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Consumer Survey Datasets What are they? How do you interpret the data? A brief look at Mediamark Online …

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Consumer Survey Datasets. What are they? How do you interpret the data ? A brief look at Mediamark Online …. Simmons. What are they?. They are the tabulated, numeric results of huge surveys of many consumers. The major producers are: Simmons Market Research Bureau (SMRB) - PowerPoint PPT Presentation

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Page 1: Consumer Survey Datasets

Consumer Survey DatasetsWhat are they?

How do you interpret the data?

A brief look at Mediamark Online …

Page 2: Consumer Survey Datasets

What are they?They are the tabulated, numeric results of huge surveys of many consumers.

The major producers are:• Simmons Market Research Bureau (SMRB)• Mediamark Research Inc. (MRI)

SimmonsSimmons

Page 3: Consumer Survey Datasets

Types of Data Collected:

• Demographics (lots of them!)• Product usage• Brand preferences• Media usage• Media preferences• Lifestyle (psychographics,

mostly in Simmons)

Page 4: Consumer Survey Datasets

Methodology:

• Twice-a-year in-depth surveys of 20-30 thousand adult consumers. Includes:– ~10 days of keeping a ‘diary’ of all activities,

purchases, consumption, media, etc.– In-person fieldworker interview of household

• Data from surveys is ‘projected’ onto annual Census Bureau Population Estimates

Page 5: Consumer Survey Datasets

Limitations:• Separate studies for minors.• Best for consumer products, not so much for B2B

products.• Academic libraries are only allowed to buy out-

of-date data (1-year-old for Mediamark, 2-years-old for Simmons)

• Mediamark is online, but only provides pre-formatted, ‘canned’ crosstab reports

• Simmons is cd-rom data (no online access), but has a powerful interface that allows lots of customization

Page 6: Consumer Survey Datasets

Typical questions:

• Demographically, who are the best buyers or customers of product x or brand y?

• Demographically, who should the manufacturer target in order to increase market share?

• How do I find psychographics for this target group? (Simmons only)

Page 7: Consumer Survey Datasets

Example questions:

• Who are the best customers for Nike athletic shoes?

• What demographic group could we target with an ad campaign, in order to try to increase Nike’s market share?

Page 8: Consumer Survey Datasets

• Advertising

Let’s briefly look at how to retrieve a crosstab in Mediamark Reporter, which is the easiest to use.

Starting from the Libraries’ homepage, here’s how to get to it …

Let’s briefly look at how to retrieve a crosstab in Mediamark Reporter, which is the easiest to use.

Starting from the Libraries’ homepage, here’s how to get to it …

Page 9: Consumer Survey Datasets

Mediamark ReporterMediamark Reporter (Online version)(Online version)Mediamark ReporterMediamark Reporter (Online version)(Online version)

Page 10: Consumer Survey Datasets

New User?New User?Register for a FREE AccountRegister for a FREE Account

New User?New User?Register for a FREE AccountRegister for a FREE Account

Registration:Registration:Use your Use your Marquette email accountMarquette email account to register for to register for an account. Both email address and the password an account. Both email address and the password you create are you create are case sensitivecase sensitive!!!!After registering, you’ll receive an email message After registering, you’ll receive an email message with an activation link from Mediamark.with an activation link from Mediamark.

Registration:Registration:Use your Use your Marquette email accountMarquette email account to register for to register for an account. Both email address and the password an account. Both email address and the password you create are you create are case sensitivecase sensitive!!!!After registering, you’ll receive an email message After registering, you’ll receive an email message with an activation link from Mediamark.with an activation link from Mediamark.

This account is free to you: the Libraries pay for the This account is free to you: the Libraries pay for the subscription to the database …subscription to the database …By the way, the database works best with Internet Explorer.By the way, the database works best with Internet Explorer.

This account is free to you: the Libraries pay for the This account is free to you: the Libraries pay for the subscription to the database …subscription to the database …By the way, the database works best with Internet Explorer.By the way, the database works best with Internet Explorer.

