Question 5 and Question 6 are tied together. In these two questions you will use Simmons Insights to define your target audience and then compare your findings to the Census profiles of two cities.
Simmons Insight is a database of American consumer purchasing habits, viewing habits, demographics, and psychographics. Their information is based on in-person and mail-in surveys of more than 26,000 households.
Develop a target market profile using Simmons Insight to define the user of consumer. Use the following information to develop your target market profile:
You can focus on more than one age group, income level, and education level. These demographics will be compared to what you find in the Census.
Screenshots of data from Simmons Insights should be included in the Appendix with relevant data highlighted in yellow.
Report for who drink energy drinks based on brand, gender and age.
How many Men, age 22-24 drink Red Bull
Sample: The number of people who responded to the survey and meet the criteria.
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Weighted (000): The projected number of people that fit your criteria. The number is expressed by thousands.
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Vertical %: The percentage of those with a given characteristic as defined by the Column heading. In this case, it tells you who is drinking Red Bull.
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Horizontal %: The percentage of those with a given characteristic as defined by the Row heading. In this case, it tells you how many men between certain ages are drinking Red Bull.
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Index: The likely hood of all of your criteria intersecting. The index is always 100. If the number is above 100, your group is more likely to do something. If it is below 100, they are less likely to do something.
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* or **: If you see When you see an asterisk (* or **) this means the sample used was small.
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The Simmons interface has changed to Simmons 2.0. The video demonstrates Simmons 1.0. Some differences:
The video above is in three parts
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