SimplyAnalytics’ rich consumer marketing data includes a cross-tabulation function. A crosstab is a table which shows the relationship between two or more data variables and can be extremely useful for identifying correlations, patterns, or trends when working with large datasets for marketing analysis. It also allows users to explore U.S. buying habits based on demographics, psychographics, media preferences, and other criteria.
SimplyAnalytics’ crosstab function is available for two datasets: Simmons’ U.S. national data and Nielsen Scarborough’s U.S. metro area data.
Simmons
Simmons National Consumer Study (NCS) provides insights on consumer lifestyles, attitudes, brand preferences, and media use. The nationally representative study is the result of a comprehensive, continuously fielded survey of approximately 25,000 U.S. adults, including over 7,500 English- and Spanish-speaking Hispanics. Learn how to use Simmons Crosstabs.
For additional analysis, GBS students also have access to Simmons Insights, the source of all the Simmons NCS data available in SimplyAnalytics.
Nielson Scarborough
Scarborough surveys more than 210,000 people across the country to capture local consumer trends from over 140 large and mid-tier markets. They provide data about local consumer shopping habits and media preferences, technology adoption and social media usage, demographics, voting patterns and more. Scarborough lets users create crosstabs at the DMA level by combining any two variables, (e.g., what soda brands are popular among 18 to 20 year-olds in Boston vs. Atlanta?). Learn how to Use Nielsen Scarborough Crosstabs.