Choices 3
(Simmons Market Research Bureau)
Accessing Choices 3 at Purdue University Libraries
http://www.lib.purdue.edu/eresources/wts/choices3.html
Choices 3, produced by the Simmons Market Research Bureau, includes demographic and psychographic data from a nationwide survey called "National Consumer Study" (NCS).  It surveys the buying and media habits of the American public.
It is used to develop consumer profiles of selected products and brands and to to provide information on consumer media preferences.
Quick Search Guide

      Coca Cola Sample Searches
        > A Step-by-Step Sample Search
        > Sample Search handout
 

Main Screen - (Coding Window)

         Try to recognize these four buttons :

Questions

Column

Filter

Row

    

Define your search (plan your search):

  1. Filter (optional -- target group -- use filter only if not interested in using the entire sample/universe)  Choose parameters, e.g. all female?   all male?   people between 18 -44?   
    all smokers?   all non-smokers?

  2. Parameters for setting up the search (structuring table format for retrieved data)
    • Columns -- for product data usually, data will be displayed in multiple columns (e.g. cola brands)
    • Rows -- for demographic components usually, data will be displayed in multiple rows (e.g. by age; by gender; by income; by education)

Analysis Formats Include:

    1. Analysis View - see an example

    2. Crosstab View - see an example

 

 

Prepared by: Priscilla Geahigan
Consumer & FamilySciences and Psychological Sciences Librarian
Last Updated: December 2, 2005