See other guides for using Simmons.

Examples of searches:

Step #1 - Get the Disk & Start

• Go to Limited Loan in the Meriam Library (MLIB 130)
• Check out the Green Binder (CD-ROM HC110 C6 C47) which contains TWO items:
  1) The Simmons National Consumer Survey data disk (Spr/Fall 2000)
  2) Simmons Choices 3 User Guide
• In the Computer Lab (MLIB 116), tell the staff you want to use the "Reserve Machines," Workstations #66 or #68
• Insert the disk into the CD drive
• From the Start menu, select "Programs" and then select Simmons > Choices 3

• The Questions Box (or "Dictionary Browser") is on the left
• The Answer Box is in the middle
• Boxes and tabs for Filters, Columns, and Rows are on the right.
• Buttons with icons at the top and bottom are used to manipulate data choices
• The Coding Box is along the bottom (This is used for Advanced searching and not discussed in this guide.)

Step #3 - Select a Survey

• Select the correct survey by clicking on the button for Change Current Survey .
• From the menu, select one of the files labeled NCS Fall 2000 (POP/population or HHLD /household; full-year or 6 months).
• Some products and media are better searched in POP; others are best searched in HHLD. For best results, select full-year or consult your instructor.

Step #4 - Create a Crosstab Report by choosing Filters,Columns,Rows

First, consider choosing a Filter (a subset of the population):

• Filters are your population base or universe.
• Choosing a Filter is optional. You can leave the filter box blank if you want to survey the entire Simmons population of U.S. adults 18 years+.

• Set the boxes on the right by clicking the Filter tab
• Set the box on the left to Questions
• Open Lifestyle (Demographics) by clicking on the +. Choose from the available options (e.g. Demographics/personal information > sex > female). To choose two or more, hold the control (ctrl) key when selecting.
• Move your choice to the Filter Box by clicking on the Filter button above the Answer Box .
  

Next, set up Columns (columns usually contain product information, such as chewing gum or sparkling waters):

• Click on the tab for Columns/Rows (bottom right blank box)
• Click on the Questions Tab
• Click on the + to open the desired folder (e.g. food and drink). Browse for your product by opening folders according to categories, such as "sparkling waters".
  • OR, click on the Binoculars and type a word you wish to search (such as "gum"), then click Search
  • Highlight your term and click Find in Dictionary.
• In the Questions Box, highlight the items you want. (Read the questions displayed in the mouseover and select answers for your report)
• To move your choice to the Column Box, click on the Columns button above the Answer Box .
  

• Follow the instructions for setting up columns but click on the Row icon above the Answer Box.

Step #5-View the Crosstab report

• When you have completed the selection of columns and rows, you are ready to crosstabulate them.
• Click on the Run Analysis button .
• When processing is complete, the Viewer will open. A list of available folders and subfolders appears on the left.
• Select the last Untitled folder.
• Click on the + to view the available files.
  • Crosstab View = displays multiple cell elements
  • Analysis View = displays a single cell element at a time
  • Private Eye View = displays a single column at a time
• Zoom in or out using the magnifier icons on the top menu bar
• Change the components of the view by toggling between the icons on the far right of the menu bar.
• If you have chosen more than one filter, view each by clicking on the Change Base button
• Sort the results in ascending or descending order by clicking on the column or row to be sorted, then on the Sort arrows
• After viewing your Crosstab, Return to the Coding Window (home screen) by clicking on the button

Step #6- Interpret the Data (Please consult your instructor for more information.)

• Total = Number of adults age 18+ in the U.S. (e.g. Simmons population)
• Sample Size= The actual number of respondents to the Simmons survey who met the specifications of both the Row and Column
• 000 = The number of adults in the U.S. populaton who meet the specifications of both the Row and the Column, a projection calculated statistically. When reading this number, add three zeroes (000's) to the end.
• Vert%= Vertical % or Percent Down. The number of people who have a given characteristic, expressed as a percent, as defined by the Column heading
• Horz% = Hortizontal % or Percent Across. The number of people who have a given characteristic, expressed as a percent as defined by the Row heading.
• Index = Indicates the likelihood, compared to the Total population, of meeting the specifications of both Column and Row. The base number for comparison is 100.
• Base = Percentage of the currently selected base/filter that the cell represents.
  
  Caution!
• * = A single asterisk in your Crosstab indicates that the projections are relatively unstable and should be used with caution
• ** = Two asterisks means the projections are from thirty or fewer interviews. These are not considered to be sufficiently reliable. (If you are getting two asterisks (**), consider broadening your search.)
  

Step #7 - Edit the Crosstab Report

• Click on Return to Coding Window . (DO NOT EXIT your crosstab by closing the program. )
• Edit your selections by right-clicking on the item and then Delete. (Or use the Edit Table Icon located on the top Menu Bar to cut, copy, and paste.)
• When editing is complete, return to the Coding Window and run a new Crosstab by clicking on Run Analysis .

Step #8 - Perform Media Rankings

• Highlight the row or column to sort
• Click the descending or ascending Sort Arrow icons.
• Choose the criteria you want to rank (index, vert%, etc.)

Step #9 - Print, save or graph your Crosstab results (known as the "Spec File")

• Click File in the upper left, then Print
• To save:
  • Click File, then select Export Spreadsheet (CSV) File.
  • Highlight all cell elements
  • Click O.K.
  • The CSV format is supported by Microsoft Excel
• To graph:
  • From the Crosstab ChoicesViewer, Click on the Chart icon
  • From the Chart Parameters box, choose Data and Chart types
  • Select the Horizontal and Vertical axis to be used in the graph

Step #10 - Exit

• Select File / Exit.
• Be sure to close the viewer and the home screen
• Take out the CD-ROM disk and return it with the User Manual to Limited Loan

Other guides for using Simmons Choices 3

• Interpreting the Data (Simmons Choices II) by Connie McDowell (Foster Business Library, University of Washington)
  www.lib.washington.edu/business/guides/simmons/simmons4.html
• Using Simmons Choices 3  (University of Tennesee) www.lib.utk.edu/refs/business/simmons.html
• Simmons Choices 3 (Babson College fusion.babson.edu/html/library/pg.cfm?ID=581

This page maintained by Wendy Diamond. Last update August 20, 2004