Simmons Choices 3

Study of Media and Markets software

Opening Screen

Choose your universe

Then click on Filter button…

Choose Columns (usually brands or data elements)

Choose Rows (usually demographic or psychographic data)

Click on Crosstabs (“Run Analysis”) button

Open Report Options

Read Results

Most important data are in “vertical” and “horizontal” entries:

for vertical, read “percentage of users in column heading do what is in the row heading”

for horizontal, read “percentage of users in row heading do what is in that column’s heading”

From this survey, of women who drink imported beer, 3.95% read Food and Wine Magazine; of all women who read this magazine, 37.2% drink imported beer.

Use Coding Box to Create Complex Variables

Note Complex Filter…

Add to coding box by right clicking on data item; when variables are combined, click on lower Filter, Row or Column button to add to your query

Single Variable Searches Useful for Potential Audience Size

Note that the “total/total” intersection point gives the total number of people in the survey who matched the filtered universe. (000) data entry gives an estimate of the number of people in the U.S. who fit these criteria. So there were approx. 10,878,000 American women between 21-34 years old who worked full- or part-time in 2000.