Elizabeth Stephan

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An Introduction to Simmons Choices 3

• Elizabeth Stephan
• JD Williams Library
• University of Mississippi

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Simmons Choices 3 What is it?

• Choices 3 is a database of consumer data about
  product, brand, and media usage
• Based on a survey of 30,000 households
• Simmons sells dated data to academic libraries
• Current version 2003 data
• What you can find
• What a certain group is watching, reading, or
  buying.
• What you cant find
• Analysis of a group. Data only, no narrative.

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Simmons Choices 3 Where can I find it?
Simmons Choices 3 is available on one computer in
the library. This computer is located on the
first floor, past the reference desk and main
reference computers.
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After opening Simmons Choices 3, you must choose
a survey. Click on the Change Survey button
Column
Answer Box
Dictionary Box
Row
Coding Box
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• We have access to two surveys
• NCS Fall 2002 ADULTS FULL YEAR (Jan02-Sept02)
• HHLD Household
• POP Population.
• Choose one and click OK.
• Household is defined as on one or more persons
  living at the same address this example is
  based on Household survey

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Setting up the Crosstab Report Filters, Columns,
and Rows
Rows usually have demographic, psychographic, or
media information
The filter allows you to survey a specific group
such as men, age groups, etc. If you dont apply
a filter you will survey the entire US population
Columns usually contain product information for
example, types of vehicle or soap brands.
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• Calculating Crosstab Report
• The Crosstab Report is the final report with your
  data
• Click on Crosstab Icon and wait for report to be
  compiled

• Choosing a Row (Age/Demographic)
• Select Lifestyle Demographics Age
• Select age groups
• Click Row icon

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Vert Of all the men who recently acquired a
Cadillac, 8.2 of them were between the ages of
40-44
Horz Of all the men between the ages of 40-44,
1.04 of them recently acquired a Cadillac
Index Men between the ages of 40-44 are 30 less
likely to have recently acquired a Cadillac.
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Media Ranking Rank/Sort Magazine Readership by
Group
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• Top Ten, by Index
• Four Wheeler
• First for Women
• US Weekly
• National Examiner
• Petersons 4Wheel Off-Road
• Child
• Womans World
• Entertainment Weekly
• Scientific American
• Premier

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• Top Ten, by vert
• Smart Source
• Parade Magazine
• USA Weekend
• TV Guide
• Playboy
• People Weekly
• Sports Illustrated
• Car and Driver
• Time
• Entertainment Weekly

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• Top Ten, by vert
• Playboy
• People Weekly
• Sports Illustrated
• Car and Driver
• Time
• Entertainment Weekly
• Readers Digest
• Newsweek
• National Geographic
• Maxim

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Questions?

• Elizabeth Stephan
• Phone [phone]
• Email estephan_at_olemiss.edu
• Office 106 JD Williams Library (first floor,
  across from Interlibrary Loan)