Using Simmons

Using Simmons OneView

The purpose of this tutorial is to help you learn to interpret the data tables returned by Simmons OneView. There are three questions all based on a single Simmons result table relating diet cola consumption to age group.


Look at the chart. Answer the following questions to test your knowledge of Simmons OneView.

How many people questioned responded that they drank Diet Coke?

2,362 is the correct answer. This is the total number out of the 12,350 who responded to the survey question.
Incorrect. 40,723 is the weighted sample (in 000).
Incorrect. 40,723,000 is the total weighted number of people (which is actually a projected number based on the sample size).

Look at the Diet Coke drinkers, aged 35-49. What percent of all Diet Coke drinkers do they make up?

Correct. The Diet Coke drinkers aged 35-49 make up 27.7% of all Diet Coke drinkers. You need to look at the vertical % because you're looking at the percent of Diet Coke drinkers (the vertical axis of the table).

Horizontal % is the percentage of row (usually a demographic variable) that responded that they used or partook in a product or activity (usually a column heading). Read the row first, then the column.
Incorrect. 5% is the percentage number that Diet Coke drinkers, aged 35-49 make of the total sample size.
626 / 12,350 = 5%

Horizontal % is the percentage of row (usually a demographic variable) that responded that they used or partook in a product or activity (usually a column heading). Read the row first, then the column.
Incorrect. 18.6% is the horizontal %. This would be the percent of 35-49 year olds who responded that they drank Diet Coke.

Horizontal % is the percentage of row (usually a demographic variable) that responded that they used or partook in a product or activity (usually a column heading). Read the row first, then the column.

Look at Index for Diet Pepsi drinkers, aged 35-49. What does the 93 mean?

Incorrect. 93 means that 35-49 year olds are 7% less likely to drink Diet Pepsi than the population as a whole.

An index of 100 means that the respondent's behavior is the same as the popluation at large. An index of 105 would mean the respondents are 5% more likely than the population at large to have a particular behavior. For marketing purposes, one would hope that the chosen group is more likely, or > 100.

Incorrect. 291 is the sample size who said that they were Diet Pepsi drinkers and were aged 35-49 (out of a total of 12,350 respondents). This projects out to a total of 6,137(000) of the total projected population of 225,862,000.

An index of 100 means that the respondent's behavior is the same as the popluation at large. An index of 105 would mean the respondents are 5% more likely than the population at large to have a particular behavior. For marketing purposes, one would hope that the chosen group is more likely, or > 100.

Correct. 100 - 93 = 7% less likely than average to drink Diet Pepsi than the general population.

An index of 100 means that the respondent's behavior is the same as the popluation at large. An index of 105 would mean the respondents are 5% more likely than the population at large to have a particular behavior. For marketing purposes, one would hope that the chosen group is more likely, or > 100.

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