Page 11: Consumer Survey Datasets

Mediamark ReporterMediamark Reporter

Click on this button to start … Click on this button to start … A new browser window will be launched, so A new browser window will be launched, so be sure that your browser allows pop-ups.be sure that your browser allows pop-ups.

Click on this button to start … Click on this button to start … A new browser window will be launched, so A new browser window will be launched, so be sure that your browser allows pop-ups.be sure that your browser allows pop-ups.

Page 12: Consumer Survey Datasets

Click in the Report Volume selection box to choose a report. This will trigger the appearance of another selection box …Click in the Report Volume selection box to choose a report. This will trigger the appearance of another selection box …

Volume Types:

Product: profiles who uses different product types, brands, etc. Also includes profiles of behaviors (e.g. leisure activities / hobbies, sports participation, voting, lottery, etc.)Media: profiles the media used by different demographic groups (e.g. by age, occupational group, educational level, etc.). Includes the media quintiles.Magazine Qualitative: provides a qualitative measure of how a magazine is used by readers (e.g. where do they read it, with how much attention and thoroughness, do they take any action after reading it).Magazine Cumulative: provides 4-issue reach and frequency data for each title.

Volume Types:

Product: profiles who uses different product types, brands, etc. Also includes profiles of behaviors (e.g. leisure activities / hobbies, sports participation, voting, lottery, etc.)Media: profiles the media used by different demographic groups (e.g. by age, occupational group, educational level, etc.). Includes the media quintiles.Magazine Qualitative: provides a qualitative measure of how a magazine is used by readers (e.g. where do they read it, with how much attention and thoroughness, do they take any action after reading it).Magazine Cumulative: provides 4-issue reach and frequency data for each title.

Spring 2006 ProductSpring 2006 ProductSpring 2006 ProductSpring 2006 Product

Page 13: Consumer Survey Datasets

Scroll through the report selections to choose a product type, media user type (demographic group), etc.

Scroll through the report selections to choose a product type, media user type (demographic group), etc.

You can also search for a keyword. But beware!► Keyword searching works best with brand names and other distinctive

words. Until you are familiar with the database’s terminology, it can be less useful.

You can also search for a keyword. But beware!► Keyword searching works best with brand names and other distinctive

words. Until you are familiar with the database’s terminology, it can be less useful.

Page 14: Consumer Survey Datasets

The Search Results and Crosstab display…The Search Results and Crosstab display…The left half of this screen shows the search results, The left half of this screen shows the search results, and the right half and the right half automaticallyautomatically shows a Crosstab shows a Crosstab for the first result listed.for the first result listed.

The Search Results and Crosstab display…The Search Results and Crosstab display…The left half of this screen shows the search results, The left half of this screen shows the search results, and the right half and the right half automaticallyautomatically shows a Crosstab shows a Crosstab for the first result listed.for the first result listed.

The Crosstab on the right always reflects the variables highlighted on the left.

The Crosstab on the right always reflects the variables highlighted on the left.

Page 15: Consumer Survey Datasets

When you change the selection in the Category box, the variables in the Target box will also change …And so will the crosstab.

When you change the selection in the Category box, the variables in the Target box will also change …And so will the crosstab.

Athletic Shoes – Brands BoughtAthletic Shoes – Brands BoughtAthletic Shoes – Brands BoughtAthletic Shoes – Brands Bought

Page 16: Consumer Survey Datasets

Here you see a new Crosstab, reflecting the selections on the left.Here you see a new Crosstab, reflecting the selections on the left.

So now the question is: how do you interpret these numbers?!So now the question is: how do you interpret these numbers?!

