MKTG 483: Advertising & Promotion: An Integrated Marketing Communications Approach

Report for who drink energy drinks based on brand, gender and age.

How many Men, age 22-24 drink Red Bull 

Unweighted: The number of people who responded to the survey and meet the criteria. 

• 120 men between the ages of 22-24 drink Red Bull.  

Weighted (000): The projected number of people that fit your criteria. The number is expressed by thousands.

• Simmons Insight estimates that 1,700,000 men between the ages of 22-24 who drink Red Bull 

Vertical %: The percentage of those with a given characteristic as defined by the Column heading. In this case, it tells you who is drinking Red Bull.

• Reading Down the column: Of all the adults that drank Red Bull, 68.9% are men between the ages of 18-24.

Horizontal %: The percentage of those with a given characteristic as defined by the Row heading. In this case, it tells you how many men between certain ages are drinking Red Bull. 

• Reading Across the Row: Of all the adults between the Men between 22-24, 1.4% of them drink Red Bull. 

Index: The likely hood of all of your criteria intersecting. The index is always 100. If the number is above 100, your group is more likely to do something. If it is below 100, they are less likely to do something.

• Index: The index is 136. Men between the ages of 22-24 are 64% more likely than the average to drink Red Bull in the last 6 months.

* or **: If you see When you see an asterisk (* or **) this means the sample used was small.

• This means the data is unstable and may need more research.