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This video will provide an introduction to interpreting and exporting your Simmons OneView data.
We are looking at a cross tabulation we ran through the Simmons OneView search in the previous video.
The column headings and row headings are highlighted to make it clear what we are looking at.
Up on top are our column headings or product brands we are looking at: Coca Cola Classic and Pepsi.
While down along the side are rows giving the demographic characteristics we were interested in: males versus females.
At the top where you see the word "sample," we have a number which represents the total sample size in this study and it is roughly 12,000
U.S. adults.
Below the sample size we have some numbers which we can expect if projected to the entire U.S. population.
Those three zeros indicate we have to add three zeros to the end of the numbers in population row.
If you were to project the 12,000 sample size onto the U.S. population, then 225 million adults are represented by this study.
If we look under our column heading for Coca Cola Classic, we get the number of respondents
in the sample who would choose the brand Coca Cola Classic first and this comes to about 4,000.
Once again, if we were to project that to the entire U.S. population adding those three zeros, it would come to about 73 million adults.
Let's jump down and look at the vertical percentages. The easiest way to read these numbers is to start at the top of the column.
Of the people who choose Coca Cola Classic as the brand they use most often, 53.7% of them are male and 46.3% were female.
The horizontal perecentage we read the other way. We start at the side and read across.
So of the people in the study that are male, 35.9% choose Coca Cola Classic most often over Pepsi, 22.6%.
Looking down further, we see the index number.
The index indicates how likely the consumer groups use the product compared to the total population.
The number 100 indicates the middle - no more likely or less likely to use a particular product.
So the number 111 indicates that males are more likely to use Coca Cola Classic than the total population.
If we were to look down at the same number of females, it is 90. Since 90 is below 100, this indicates that females are less likely than the
total population to drink Coca Cola Classic.
Looking back at the entire screen which displays our cross tabulation, you can export your data to Excel.
Go to the tab at the top of the chart that says "Export" and click on it.
You will then come to a box where you indicate which version of Excel you wish to choose.
Then click on "Export Format."
Another box will appear where you have to open or save the data. Click on "Open" and the chart will appear.
From here, you can clean up your headers a little bit so you can read the data better.
If you have any questions about interpreting Simmons OneView,
please go the the Ask a Librarian box on the library homepage.