 How to use GFK-MRI University Reporter, formerly called MRI+. This database contains market research data. Use of the database requires free registration using a code which can be provided by your Binghamton Marketing Professor or from the Bartle Library reference desk. GFK-MRI University Reporter provides information on demographics, lifestyles, product and brand usage, and advertising media preferences. The data is always at least a year old. Once you are in GFK-MRI University Reporter, click on the large University Reporter icon. From the next screen, choose your category. The keyword search box at the top of the screen will search the entire database and not just the category headings. We will select electronics. The following screen further narrows down your options. We will choose tablets and e-readers brands bought. The following screen gets down to brand level. First, you must select the type of report. A standard report will list the demographic information. A trend report will show you the basic demographic information for a three year period. We will use a standard report. Next, choose your base. This is broken down by total adults, men, women, principal, shopper. We will select total adults. The details box lets you type in an item name, which is primarily useful when there is a long list in the brands box. The bottom section contains a list of tablets and e-readers. We will select any iPad, includes many, bought in the last 12 months. At the bottom of the column, there is an option to combine brands. Now let's look at our results table. Note that the figures in red are derived from a sample of 50 or less. Each of the column headings can be used to sort the results. The base total is the column that defines total adults by demographics and viewing habits. The base in this instance is 237,11,000 adults. The thousands column is the projected U.S. population of adult purchasers of iPads. In this example, it is 10,474,000. Note that you can also see male and female breakdowns, and that women bought more iPads than men. The percentage detail column is a comparison with your demographic, such as age or gender. For example, 10.59% of people who bought an iPad in the past 12 months were aged 18 to 24. 32.59% of those buyers had attended college. Percentage target is another way of looking at the demographic breakdown, whereas 10.59% of iPad purchasers were in the 18 to 24 age group. Only 3.67% of all 18 to 24-year-olds bought an iPad. The index column figure estimates the likelihood of someone purchasing a product. Note that in some searches this may refer to use rather than purchases. Over 100 is more likely, under 100 is less likely. We can see in this example that 18 to 24-year-olds with a score of 83 are 17% less likely to buy an iPad. However, 25 to 34-year-olds with a 132 rating are 32% more likely to purchase an iPad. There are icons at the top of the page. The magnifying glass is a search function that will allow you to search for additional reports. The file folder allows you to open previously saved reports. The floppy disk is for downloading the report. The next tab is for downloading your report into Excel. The gear symbol allows the user to add additional demographic and media categories to the results table. It is followed by the icons for help, the home page, and log out.