Simmons Study of Media and Markets
This presentation is the property of its rightful owner.
Sponsored Links
1 / 14

Simmons Study of Media and Markets & Choices3 PowerPoint PPT Presentation


  • 73 Views
  • Uploaded on
  • Presentation posted in: General

Simmons Study of Media and Markets & Choices3. Basic Operations. Background. Company – Simmons Market Research Bureau, Inc. Product – Study of Media and Markets (SMM) An annual national consumer survey of 20-30,000 households within the continental U.S.

Download Presentation

Simmons Study of Media and Markets & Choices3

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Simmons study of media and markets choices3

Simmons Study of Media and Markets

&

Choices3

Basic Operations


Simmons study of media and markets choices3

Background

  • Company – Simmons Market Research Bureau, Inc.

  • Product – Study of Media and Markets (SMM)

    • An annual national consumer survey of 20-30,000 households within the continental U.S.

    • Documents “buying habits” and “media habits”

    • Statistical projections; project-able to 12 separate major DMA’s

  • Interface Software – Choices3


Simmons study of media and markets choices3

Available Simmons Data

  • Choices II Surveys

    • 1996 Spring – 1999 Spring

  • Choices3 Surveys

    • Fall – 6 Month & Full Year (HHLD / POP)

    • 2000 – 2007 (2008 on order)


Simmons study of media and markets choices3

Foundation Concepts

  • First

    • Choices3 produces a Microsoft Excel file as its final product, so…

    • THINK SPREADSHEET!

    • Rows & columns

  • Second

    • Write the question(s) down, then…

    • Underline the important concepts.

    • Ex: What age groups of men and women watch Rosie?

  • Third… Use the Worksheet


Simmons study of media and markets choices3

“The Worksheet”

Base

Column

(specific demographic

group(s)) [few][depth]

(Products or Services)

[few]

Row

Visualize the end

result that you

want.

(other demographic or

Media attributes) [many]


Simmons study of media and markets choices3

  • What the heck are “psychographics”?

    • Pertain to the study of …

      • Personalities

      • Attitudes

      • Life Styles

    • Thought to be a better predictor of behavior than pure demographics.

    • They ask questions like:

      • “Do you agree with…?”

      • “Do you disagree with…?”


Simmons study of media and markets choices3

Column Window

Dictionary Browser Window

Row Window

Or

Filter Window

Questions Asked

Possible Answers

Coding Window


Simmons study of media and markets choices3

Dictionary Browser Window

Answers are what go into

the Columns or Rows of the

Crosstab Report, or as a

Filter for the Report.


Simmons study of media and markets choices3

Coding Window

Heading Box

Coding Box

Inserts logical AND

Inserts BRACKETS

Inserts logical OR

Clears both coding box &

heading box

Inserts logical XOR

Checks syntax of coding

Inserts logical NOT


Simmons study of media and markets choices3

Coding Window Example

You can name a complex coded combination anything you want.


Simmons study of media and markets choices3

All Set?

Click the Run the Analysis button


Simmons study of media and markets choices3

Crosstab View Example


Simmons study of media and markets choices3

Reading the Contents of a Crosstab Report

  • It’s projected that 6,413,000 males own motorcycles.

  • There were 682 respondents who fit this profile.

  • 54.75% of the people who own motorcycles are male.

  • 6.97% of males own motorcycles.

  • Males are 14% more likely to own a motorcycle.


  • Login