UCB Libraries

MKTG 4850: Senior Seminar in Marketing
Simmons Handout

Sample Search/How to Get Information from Simmons

  1. To use Simmons please ask a business library employee to log you into the database.  You will be able to use the database for a 2 hour time period. 
  2. Let’s say you want to know whether 18-24 year olds and also specifically females age 18-24 buy Nike sport shoes?  In the box to the left of the screen, you will see a list that starts with “SPANISH LANGUAGE MEDIA - TOPLINE” and continues down in a long list. Using this list, first find the product you are looking for.  Scroll down and expand “Apparel” using the triangle next to the folder icon.   Then expand Sneakers/athletic shoes/sport shoes.   Then choose ? Sneakers/athletic shoes-brands. 
  3. Choose Nike.    (If you want to also choose another brand, then hold down the “Ctrl” key.  The “Ctrl” key allows you to choose more than one selection.) 
  4. After you have selected what you want in the center box, click and drag these brands into the columns box to the right.  Doing this should move your results from the center box to the upper right box.
  5. Now we are going to repeat the above procedure to add demographics to your data. Scroll back to the top of the list Questions and and expand “Lifestyle (Demographics), then expand Demographics(Personal Information)  and select the categories that interest you.   Click “Age” and then scroll down to find the 18-24 year olds and drag it into the box on the right labeled rows.  This will give us info just about 18-24 year olds.  
  6. We also want info specifically about females who are 18-24.  Click “Gender”, then choose Female then drag it into the code box near the bottom of the page.   At the bottom of the page are buttons, click the “AND” button.  Now it says “AND” in the code box.
    Go back up to the demographics list and select “Age”.  Choose 18-24, and drag it into the box at the bottom of the page. Delete the Description in the Target Name Box and label it Females 18-24.  Now, at the BOTTOM LEFT of the page click on the “Move to Rows” Button. This puts the coded demographic info into the lower box at the right.
    You can continue choosing additional demographic information by repeating step 5 or 6.
  7. After you have selected all of the demographics that interest you, click on the “Run Crosstab” Button at the top of the page.
  8. Clicking on “Run Crosstab” will open a table.
  9. If a crosstab is not already on your screen click on “Cross TabViewer” at the top of the page to see your results. 
  10. To Print, right click on the table and choose Print.  To Save, choose the Export Button and save in Excel format. 
  11. To start a new Cross Tab, click on the blue Cross tab editor bar at the top of the page.  
  12. When you are finished, remember to Click “Sign Out” at the top of the webpage.
Video of these steps:
This video follows the steps above, but for more videos with assistance on seraching and interpreting the results in Simmons, check out these videos from McIntyre Library at the University of Wisconsin-Eau Claire.

OTHER  HELPFUL HINTS:  The “AND” icon at the bottom of the page is very helpful. So is the “OR” icon right next to it. “OR” means people who buy Nike or Reebok, and possibly both.   The third icon, “XOR” means people who buy Nike or Reebok, but not both.   The fourth icon “NOT” means people who buy Nike but not Reebok.

    Total NIKE
Total Sample
Weighted(000)
Vertical %
Horizontal %
Index
Total %
24,489
222,896
100.0%
100.0%
100
100.0%
4,551
40,468
100.0%
18.2%
100
18.2%
18-24 Sample
Weighted(000)
Vertical %
Horizontal %
Index
Total %
2,203
25,250
11.3%
100.0%
100
11.3%
603
6,381
15.8%
25.3%
139
2.9%
Females 18-24 Sample
Weighted(000)
Vertical %
Horizontal %
Index
Total %
1,130
12,517
5.6%
100.0%
100
5.6%
273
2,811
6.9%
22.5%
124
1.3%

HOW TO INTERPRET THE SIMMONS INFORMATION

TOTAL COLUMN/18-24 ROW: 
    Sample:  2,203 18-24 year olds responded to the survey
    (000):  24,489,000 is the 18-24 year old U.S. population

NIKE COLUMN/18-24 ROW:
    Sample:  603 18-24 year olds who bought Nike responded to the survey
    (000): 6,381,000 is the 18-24 year old U.S. population who bought Nike
    Vert%: 15.8% of Nike buyers are 18-24 years old
    Horz%:  25.3% of 18-24 year olds bought Nike.
   Index:   139 (35 higher than 100). 18-24 year olds are 35% more likely to buy Nike than the general population.

NIKE COLUMN/FEMALES 18-24 ROW:
    Sample:  273 females age 18-24 responded to the survey
    (000): 2,811,000 is the female age 18-24 U.S. population
    Vert%:  6.9% of  Nike buyers are females age 18-24
    Horz%:  22.5% of females age 18-24 bought Nike.
    Index:  124 (24 higher than 100). Females age 18-24 are 24% more likely to buy Nike than the general population. 

Note:  If an index number is less than 100, it means less likely.  If the index had been 87 (13 less than 100), it would mean than females age 18-24 are 13% less likely to buy Nike than the general population.

Also:  Your own numbers may be different than this example, but the use of and interpretation has not changed.

Questions?
Contact Jennie Gerke at 303-735-6804 or jennifer.gerke@colorado.edu