Simmons Insights

The Crosstab results are a better way to use Simmons data if you want to make a comparison -- between brands, between consumers of different brands, between consumers and non-consumers of your brand, or anything else. 

Log in to MRI-Simmons Insights. 

Use the following screenshots and steps to set up a Crosstab, using the Composer function:

Go to the Analyze Menu, and select Crosstab:

Here is an overview of how the Composer page works: 

1. Section 1 shows the questions asked on the survey. Open the folders and subfolders until you get to see a short text blurb with an open circle next to it. In the example image above, I have selected the amount spent question. This text indicates what the question in the survey was asking. 
2. Section 2 shows the possible answers to the question above. For Amount Spent, you can see that Simmons has divided up the cash value into possible amount breakdowns. Scroll through the list to see what answers make the most sense for you. Click the checkboxes next to the answers that might interest you. In the example image above, I have selected amount segments of $200-499, and $500-799, and the shopping platform was through the Internet
3. Section 3 shows the Columns and Rows where you will place the survey answers, in order to set up a crosstab comparison (a table with columns and rows). 
4. Click, drag, and drop the answers you want from that space over to the Column or the Row where you want in Section 4, or choose the question you want and click on either Row or Column to populate it with the parameter you want. 

Repeat the steps for the other criteria about the brand, behavior, or media habit you are studying. For example when studying the spending characteristics of people who shop for three specific clothing brands in the last three months, browse through the questions to find the three brands: 

In the above screenshot:

• Section 1 has multiple questions about purchase types (Subscriptions, Convenience Stores, Department Stores, etc.) made within a shopping setting. I have selected the question for Department, Clothing & Speciality Stores.
• Section 2 has multiple brand choices (Herberger's, JCPenney, Kmart, Kohl's, etc.). I have selected an answer choice (any purchase in the past three months) for Abercrombie & Fitch, Aeropostale and Bananna Republic.

Click, drag, and drop the answers into Section 3. 

On the right most column, you should see the criteria selected so far -- three brand questions under Columns, and the two spending criteria under Rows: 

Click on the Run Report button at the bottom of the above section.

You should see a Crosstab page like the following: 

A few things to notice: 

1. Underlined -- the criteria we chose for Rows and Columns. 
2. Arrow -- you can enter a more detailed crosstab name here if you wish
3. There are five elements for each criteria -- Unweighted, Weighted, Vertical, Horizontal, and Index. Each element meas something different. Go to the Understanding Crosstab Results page on this guide, to help you interpret them. 

To save this type of report, click on the three dots on the top right and look for the Export button. It will export to SPC, Excel and CSV file formats. 

Excel or CSV is recommended to more easily share the results with your group members. 

The following is an example of how to cite a Crosstab dataset in APA. Notice how there is no real title besides the title of the dataset used, so you must include several descriptors in [square brackets] that describe the data you retrieved: