Simmons Study of Media and Markets

&Choices3

Basic Operations

• 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

Background

Choices II SurveysChoices II Surveys1996 Spring – 1999 Spring1996 Spring – 1999 Spring

Choices3 SurveysChoices3 SurveysFall – 6 Month & Full Year (Fall – 6 Month & Full Year (HHLD / POP)HHLD / POP)

2000 – 2007 (2008 on order)2000 – 2007 (2008 on order)

Available Simmons Data

• 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

Foundation Concepts

BaseBase ColumnColumn

RowRow

“The Worksheet”

(specific demographic(specific demographicgroup(s)) [few]group(s)) [few] [depth][depth]

(Products or Services)(Products or Services)[few][few]

(other demographic or(other demographic orMedia attributes) Media attributes) [many][many]

VisualizeVisualize the end the endresult that youresult that you

want.want.

• 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…?”

Coding Window

Row WindowOr

Filter Window

Column Window

Dictionary Browser Window

Questions Asked Possible Answers

Dictionary Browser Window

Answers are what go intothe Columns or Rows of theCrosstab Report, or as aFilter for the Report.

Coding Window

Inserts logical AND

Inserts logical OR

Inserts logical XOR

Inserts logical NOT

Inserts BRACKETS

Clears both coding box &heading box

Heading Box

Coding Box

Checks syntax of coding

Coding Window Example

You can name a complex coded combination anything you want.

All Set?

Click the Run the Analysis button

Crosstab View Example

• It’s projected that 6,413,000 males own motorcycles.It’s projected that 6,413,000 males own motorcycles.• There were 682 respondents who fit this profile. There were 682 respondents who fit this profile. • 54.75% of the people who own motorcycles are male.54.75% of the people who own motorcycles are male.• 6.97% of males own motorcycles.6.97% of males own motorcycles.• Males are 14% more likely to own a motorcycle.Males are 14% more likely to own a motorcycle.

Reading the Contents of a Crosstab Report