Page 17: Consumer Survey Datasets

TotalAge 18-24Age 25-34Age 35-44Age 45-54Age 55-64Age 65+Men 18-34Men 18-49Men 25-54Women 18-34Women 18-49Women 25-54

Total‘000

216,97128,02139,43043,65641,68029,07735,10833,83666,21861,58433,61567,00763,181

Proj‘000

32,7616,0839,3327,9675,7342,4561,1908,462

14,06211,7366,953

12,52911,296

PercentAcross

15.121.723.718.213.88.43.4

25.021.219.120.718.717.9

PercentDown

100.018.628.524.317.57.53.6

25.842.935.821.238.234.5

Index

100144157121915622

166141126137124118These data are from the These data are from the

Census Bureau’s Census Bureau’s Annual Annual Population Estimate SurveyPopulation Estimate Survey

These data are from the These data are from the Census Bureau’s Census Bureau’s Annual Annual

Population Estimate SurveyPopulation Estimate Survey

These data are projected, These data are projected, or extrapolated, from the or extrapolated, from the Mediamark survey results.Mediamark survey results.

These data are projected, These data are projected, or extrapolated, from the or extrapolated, from the Mediamark survey results.Mediamark survey results.

PercentDown

PercentAcross Index

Athletic Shoes – Brands Bought: Nike in last 12 months

Then we have three calculated variables …Then we have three calculated variables …

Page 18: Consumer Survey Datasets

Athletic Shoes – Brands Bought: Nike in last 12 months

TotalAge 18-24Age 25-34Age 35-44Age 45-54Age 55-64Age 65+Men 18-34Men 18-49Men 25-54Women 18-34Women 18-49Women 25-54

Total‘000

216,97128,02139,43043,65641,68029,07735,10833,83666,21861,58433,61567,00763,181

Proj‘000

32,7616,0839,3327,9675,7342,4561,1908,462

14,06211,7366,953

12,52911,296

PercentAcross

15.121.723.718.213.88.43.4

25.021.219.120.718.717.9

PercentDown

100.018.628.524.317.57.53.6

25.842.935.821.238.234.5

Index

100144157121915622

166141126137124118

Index

157

What is the Index?The Index is a measure of the probability of finding a user in a specific small, group relative to the probability of finding a user in the larger, general population. Also called the ‘propensity to use’ …

What is the Index?The Index is a measure of the probability of finding a user in a specific small, group relative to the probability of finding a user in the larger, general population. Also called the ‘propensity to use’ …

English ‘translation’:

People who bought Nike athletic shoes in the past 12 months are 57% more likely to be in the 25-34 age range than the general population.

English ‘translation’:

People who bought Nike athletic shoes in the past 12 months are 57% more likely to be in the 25-34 age range than the general population.

Page 19: Consumer Survey Datasets

Athletic Shoes – Brands Bought: Nike in last 12 months

TotalAge 18-24Age 25-34Age 35-44Age 45-54Age 55-64Age 65+Men 18-34Men 18-49Men 25-54Women 18-34Women 18-49Women 25-54

Total‘000

216,97128,02139,43043,65641,68029,07735,10833,83666,21861,58433,61567,00763,181

Proj‘000

32,7616,0839,3327,9675,7342,4561,1908,462

14,06211,7366,953

12,52911,296

PercentAcross

15.121.723.718.213.88.43.4

25.021.219.120.718.717.9

PercentDown

100.018.628.524.317.57.53.6

25.842.935.821.238.234.5

Index

100144157121915622

166141126137124118

Index

157

157 – 100 = + 57%157 – 100 = + 57%157 – 100 = + 57%157 – 100 = + 57%

How do you get that English ‘translation’?You subtract 100 from the value. If the answer is positive, you say ‘more likely’.

How do you get that English ‘translation’?You subtract 100 from the value. If the answer is positive, you say ‘more likely’.

English ‘translation’:

People who bought Nike athletic shoes in the past 12 months are 57% more likely to be in the 25-34 age range than the general population.

English ‘translation’:

People who bought Nike athletic shoes in the past 12 months are 57% more likely to be in the 25-34 age range than the general population.

