwgtd 10,156 1,095 265 555 119 (000) 41,163 1,529 1,031 2,016 284 Horz % 100 11.0 2.5 4.9 0.9 Vert % 20.04 18.2 17.5 192 Index 100 91 87 96 96budweiser Miller Lite All users heavy users users heavy users Magazine Quintile V (light) Unwgtd 8,932 944 231 370 80 (000) 41,121 4,243 1,061 1,491 326 Horz % 100 10.3 2.6 3.6 B'0 Vert % 20.02 17.1 18.0 14.2 16.3 Index 00 85 90 71 81 Newspaper Qu Unwgtd 12,021 1,537 313 771 147 (000) 41,129 5,306 1,120 2,334 483 Horz % 100 12.9 2.7 5.7 1.2 Vert % 20.03 21.4 19.0 22.2 24.1 Index 100 107 95 111 120 Newspaper Quintile II Unwgtd 11,151 1,242 279 665 120 (000) 40,947 4.290 1,065 2,113 350 Horz % 100 10.5 2.8 5.2 0.9 Vert % 19.94 17.3 18.1 20.1 17.5 Index 100 87 91 101 88 Newspaper Quintile III Unwgtd 9,977 1,264 297 611 118 000) 11,048 5,350 1,366 2,192 379 orz% 100 13.0 3.3 5.3 0.9 Vert % 19.99 21.5 23.2 20.9 19.0 Index 100 108 1 16 105 95 Newspaper Quintile IV Unwgtd 9,845 1,204 267 578 103 (000) 41,158 5,181 1,153 2,208 358 Horz % 100 12.6 2.8 5.4 0.9 Vert % 20.04 20.9 19.6 21.0 17.9 Index 100 104 98 105 89 Newspaper Quintile V Unwgtd 8,780 1,024 257 415 104 (000) 41,086 4,721 1,194 1.645 131 Horz % 100 11.5 2.9 4.0 1.1 Vert % 20.01 19.0 20.2 15.7 21.6 Index 100 95 101 78 108 Outdoor Quintile I Unwgtd 10,358 1,286 272 732 151 000) 10,974 4,922 1,110 2,644 562 Horz% 100 12.0 2.7 6.5 1.4 Vert % 19.95 19.8 18.8 25.2 28.1 Index 100 99 94 126 141 Outdoor Quintile II Unwgtd 10,598 1,341 309 692 125 (000) 41,018 4,845 1,228 2,263 Horz %% 100 11.8 3.0 5.5 0.9 Vert % 19.97 19.5 20.8 21.6 19.1 Index 100 98 104 108 96 Outdoor Quintile Ill Unwgtd 10,933 1,373 289 662 128 (000) 40,878 5,329 1,146 2,097 294 Horz % 100 13.0 2.8 5.1 1.0 Vert % 19.9 21.5 19.4 20.0 19.7 Index 100 108 98 100 99 Outdoor Quintile IV Unwgtd 10,410 1,196 283 562 105 (000) 10,989 4,698 1,166 2,031 370 Horz % 100 11.5 2.8 5:0 0.9 Vert % 19.96 18.9 19.8 19.4 18.5 Index 100 95 99 97 93 Outdoor Quintile V Unwgtd 9,475 1,075 260 392 83 (000) 41,509 5,054 1,249 1,457 292 Horz % 100 12.2 3.0 3.5 0.7 Vert % 20.21 20.3 21.2 13.9 14.6 Index 100 101 105 69 72 (continued) 2 )Table 19.1 (continued) Total beer/ale: Total beer/ale: Budweiser all Budweiser Miller Lite all Miller Lite All users heavy users users heavy users Radio Quintile I Unwgtd 9,813 1.334 332 605 137 (000) 40,913 5,933 1,467 2,330 482 Horz % 100 14.5 3.6 5.7 1.2 Vert % 19.92 23.9 24.9 22.2 24.1 Index 100 120 125 111 121 Radio Quintile II Unwgtd 10,628 1,396 333 650 131 (000) 41,166 5,439 1,309 2,207 408 Horz% 100 13.2 3.2 5.4 1.0 Vert % 20.04 21.9 22.2 21.0 20.4 Index 100 109 111 105 102 Radio Quintile Ill Unwgtd 11,111 1,350 276 745 139 (000) 41,258 5,078 1,095 2.518 453 Horz % 100 12.3 2.7 6.1 1.1 Vert % 20.09 20.4 18.6 24.0 22.6 Index 100 102 92 119 113 Radio Quintile IV Unwgtd 10,726 1,262 258 629 121 (000) 41,019 4,556 1,079 2,040 107 Horz % 100 11.1 2.6 5.0 1.0 Vert % 19.97 183 183 19.4 20.3 Index 100 92 92 97 102 Radio Quintile V Unwgtd 9.496 929 214 411 64 (000) 41,013 3,842 948 1,397 252 Horz % 100 9.4 2.3 3.4 0.6 Vert % 19.97 15.5 16.1 13.3 12.6 Index 100 77 80 67 63 TV (total) Quintile I Unwgtd 9.413 1,105 285 408 79 (000) 41,077 4.874 1,283 1,446 248 Horz % 100 11.9 3.1 3.5 0.6 Vert % 20 19.6 21.8 13.8 12.4 Index 100 38 109 69 62 TV (total) Quintile II Unwgtd 10,338 1,341 298 641 134 (000) 41,030 5,188 1,278 2,161 472 Horz % 100 12.6 3.1 5.3 1.2 Vert % 19.98 20.9 21.7 20.6 23.6 Index 100 105 108 103 118 TV (total) Quintile III Unwgtd 10,655 1,334 271 708 140 (000) 41,007 5,061 1,068 2.398 183 Horz % 100 12.3 2.6 5.9 1.2 Vert % 19.97 20.4 18.1 22.9 24.1 Index 100 102 91 114 121 TV (total) Quintile IV Unwgtd 10,667 1,317 281 655 128 (000) 41,006 5,266 1,242 2,181 444 Horz % 100 12.8 3.0 5.3 1.1 Vert % 19.97 21.2 21.1 20.8 22.2 Index 100 106 105 104 111 TV (total) Quintile V Unwgtd 10,701 1,174 278 628 111 (000) 41,248 4.457 1,027 2,307 354 Horz % 100 10.8 2.5 5.6 0.9 Vert % 20.09 17.9 17.4 22.0 17.7 Index 100 89 87 109 88 TV (prime time) Quintile I Unwgtd 10,107 1,246 280 545 101 (000) 40.930 4,947 1,134 1,710 300 Horz % 100 12.1 2.8 4.2 0.7 Vert % 19.93 19.9 192 16.3 15.0 Index 100 100 96 82 75Total been/ale: Total beer/ale: Budweiser all Budweiser Miller Lite all Miller Lite All users heavy users users heavy users TV (prime time) Quintile II Unwgtd 10,581 1,311 26 675 146 (000) 41,097 4,830 1,003 2,270 466 Horz % 100 11.8 2.4 5.5 1.1 Vert % 20.01 19.4 17.0 21.6 23.3 Index 100 97 85 108 116 TV (prime time) Quintile Ill Unwgtd 10,581 1,317 294 644 118 00) 41,200 5,235 1,354 2,261 171 Horz % 100 12.7 3.3 5.5 1.1 Vert % 20.06 21.1 23.0 21.6 23.5 Index 100 105 114 107 117 TV (prime time) Quintile IV Unwgtd 10,495 1,288 292 641 122 (000) 41,032 5,190 1,323 2,275 430 Horz % 100 12.7 3.2 5.6 1.1 Vert % 19.98 20.9 22.4 21.7 21.5 Index 100 105 112 109 108 TV (prime time) Quintile V Unwgtd 10,010 1,109 278 535 105 (000) 41,108 4,645 1,085 1,975 334 Horz % 100 113 2.6 4.8 0.8 Vert % 20.02 18.7 18.4 18.8 16.7 Index 100 93 92 94 83 TV (day time) Tercile I Unwgtd 4,319 472 131 177 36 (000) 20,264 2,414 737 135 Horz % 100 11.9 3.4 3.6 0.7 Vert % 9.87 9.7 11.6 7.0 6.7 Index 100 98 117 71 68 TV (day time) Tercile II Unwgtd 4,561 466 101 208 37 (000) 20,393 2,14 469 750 136 Horz % 100 10.5 2.3 3.7 0.7 Vert % 9.93 8.6 8.0 7.1 6.8 Index 100 87 80 72 69 TV (day time) Tercile III Unwgtd 4,860 510 120 228 37 (000) 20,475 2,120 530 795 128 Horz % 100 10.4 2.6 3.9 0.6 Vert % 9.97 9.0 7.6 6.4 Index 100 86 90 76 64 Yellow Pages Tercile I Unwgtd 8,240 1,034 244 536 104 (000) 3,3049 4,254 1,057 2,047 401 Horz % 100 12.9 3.2 6.2 1.2 Vert % 16.09 17.1 17.9 19.5 20.0 Index 100 106 111 121 124 Yellow Pages Tercile II Unwgtd 8,691 1,020 225 585 118 (000) 33,051 3,809 925 1,948 399 Horz % 100 11.5 2.8 5.9 1.2 Vert % 16.09 15.3 15.7 18.6 19.9 Index 100 95 97 115 124 Yellow Pages Tercile III Unwgtd 8.441 989 208 553 93 (000) 32,915 3,836 924 1,900 327 Horz % 100 111 2.5 5.8 1.0 Vert % 16.03 15.4 14.0 18.1 16.3 Index 100 96 87 113 102 Source: Doublebase Mediamark Research Inc. Notes: weighted population (1,000). Projections relatively unstable. Use with caution. Base: All. All users = drank in last 6 months; heavy users = 6+ glasses past 7 days
