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					                                              Simple Searches in Choices 3
The Choices 3 database is available on 1 computer in the Business Library. If someone is using the computer for other purposes, the
reference librarian can ask them to move to another computer.

Demographic Information - Click on the + by Lifestyle (Demographics) in the left column to display the available choices.


                                                   RUN ANALYSIS




                      CREATE                          CREATE
                      COLUMNS                          ROWS




Example: You want to know which snacks are most popular with people of various ages.

Columns

       Under the Lifestyle (Demographics) heading, click Demographics (Personal Information)
       Click Age in the left column
       Click on the age groups that you want to include
       Click the     symbol to put them into columns (see the CREATE COLUMNS arrow above)

Rows

       Under the Food – Snack/Dessert heading, choose Popcorn Products and then Popcorn Products - Brands
       Click on the brands in the center box that you want to include
       Click the     symbol to put them into rows (see the CREATE ROWS arrow above)

Run the Analysis
Click the RUN ANALYSIS icon         shown in the example above.
Your results will look something like this:




Interpreting the Results
The easiest way is to start with the word “OF”

VERT%

        Of all 18 to 24 year olds (moving vertically down the column), 4.63% eat Cracker Jack most often.
        Of all 25 to 34 year olds, 3.41% eat Cracker Jack most often.
        Of all 35 to 49 year olds, 3.97% eat Cracker Jack most often.

HORZ%

        Of all people who eat Cracker Jack most often (moving horizontally)
             o 14.9% are age 18 to 24
             o 17.2% are age 25 to 34
             o 31.8% are age 35 to 49
        Of all people who eat Crunch’n Munch most often
             o 18.2% are age 18 to 24
             o 21.9% are age 25 to 34
             o 29.4% are age 35 to 49


The Index number is the easiest to interpret. 100 represents the national average.

        The index of 142 in the AGE 18 - 24 column for Crunch’n Munch, means that 18 to 24 year olds are 42% more likely than the
         average population to eat this snack (subtract 100 from 142)
        The index of 93 in the AGE 35 - 49 column for Crunch’n Munch, means that 35 to 49 year olds are 7% less likely than the
         average population to eat this snack (subtract 93 from 100)

Downloading to Excel

Click the Excel icon near the upper right corner. You can print or save to the desktop and email it to yourself.


                                                                                                                         EG 8/09
                                         Creating Simple Filters in Choices 3
Filters allow you to narrow the scope of the group you are researching. If you only want to study women in various age groups, and
you want to compare them to all women, you can create a simple filter.

(But if you want to compare these women to the total population, men and women, you need to create a complex column heading,
not a filter.)

Simple Filters - If you want to know which snacks are most popular with women of various ages:

       Under the Lifestyle (Demographics) heading, click on Demographics (Personal Information)
       Click Gender in the left column
       Click Female in the center box
       Click on the little yellow guy   above the center box (see the SIMPLE FILTER arrow below)
       Click Age in the left column
       Click on the age groups that you want to study
       Click the     symbol to put them into columns (see the COLUMNS arrow below)
       Under the Food – Snack/Dessert heading, choose Popcorn Products and then Popcorn Products - Brands
       Click on the brands in the center box that you want to include
       Click the     symbol to put them into rows. (see the ROWS arrow below)
       Click the RUN ANALYSIS icon          (see below)



                                                           RUN ANALYSIS


           CREATE
                                                           CREATE
        SIMPLE FILTER
                                                            ROWS

                                             CREATE
                                            COLUMNS
Your results will look something like this:




Notice that the word WOMEN (the filter) doesn’t appear anywhere on this screen. You will have to remember that you created the
filter.

Interpreting the Results - Start with “OF”

VERT%

        Of all 18 to 24 year old women (moving vertically, down the column), 4.63% eat Cracker Jack most often.
        Of all 25 to 34 year old women, 3.41% eat Cracker Jack most often.
        Of all 35 to 49 year old women, 3.97% eat Cracker Jack most often.

HORZ%

        Of all women who eat Cracker Jack most often (moving horizontally):
             o 14.9% are age 18 to 24
             o 17.2% are age 25 to 34
             o 31.8% are age 35 to 49
        Of all women who eat Crunch’n Munch most often,
             o 18.2% are age 18 to 24
             o 21.9% are age 25 to 34
             o 29.4% are age 35 to 49

The Index number is the easiest to interpret. 100 represents the national average for women.

