INDUCTION TO TARGET GROUP INDEX survey & CHOICES 3.

0 software

Why TGI ?

An Advertisers Concern
I want to know how my consumers think What motivates my consumer? I want to know how my brand & consumers preferences have changed over years Micro-targeting will certainly help. But how do I identify my core consumers? I am not sure how homogenous are my consumers How do I review my competition? How different are my competitors consumer? How do I create brand strategies for my consumers?

How Do I Have A Scientific Approach To These Issues?

A strategic & communication tool that helps answer all the questions
TGI is a single source market research survey A global product from KMR (Kantar Media Research)

Done in 65 countries across the world

International high-quality standards & techniques Standardized product, lifestyle & media questions

Standardized sampling and field techniques

What does TGI cover ?

Product and brand usage in 18 sectors, typically

containing a total of around 400 product groups and 3,000 brands

Leisure activities Use of services Media exposure and preferences Attitudes and motivations Demographics

LIFESTYLES:
Attitudes, Behaviour, Beliefs, Values

In short, a Consumer Connect Tool

PPL :
Products (400) & Brands (3000)

MEDIA:
Publications, TV, Radio, Cinema,
Outdoors, Internet

TGI 2010 footprint

All Urban

33850 individuals SEC A, B & C

Editions of TGI

2001 2003 2005 2007

Heavier sampling of SEC A (44%)

Age 15 55 years

13047 individuals in the age group of 15 30 in 2008

196 towns & cities surveyed

Reported as 64 markets
17 at market level 47 markets at pop strata level

2008
2010

Queries TGI can answer

(SOME EXAMPLES)

How do my consumers think?

3 Mn consumers use my brand in Urban India
1/4th of my consumers believe in the need to be attractive.

1/5th of my consumers are westernized

194 attitudinal statements available in TGI

Base: 15 30 yrs, Deo Category

.What drives them

Drivers that explains my consumer preferences

Base: 15 30 yrs, Deo Category

55 behavioral statements available in TGI

How different they are from Competition

194 attitudinal statements available in TGI

Base: 15 30 yrs, Deo Category

Map Behavioral Patterns

My brand is unique, so is my competition

Base: 15 30 yrs, Deo Category

Understanding Core Consumers

Consumers of my brand

Identifying Core Consumer

Heavy Users*

Rest of Consumers

Further analysis of Behavior, Attitude, Lifestyle

Micro-targeting
Heavy user
Age 20 26 Higher income Cool, young, lively TV, Newspaper supplement Shopping malls Indulgent & impulsive

Identify & Analyze How Heavy Users Are Different From Other Users
A strategist can define heavy users on the basis of frequency of usage or heaviness of consumption

Rest

Consumption across age group Different income Family, Conventional, Sincere Newspaper, outdoor & radio Kirana Careful spender

Growth of Competition
25% 20% 15% 10% 5% 0% 2001 2003 My brand 2005 Competition 1 2007 Competition 2 2008

Plotting Trends
Attitudinal Changes
60% 50% 40% 30%

Growth of my brand in comparison with competition

20% 10% 0% 2003 2005 2007 2008

It is important to be attractive to the opposite sex I am very good at managing money

Understand what is important to your consumer & what is not

Base: 15 30 yrs, Deo Category

Understanding Homogeneity
CLUSTER ANALYSIS What is it ?
Cluster analysis is a powerful tool used to segment a given population into discrete groups of similar individuals. These groups can then prove to be very powerful discriminators within a given market. The analysis can be run to any given level and the results can be viewed

interactively on the screen.

How does it help ?

Broad demographical groups always include a mixture of attitudes. Segmentation helps identifying discrete target audiences for brands Segmentation allows deploying marketing and advertising funds effectively. Segmentation provides the context in which a brand is expected to provide satisfaction to an individual.

My brand

Indulgent Gen Y

.has users with different mindsets!!

My brand has 4 groups with unique mindsets

Traditionalists

Carefree

Segments can be made basis the definitions provided by the client

Understanding Homogeneity Groups thus formed

Can be further explored on
Indulgent Gen Y Traditionalists Carefree

Lifestyle habits Behavioral patterns Product consumption Demographic differentiators Geographic spread Etc.

