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Simmons Study of Media and Markets & Choices3

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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Simmons Study of Media and Markets & Choices3

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  1. Simmons Study of Media and Markets & Choices3 Basic Operations

  2. 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

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

  4. 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

  5. “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]

  6. 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…?”

  7. Column Window Dictionary Browser Window Row Window Or Filter Window Questions Asked Possible Answers Coding Window

  8. Dictionary Browser Window Answers are what go into the Columns or Rows of the Crosstab Report, or as a Filter for the Report.

  9. 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

  10. Coding Window Example You can name a complex coded combination anything you want.

  11. All Set? Click the Run the Analysis button

  12. Crosstab View Example

  13. 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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