Simmons Choices

1
Simmons Choices

• Simmons Study of Media and Markets, Choices 3 is
  a collection of consumer data about product and
  brand usage.
• Based on a survey of 30,000 households, it can be
  used to create customized reports analyzing the
  demographic and psychographic characteristics of
  product users and their media behavior.
• The latest available data is for 2001.
• What you can find
• What a certain group is watching or reading. What
  a certain group is buying.
• What you cant find
• Analysis of a group. Data only.

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After opening Simmons Choices 3, you must choose
a survey. Click on Survey gt Change Survey
Coding Box
Dictionary Box
Answer Box
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• We have access to two surveys
• NCS Fall 2002 ADULTS FULL YEAR (June02-Sept02)
  HHLD Household
• NCS Fall 2002 ADULTS FULL YEAR (June02-Sept02)
  POP Population.
• Choose one and click OK.

4
Setting up the Crosstab Report Filters, Rows,
and Columns
Rows generally have demographic, psychographic,
or media information, such as household income,
buying style, magazine titles, etc.
Columns generally contain product information
for example, types of telephones or popcorn
brands.
Filter The filter, also known as the base or
universe, allow you to survey a particular group
such as women, specific age groups, etc. To
survey the total US population, you may leave the
Filter Box blank.
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Apply a Filter this is optional

• Apply filter for women All of your results will
  be for women
• Choose Gender gt Female gt Click on Filter icon
• Notice the tab at the bottom changes to Filter

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• Choosing A Column
• Go back to Dictionary Box Click on Lifestyle
  Demographics gt Demographics gt Age
• Click Age. Several age ranges will appear in
  Answer Box choose the age range (s) (hold shift
  to choose several in a row or ctrl to choose
  multiple options)
• Click on Column icon
• Because a filter has been set up, information you
  will see will be for women within these age groups

7

• Choosing a Row
• Go back to Dictionary Box, click on Automotive gt
  Domestic Vehicles Make/Model
• Click on Most Recently Acquired Domestic
• In the Answer box, hold down the Shift key and
  click on all Cadillac models listed Click on Row
  icon

• Calculating Crosstab Report
• The Crosstab report is the final report with your
  data
• Click on Crosstab Icon and wait for
  report to be compiled

8
Click on Crosstab View. This is the Crosstab
Report you just created.

• Choosing your row or product
• Scroll down dictionary box to Automotive, click
  on
• Click on Domestic vehicles Make Model
• Highlight items you want and click on Row icon

Creating Crosstab Report Click on Crosstab icon
9
Vert Of all the women between the ages of 35
and 39, .02 of them drive a Cadillac Escalade
Horz Of all the women who drive Cadillac
Escalades, 4.39 Of them are between the ages of
35 and 39
Index Women between the ages of 35 and 39 were
51 less likely to drive a Cadillac Escalade