Why is there no frequency value when using the "Utils" method of reach?
The frequency values will not be displayed when using the “Utils” method of reach.
In TURF analysis, the key performance metrics are reach and frequency. Generally speaking, reach is the percentage of the sample that is “reached” by items in the combination, and frequency is the average number of times a reached respondent is reached.
When using the “Utils” method to compute reach, each respondents’ reach is the probability of them being reached; therefore, the frequency calculation cannot be performed, as there is no way to compute a discrete number of reached respondents.