Page 20: Consumer Survey Datasets

TotalAge 18-24Age 25-34Age 35-44Age 45-54Age 55-64Age 65+Men 18-34Men 18-49Men 25-54Women 18-34Women 18-49Women 25-54

Total‘000

216,97128,02139,43043,65641,68029,07735,10833,83666,21861,58433,61567,00763,181

Proj‘000

32,7616,0839,3327,9675,7342,4561,1908,462

14,06211,7366,953

12,52911,296

PercentAcross

15.121.723.718.213.88.43.4

25.021.219.120.718.717.9

PercentDown

100.018.628.524.317.57.53.6

25.842.935.821.238.234.5

Index

100144157121915622

166141126137124118

Index

56

57 – 100 = – 43%57 – 100 = – 43%57 – 100 = – 43%57 – 100 = – 43%

Athletic Shoes – Brands Bought: Nike in last 12 months

But if the answer is negative ...But if the answer is negative ...

Page 21: Consumer Survey Datasets

Index numbersIndex numbers• Index value 100 = dead average for total

general population

• However, there is really an average ‘range’: 90 – 110, or 85 – 115

• Therefore:index values ≥ 110 are significantindex values ≤ 90 are significant

Page 22: Consumer Survey Datasets

The average range for index values:

Index = 100Index = 100

Index = 110 Index = 110Index = 90Index = 90

On this bell curve, all the average probability people fall between the 90 and 110 index lines. The people with greater and lesser probability, statistically speaking, are in the outside triangular areas.

On this bell curve, all the average probability people fall between the 90 and 110 index lines. The people with greater and lesser probability, statistically speaking, are in the outside triangular areas.

Page 23: Consumer Survey Datasets

Use high and low index #’s to determine:

• Demographics of ‘best’ or core customers• Demographics of low-use customers• Demographics of group to which you

might aim an ad campaign.

Page 24: Consumer Survey Datasets

Index numbers are NOT enough!• Index numbers are always and only

comparative, NOT quantitative: they compare data for a small demographic group to the same data for the general population.

Classic example:Asian-Americans have high index values (180-200) for the purchase of imported Japanese cars. However, they only constitute ~4.3% of the total population of the US (in 2005). Therefore, they cannot constitute a significant portion of the total number of the buyers of imported Japanese cars.

Page 25: Consumer Survey Datasets

Vertical % or % down numbers are quantitative!

Use % down/vertical % to see how many of your target group (column variable) also fall into a specific, smaller demographic (row variable).

Mediamark uses the label ‘% down’, and Simmons uses the label ‘vertical %’ – different names for the exact same value.

Use % down/vertical % to see how many of your target group (column variable) also fall into a specific, smaller demographic (row variable).

Mediamark uses the label ‘% down’, and Simmons uses the label ‘vertical %’ – different names for the exact same value.

Page 26: Consumer Survey Datasets

TotalAge 18-24Age 25-34Age 35-44Age 45-54Age 55-64Age 65+Men 18-34Men 18-49Men 25-54Women 18-34Women 18-49Women 25-54

Total‘000

216,97128,02139,43043,65641,68029,07735,10833,83666,21861,58433,61567,00763,181

Proj‘000

32,7616,0839,3327,9675,7342,4561,1908,462

14,06211,7366,953

12,52911,296

PercentAcross

15.121.723.718.213.88.43.4

25.021.219.120.718.717.9

PercentDown

100.018.628.524.317.57.53.6

25.842.935.821.238.234.5

Index

100144157121915622

166141126137124118

PercentDown

42.9

32,761

Good English ‘translations’:Among buyers of Nike athletic shoes in the last 12 months, 42.9% were men aged 25-49.Men aged 25-49 constitute 42.9% of all buyers of Nike athletic shoes in the past 12 months.

Good English ‘translations’:Among buyers of Nike athletic shoes in the last 12 months, 42.9% were men aged 25-49.Men aged 25-49 constitute 42.9% of all buyers of Nike athletic shoes in the past 12 months.