        The index of 142 in the AGE 18 - 24 column for Crunch’n Munch, means that 18 to 24 year old women are 42% more likely
         than all women to eat this snack
        The index of 93 in the AGE 35 - 49 column for Crunch’n Munch, means that 35 to 49 year old women are 7% less likely than
         all women to eat Crunch’n Munch (subtract 93 from 100)

Downloading to Excel
Click the Excel icon near the upper right corner. NOTE: When you use a filter, there will be 2 sheets, Base 1 and Base 2 at the bottom
of the screen. The Base 1 sheet has the results without the filter! You must click on the Base 2 sheet to see the same results that
you had on the Crosstab screen. You can print, or save to the desktop and email it to yourself.

                                                                                                                              EG 8/09
                                       Creating Complex Filters in Choices 3
Use a complex filter if you want to study a specific population, such as women in various age groups who are married, AND you only
want to compare them to all married women (not all men and women).

(If you want to compare married women in various age groups to the total population, men and women, you need to create a
complex column heading, NOT a complex filter.)




                                                               ADD


                                                          CREATE
                              CREATE                       ROWS
                             COLUMNS




  AND            OR                    CREATE COMPLEX FILTER




Example 1: You want to know which snacks are most popular with married women of various age groups.

Complex filter

       Under the Lifestyle (Demographics) heading, click on Demographics (Personal Information)
       Click Gender in the left column
       Click Female in the center box

       Click       near the top of the screen (see the ADD arrow)
       Click      near the bottom of the screen (see the AND arrow)
       Go back to Demographics (Personal Information)
       Click Marital Status in the left column
       Click Married in the center box

       Click       near the top of the screen again (see the ADD arrow)
       Click     near the bottom (not the top) of the screen (see the CREATE COMPLEX FILTER arrow)
Columns

       Under the Lifestyle (Demographics) heading, click Demographics (Personal Information)
       Click Age in the left column
       Click on the age groups that you want to include
       Click the      symbol to put them into columns (see the COLUMNS arrow above)

Rows

       Under the Food – Snack/Dessert heading, choose Popcorn Products and then Popcorn Products - Brands
       Click on the brands in the center box that you want to include
       Click the      symbol to put them into rows (see the ROWS arrow above)


Example 2: You want to study people who are either married OR engaged.

To create this complex filter:

       Under the Lifestyle (Demographics) heading, click Demographics (Personal Information)
       Click Marital Status in the left column
       Click Married in the center box
       Click       near the top of the screen (see the ADD arrow)
       Click        at the bottom of the screen (see the OR arrow)
       Go back to Demographics (Personal Information)
       Click Are you currently engaged?
       Click Yes in the center box
       Click       near the top of the screen (see the ADD arrow)
       Click       near the bottom (not the top) of the screen (see the CREATE COMPLEX FILTER arrow)


Run the Analysis
Click the Run Analysis icon     shown in the example above. A single asterisk * in your results means the projections are
relatively unstable and should be used with caution. Two asterisks ** means the projections are from thirty or fewer
interviews. These results are not sufficiently reliable to be used.

Downloading to Excel
Click the Excel icon near the upper right corner. NOTE: When you use a filter, there will be 2 sheets, Base 1 and Base 2 at the bottom
of the screen. The Base 1 sheet has the results without the filter! You must click on the Base 2 sheet to see the same results that
you had on the Crosstab screen.

You can print, or save to the desktop and email the spreadsheet to yourself.
                              Creating Complex Column Headings in Choices 3
Create a complex column heading if you want to study a very specific population, such as women in various age groups, AND you
want to compare them to total population. (If you want to compare women in various age groups only to other women, and not the
total population, you need to create a complex filter, NOT a complex column heading.)



                                                                   ADD




            AND                              CREATE COMPLEX COLUMN




Complex column headings for women of various ages:

       Under the Lifestyle (Demographics) heading, click on Demographics (Personal Information)
       Click Gender in the left column
       Click Female in the center box
       Click     near the top of the screen (see the ADD arrow)
       Click       near the bottom of the screen (see the AND arrow)
       Under the Lifestyle (Demographics) heading, click Demographics (Personal Information)
       Click Age in the left column
       Click on an age group such as 18 to 24
       Click     near the top of the screen (see the ADD arrow)
       Click the   symbol near the bottom of the screen to create the column (see the CREATE COMPLEX COLUMN arrow)
       Repeat these steps to create another column for a different age group

				
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posted:10/26/2011
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