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Simmons Study of Media and Markets & Choices3

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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.

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Presentation Transcript
slide1

Simmons Study of Media and Markets

&

Choices3

Basic Operations

slide2

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
slide3

Available Simmons Data

  • Choices II Surveys
    • 1996 Spring – 1999 Spring
  • Choices3 Surveys
    • Fall – 6 Month & Full Year (HHLD / POP)
    • 2000 – 2007 (2008 on order)
slide4

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
slide5

“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]

slide6

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…?”
slide7

Column Window

Dictionary Browser Window

Row Window

Or

Filter Window

Questions Asked

Possible Answers

Coding Window

slide9

Dictionary Browser Window

Answers are what go into

the Columns or Rows of the

Crosstab Report, or as a

Filter for the Report.

slide10

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

slide11

Coding Window Example

You can name a complex coded combination anything you want.

slide12

All Set?

Click the Run the Analysis button

slide14

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.
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