14,062

Athletic Shoes – Brands Bought: Nike in last 12 months

Page 27: Consumer Survey Datasets

Index values + vertical %’s =

• A good, reliable profile of best customers• A good profile of customer groups to target

with an ad campaign

The following screen will show a selection of rows that have both a higher index value (two exceptions with a low index value), and higher %’s down.

The following screen will show a selection of rows that have both a higher index value (two exceptions with a low index value), and higher %’s down.

Page 28: Consumer Survey Datasets

Total ‘000 Proj ‘000 % Across % Down IndexMen age 18-49 66,218 14,062 21.2 42.9 141

Women age 18-34 33,615 6,953 20.7 21.2 137

Child in HH: any 89,253 17,604 19.7 53.7 131

Marital status: never 53,847 10,976 20.4 33.5 135

Occupation: sales/office 34,842 6,558 18.8 20 125

HHI $75-149K 53,536 9,388 17.5 28.7 116

Race: Black/Afr. Am. 24,815 6,075 24.5 18.5 162

Spanish speaking HH 29,810 5,339 17.9 16.3 119

Census Region: West 48,244 6,378 13.2 19.5 88

TV (total) Quintile I 43,364 5,599 12.9 17.1 86

Comedy Central 48,028 9,218 19.2 28.1 127

ESPN 60,764 11,405 18.8 34.8 124

Football, Pro – weekend 46,675 9,686 20.8 29.6 137

Yahoo.com 85,153 15,627 18.4 47.7 122

From these rows, you can easily From these rows, you can easily conclude that Nike buyers …conclude that Nike buyers …

• are youngerare younger• are middle-incomeare middle-income• have childrenhave children• are more likely to be minoritiesare more likely to be minorities• are not the heaviest TV watchersare not the heaviest TV watchers• use Yahoo.comuse Yahoo.com

From these rows, you can easily From these rows, you can easily conclude that Nike buyers …conclude that Nike buyers …

• are youngerare younger• are middle-incomeare middle-income• have childrenhave children• are more likely to be minoritiesare more likely to be minorities• are not the heaviest TV watchersare not the heaviest TV watchers• use Yahoo.comuse Yahoo.com

Page 29: Consumer Survey Datasets

Total ‘000 Proj ‘000 % Across % Down IndexMen age 18-49 66,218 14,062 21.2 42.9 141

Women age 18-34 33,615 6,953 20.7 21.2 137

Child in HH: any 89,253 17,604 19.7 53.7 131

Marital status: never 53,847 10,976 20.4 33.5 135

Occupation: sales/office 34,842 6,558 18.8 20 125

HHI $75-149K 53,536 9,388 17.5 28.7 116

Race: Black/Afr. Am. 24,815 6,075 24.5 18.5 162

Spanish speaking HH 29,810 5,339 17.9 16.3 119

Census Region: West 48,244 6,378 13.2 19.5 88

TV (total) Quintile I 43,364 5,599 12.9 17.1 86

Comedy Central 48,028 9,218 19.2 28.1 127

ESPN 60,764 11,405 18.8 34.8 124

Football, Pro – weekend 46,675 9,686 20.8 29.6 137

Yahoo.com 85,153 15,627 18.4 47.7 122

What you have to What you have to figure outfigure out are the reasons for the data. are the reasons for the data.

For example, Nike buyers are less likely (index=88; %down=19.5) to For example, Nike buyers are less likely (index=88; %down=19.5) to live in the West, than in the South (index=107; %down=38.6). When live in the West, than in the South (index=107; %down=38.6). When you check the crosstabs for competitor brands, you find that in the you check the crosstabs for competitor brands, you find that in the West, Puma, Vans and other shoe brands are also very popular ... West, Puma, Vans and other shoe brands are also very popular ...

