Navigating the Simmons OneView Database. Emily Treptow & Breezy Silver Gast Business Library 2/4/14. What Is OneView ?. A collection of data about Americans’ product and brand usage, buying and media habits National Consumer Study Conducted by Experian Simmons annually
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Emily Treptow & Breezy Silver
Gast Business Library
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Fall 2010 NHCS Adult Survey 6 month is default survey – may want to change
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Which brands of jeans (Gap, Levi’s, Liz Claiborne, or Wrangler) did U.S. adults buy in the last 12 months by the following age groups: 18-24 yrs, 25-34 yrs, 35-49 years, and ages 50+?
Find the jean brands
Find the age demographics
Demographics go in rows and Product information goes in columns
Sample = actual number of respondents in survey who meet criteria of both the row and column
Weighted (000) = estimated total number of adults who meet criteria of both the row and column
2,353 survey respondents bought Wranglers
214 survey respondents bought Wranglers AND are 25-34
There are approximately 3,412,000 (projected) 25-34 year old adults in the general population who bought Wranglers
Vert% = represents the percentage of the column that fit the row definition
Hort% = represents the percentage of the row that is a member of the column
Index= compares the criteria to the average. The base number is 100. < 80 less likely and >120 more likely.
Approximately 8.88% of adults who bought Wranglers were 25-34 year old
Approximately 8.73% of 25-34 year old adults bought Wranglers
125 means that 50+ year olds are 25% more likely than the total population to have bought Liz Claiborne jeans
Among those jean buyers, what are the buying habits of female adults?
Advertising in which magazine
would be the most effective to reach
female Levi-wearing 25-34 year olds:
Better Homes and Gardens, Cosmopolitan, or Consumer
What magazine are female buyers of Levi’s jeans most likely to read of the following publications:
Cosmopolitan or Ladies Home Journal?
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