The product and service
information in the PMB 2009 Spring Study Guide is divided into
18 categories,
cross-referenced
to the relevant pages of the 2008 Product Profile questionnaire
(please refer to
the questionnaire to check the actual wording).
Most product
data are in the PMB 2009 Spring (2-year) database,
from a sample of approximately
25,000 respondents interviewed in 2007 (12,500) and 2008 (12,500).
However, some
products were included in only the 2008 fieldwork, with data available
in only the PMB 2009 Spring
(1-year) database (highlighted as (1)).
All the product data may be cross-tabulated with readership and
other media data – evidence
of the high value of the PMB study as a single-source database.
The Study Guide also lists the demographics and psychographics,
retail stores
(Appendix A), and television viewing (Appendix B).
The PMB personal interview collects information on magazine readership
(see next page) and
exposure to other media. Product data are collected from a leave-behind
questionnaire
completed after the personal interview.
Members may arrange computer access to the data. In addition,
PMB provides web access
at www.pmb.ca
for standard demographic data on all product categories.