And if you only look at the TV quintile I data (index=86, And if you only look at the TV quintile I data (index=86, %down=17.1), you’d think that Nike buyers aren’t heavy TV %down=17.1), you’d think that Nike buyers aren’t heavy TV watchers. However, when you look at the numbers for ESPN watchers. However, when you look at the numbers for ESPN (index=124; %down=34.8), pro-football (index=137; %down=29.6) (index=124; %down=34.8), pro-football (index=137; %down=29.6) and Comedy Central (index=127; %down=28.1), you see that and Comedy Central (index=127; %down=28.1), you see that instead they’re just selective in what they watch.instead they’re just selective in what they watch.

What you have to What you have to figure outfigure out are the reasons for the data. are the reasons for the data.

For example, Nike buyers are less likely (index=88; %down=19.5) to For example, Nike buyers are less likely (index=88; %down=19.5) to live in the West, than in the South (index=107; %down=38.6). When live in the West, than in the South (index=107; %down=38.6). When you check the crosstabs for competitor brands, you find that in the you check the crosstabs for competitor brands, you find that in the West, Puma, Vans and other shoe brands are also very popular ... West, Puma, Vans and other shoe brands are also very popular ...

And if you only look at the TV quintile I data (index=86, And if you only look at the TV quintile I data (index=86, %down=17.1), you’d think that Nike buyers aren’t heavy TV %down=17.1), you’d think that Nike buyers aren’t heavy TV watchers. However, when you look at the numbers for ESPN watchers. However, when you look at the numbers for ESPN (index=124; %down=34.8), pro-football (index=137; %down=29.6) (index=124; %down=34.8), pro-football (index=137; %down=29.6) and Comedy Central (index=127; %down=28.1), you see that and Comedy Central (index=127; %down=28.1), you see that instead they’re just selective in what they watch.instead they’re just selective in what they watch.

Page 30: Consumer Survey Datasets

% across / horizontal %• Horizontal %’s are also quantitative • Use them to see how many of your row group also

fall into your target (column) group.• This value is used mostly in media planning

(e.g. when buying ads, you’ll need to know what percentage of a magazine’s readership fits into a particular demographic category.)

• Know how to read this value, if only so that you can readily distinguish it from the % down / vertical %

Page 31: Consumer Survey Datasets

TotalAge 18-24Age 25-34Age 35-44Age 45-54Age 55-64Age 65+Men 18-34Men 18-49Men 25-54Women 18-34Women 18-49Women 25-54

Total‘000

216,97128,02139,43043,65641,68029,07735,10833,83666,21861,58433,61567,00763,181

Proj‘000

32,7616,0839,3327,9675,7342,4561,1908,462

14,06211,7366,953

12,52911,296

PercentAcross

15.121.723.718.213.88.43.4

25.021.219.120.718.717.9

PercentDown

100.018.628.524.317.57.53.6

25.842.935.821.238.234.5

Index

100144157121915622

166141126137124118

PercentAcross

21.266,218

14,062

66,218X 100 = 21.2%

14,062

Good English ‘translations’:Good English ‘translations’:

Among all men aged 18-49, 21.2% bought Nike athletic Among all men aged 18-49, 21.2% bought Nike athletic shoes in the past 12 months.shoes in the past 12 months.

Buyers of Nike athletic shoes in the past 12 months Buyers of Nike athletic shoes in the past 12 months constitute 21.2% of all men aged 18-49.constitute 21.2% of all men aged 18-49.

Good English ‘translations’:Good English ‘translations’:

Among all men aged 18-49, 21.2% bought Nike athletic Among all men aged 18-49, 21.2% bought Nike athletic shoes in the past 12 months.shoes in the past 12 months.

Buyers of Nike athletic shoes in the past 12 months Buyers of Nike athletic shoes in the past 12 months constitute 21.2% of all men aged 18-49.constitute 21.2% of all men aged 18-49.

