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

2. 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

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

4. 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

5. BaseColumn Row “The Worksheet ” (specific demographic group(s)) [few] [depth] (Products or Services) [few] (other demographic or Media attributes) [many] Visualize the end result that you want.

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. Coding Window Row Window Or Filter Window Column Window Dictionary Browser Window Questions AskedPossible Answers

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

10. 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

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

12. All Set? Click the Run the Analysis button

13. Crosstab View Example

14. 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