MKTG 465: Advanced Campaign Planning

APA Citation for Simmons

Simmons Market Research Bureau. (2017). Simmons Insights: 2017 data [data set]. Retrieved from http://oneview.experian.com

Reading the Crosstab

Total: Number of adults age 18+ in the US/Simmons Total Population.


Sample: The actual number of respondents to the Simmons survey who meet the specifications of both the Row and the Column. 


000's: A projection statistically derived from the actual number of survey respondents and which represents the number of adults in the U.S. population who meet the specifications of both the Row and the Column. When reading, add three zeros (000) to the end of the number.


Vert%: Vertical % or Percent Down. The percentage of people who have a given characteristic as defined by the Column heading.


Horz%: Horizontal % or Percent Across. The percentage of people who have a given characteristic 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.  Over 100 is more likely, under 100 less likely, to meet the specification.


Base: Percentage of the currently selected base/filter that the cell represents.

A single asterisk * in your crosstab results means the projections are relatively unstable and should be used with caution.

Two asterisks ** in your crosstab mean the projections are from thirty or fewer interviews. These results are not sufficiently reliable to be safely used alone.