Athletic Shoes – Brands Bought: Nike in last 12 months

Page 32: Consumer Survey Datasets

The % down and % across values tell you about The % down and % across values tell you about the relationship (or proportions) between three the relationship (or proportions) between three groups of people: those in the row variable, groups of people: those in the row variable, those in the column variable, and those in both.those in the column variable, and those in both.

The % down and % across values tell you about The % down and % across values tell you about the relationship (or proportions) between three the relationship (or proportions) between three groups of people: those in the row variable, groups of people: those in the row variable, those in the column variable, and those in both.those in the column variable, and those in both.

Let’s try looking at the two calculated variables, Let’s try looking at the two calculated variables, % down and % across, another way.% down and % across, another way.Let’s try looking at the two calculated variables, Let’s try looking at the two calculated variables, % down and % across, another way.% down and % across, another way.

Page 33: Consumer Survey Datasets

Row:Men aged 18-49

(66,218)

Row:Men aged 18-49

(66,218)

Column:Bought Nike’s in last 12 mos.

(32,761)

Column:Bought Nike’s in last 12 mos.

(32,761)

X:(14,062)

X:(14,062)

Above is an ordinary Venn diagram representing two of the variables, and their cross-section (X).(Apologies: the circles are only approximately proportional …)

Now let’s look at how % down and % across are calculated for these variables.

Above is an ordinary Venn diagram representing two of the variables, and their cross-section (X).(Apologies: the circles are only approximately proportional …)

Now let’s look at how % down and % across are calculated for these variables.

Page 34: Consumer Survey Datasets

% Down:14,062 32,761

% Down:14,062 32,761

X 100 = 42.9 %X 100 = 42.9 %

Column:Bought Nike’s in last 12 mos.

(32,761)

Column:Bought Nike’s in last 12 mos.

(32,761)

X:(14,062)

X:(14,062)

Here you see that the cross-section of the two variables (X) represents 43% of the total for the column variable (people who bought Nike’s in the last 12 months).

Here you see that the cross-section of the two variables (X) represents 43% of the total for the column variable (people who bought Nike’s in the last 12 months).

Page 35: Consumer Survey Datasets

% Across:

14,062 66,218

% Across:

14,062 66,218

X 100 = 21.2 %X 100 = 21.2 %

X:(14,062)

X:(14,062)

Row:Men aged 18-49

(66,218)

Row:Men aged 18-49

(66,218)

Here you see that the cross-section of the two variables (X) represents 21% of the total for the row variable (men aged 18-49).

Here you see that the cross-section of the two variables (X) represents 21% of the total for the row variable (men aged 18-49).

Page 36: Consumer Survey Datasets

SpreadsheetSpreadsheet

You can easily download a crosstab as a spreadsheet …You can easily download a crosstab as a spreadsheet …

Page 37: Consumer Survey Datasets

For more help with using consumer survey For more help with using consumer survey datasets (Mediamark or Simmons), please datasets (Mediamark or Simmons), please contact us at the contact us at the Information DeskInformation Desk..

414.288.7556414.288.7556Or, fill out the research consultation Or, fill out the research consultation request form at: request form at: http://www.marquette.edu/library/training/consultations.htmlhttp://www.marquette.edu/library/training/consultations.html

For more help with using consumer survey For more help with using consumer survey datasets (Mediamark or Simmons), please datasets (Mediamark or Simmons), please contact us at the contact us at the Information DeskInformation Desk..

414.288.7556414.288.7556Or, fill out the research consultation Or, fill out the research consultation request form at: request form at: http://www.marquette.edu/library/training/consultations.htmlhttp://www.marquette.edu/library/training/consultations.html

And that’s our introduction to consumer And that’s our introduction to consumer survey datasets! What they are, and how survey datasets! What they are, and how to interpret the numbers …to interpret the numbers …

And that’s our introduction to consumer And that’s our introduction to consumer survey datasets! What they are, and how survey datasets! What they are, and how to interpret the numbers …to interpret the numbers …