SimplyAnalytics has enhanced its already rich consumer marketing data to include a cross-tabulation function. A crosstab is a table which shows the relationship between two or more data variables; it’s extremely useful for identifying correlations, patterns, or trends when working with large datasets, and a standard function for marketing analysis. It allows users to explore U.S. buying habits based on demographics, psychographics, media preferences, and other criteria.
SimplyAnalytics’ cross-tabulation is available for 2 datasets: Simmons, U.S. national data and Nielsen Scarborough, U.S. metro area data.
Simmons
Simmons National Consumer Study (NCS) brings consumer targets to life with vivid and complete profiles, including lifestyles, attitudes, brand preferences, and media use. The high quality, 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.
NOTE: GBS students have access to Simmons Insights, the source of all the NCS data available in SimplyAnalytics. The cross-tabulation functionality is much more robust in Simmons’ Insights than what’s available via SimplyAnalytics; GBS students should not overlook using Simmons Insights for their marketing research.
Learn how to use Simmons Cross-Tabulation
http://simplyanalytics.com/2020/07/20/introducing-simmons-ncs-crosstabs/
Nielson Scarborough
Surveys more than 210,000 people across the country to capture local consumer trends from over 140 large and mid-tier markets. With rich data about local consumer shopping habits and media preferences, technology adoption and social media usage, demographics, voting patterns and more, Nielsen Scarborough local insight measurements reveal what matters most to them. And because Scarborough focuses on the local DMAs, these insights reflect retail, restaurant, grocery, and other brands present in the consumer’s city.
Unlock the power of Scarborough and create your own cross-tabulation at the DMA level by combining any two variables. Compare cross-tabs and the similarities and differences that exist between markets by using multiple views (e.g., what soda brands are popular among 18 to 20 year-olds in Boston vs. Atlanta?).
Need help using cross-tabulation in SimplyAnalytics? Contact its help desk at 888-845-5064 x62, or send an email to support [at] simplyanalytics [dot] com