Quick Guide: Choices 3
Please rate this guide. See the bottom of this page.
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Choices 3 is the electronic version of Simmons Study of Media and Markets. Based on a sample of approximately
thirty thousand U.S. households, the study provides tables of data on consumers' purchasing and media viewing
patterns.
One of the advantages to using Choices 3 is that tables of data can be created using the researcher's own criteria.
The data can be downloaded and used in spreadsheet programs and otherwise manipulated.
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Choices 3 is loaded on a select few computer workstations in Gelman
Library. Ask at the Reference & Information Desk on the 1st floor
and a staff member will get you started.
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A sample question might be: How many people between the ages of 18 and 24 and that both drink beer read 'Sports Illustrated' regularly?
Each of the three aspects of the question will be assigned to a particular parameter in Choices 3:
• Filter - - The filter is an optional parameter.
Use it when you want to select a population smaller than the entire database.
(Beware of using too many filters because the sample size may turn out to be
too small to be reliable.)
• Columns - - Put consumer products in the table
columns. Examples: beer, wine, potato chips. Generally, use columns for
smaller groups of categories.
• Rows - - Table rows can be more detailed demographics
(attitudes, race, income, etc.) or, more commonly, the media that potential
customers may use. Examples: 'Sports Illustrated, ESPN television, etc.
Generally, use rows for larger groups of categories.
You may use either
rows or columns for either type of data. But in general, try to use the
columns for the smaller dataset.
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• The filter is used to create the population, if it is smaller
than the full sample.
• Click the 'Questions' tab.
• Scroll through the categories and click on the category that best matches the
filter aspect of your research question. For example, 'LIFESTYLE
(Demographics)'. That opens the list in that file folder. Select the aspect you
are interested in, such as 'Age'.
• The answers to the 'Age' question appear in the Answers box in the middle of
the screen.
• Highlight the one (or more) that you are interested in, such as '18 to 24'.
• Press the Filter button
 to set that
Answer as the Filter.
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• The column element is usually used for the product category
(for example, beer or wine).
• Click the 'Questions' tab.
• Scroll through the categories and click on the category that best matches the
product usage aspect of your research question. For example, 'FOOD AND DRINK
(PERSONAL)'. That opens the list in that file folder. Select the aspect you are
interested in, such as 'REG DOM BEER - DO YOU DRINK?'.
• The answers to that question appear in the Answers box in the middle of the
screen.
• Highlight the one (or more) that you are interested in, such as 'Yes'.
• Press the Column button
 to set that
Answer as the column. -
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• The row element is usually used for the media category
(for example, Sports Illustrated or ESPN).
• Click the 'Questions' tab.
• Scroll through the categories and click on the category that best matches the
media aspect of your research question. For example, 'MAGAZINES, NEWSPAPERS, AND
INTERNET'. That opens the list in that file folder. Select 'Magazines' and then
select the aspect you are
interested in, such as 'MAGAZINES-READ/LOOK INTO LAST 6 MOS'.
• The answers to that question appear in the Answers box in the middle of the
screen.
• Highlight the one or more that you are interested in, such as 'Sports
Illustrated'.
• Press the Row button
 to set that
Answer as the row.
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• When filter, column, and row selection is complete, click the Run Analysis
button  on the
menu bar at the top of the screen.
• When the processing is complete and the Viewer opens, a list of available
folders appears on the left. Select the last Untitled folder and click on
the '+' to see the files in that folder. Click on Crosstab View to see
your results.
• Change the organization of the chart by toggling the icons on the far right of
the menu bar. If you have chosen to use more than one filter, view each by clicking on the Change Base icon.
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• SAMPLE = Respondents. The number of respondents in this study who
meet the specifications of both the row and column.
• (000) = Weighted. The estimated total number of adults in the sample
who meet the specifications of both row and column. The three 000s should be
added to whatever number is there.
• Vert% = Percent down. The number of people who have a given
characteristic, expressed as a percent, as defined by the Column heading.
• Horz% = Percent across. The number of people who have a given
characteristic, expressed as a percent, as defined by the Row heading.
• Index = This number indicates the likelihood, compared to the total
population, of meeting the specifications fo both Column and Row. The higher the
number, the better the target population for that product.
• Beware: A singe asterisk in your crosstab result means that the
projections are relatively unstable and should be used with caution. Two
asterisks means that the projections are from thirty or fewer interviews. These
results are not sufficiently reliable to be safely used alone.
For additional assistance, see:
Revised 9/26/05. This page maintained by Janet Olsen.
If you require additional assistance in using Gelman's databases, please go
to the Reference and Information Desk on the first floor of the library, or see
the Ask A Librarian web page for more
Help options, including telephone
and e-mail.
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