Helps in understanding the mindsets within the brand and developing focused strategy & communication for each group

CHOICES 3.0 software

A TYPICAL CHOICES3 SESSION

When commencing a new session, the first screen to be seen will be that shown below. In this example we will look at the age profile of male bottled lager drinkers. The filter used will be All Men, the columns will be lager drinkers and low alcohol lager drinkers and then this will be crossed by the rows age groups.

Answer window Dictionary

Column

Filter

Coding box

Row

Setting Up A Crosstab
When setting up a crosstab, the following steps should normally be taken; Choose the correct survey, if it is different from the default survey
Select change current survey

The following menu will appear

From this menu, choose the survey to be used by highlighting it and then clicking on OK. The survey being used will be shown in the bottom right-hand corner of the main workscreen.

Filter Selection
Open Demographics & Survey Data by either clicking on the + or double clicking on the title. Select Basic Demographics from the range of filters available by either clicking on the + or double clicking on the title. Select Sex from the top of the question list by clicking once on Sex with the mouse. The answer list will display the possible answers in the box on the right.

Filter selection
Select the filter tab and then select All Men from the Answer box and drag and drop the answer into the filter box. Alternatively click on the Filter button above the Answers box. This will also send the answer to the filter box.

Column Selection
In the following example a crosstab will be created to analyse canned lager drinkers with different age groups Column Selection Work your way through the dictionary until you find the Drinks section then open it by clicking on the + or double clicking on the title. Then find the Canned Lager filter and open it the same way as the drinks dictionary. Double click on Use and then select All Users from the Answers list. Next click and drag the answer, All Users into the columns window. Alternatively click on the Columns button above the answer list. This will also transfer the answer to columns.

Row Selection
Work your way through the dictionary until you find the Demographics & Survey section then open it by clicking on the + or double clicking on the title. Then find the Basic Demographics filter and open it the same way as the demographics & survey dictionary. Click on Age and then select the required age categories (the Shift and Ctrl keys can be used to highlight several categories as in Windows Explorer). Next click and drag the answers into the rows window. Alternatively click on the Rows button above the answer list. This will also transfer the answer to rows.

Editor & Run command

Once the various answers have been transferred to columns and rows the screen will look similar to that shown below and a crosstab can now be run.

Before running the crosstab you may want to change the header text using the editor. Rows and columns can also be deleted if required.

Edit Table icon

Run the crosstab

Run Analysis icon

After the viewer has opened click on analysis, crosstab or private eye and your results will be displayed.

Options available in Cross viewer

Return to the Choices 3 coding window Open an existing document Save the active document Copy the selection Print the report Print Preview the report Select Axes button Change Base Highlight cells that indicate figures above or below certain values

Create graph in Excel Run Correspondence Analysis Select to run Private Eye analysis

Zoom in Zoom out No Zoom

Invert selections
Hide rows or columns Resets all attributes applied in the viewer

View data such as total consumption, penetration, profile and index. Sort and rank data within any column or row

THE DIFFERENT CHOICES3 WINDOWS

The Coding Window At this screen, the user can browse the database of questions and answers and define the filter, columns and rows for the analysis. Headings can also be customised and logic used to create very specific target groups. This window is divided into 3 areas:
Dictionary Browser Table Statistics Coding Box

Dictionary Browser
The Dictionary Browser provides access to the Questions and Answers for the currently loaded survey. Depending upon how the survey is set up, the questions may be grouped into categories for easier navigation.

Selection

As you click on a question in the left panel the corresponding answers are displayed in the right panel. To add answers to the Spec file simply select the desired answer(s) from the right panel and click on one of the following buttons above the answer list: Add to Filters Add to Columns/Targets Add to Rows/Media Add to Scratch Add to Coding. This button sends selections to the coding box. The list of questions in the left panel can be changed by selecting one of the tab buttons below the list, as follows: To access these questions, click on the relevant tab. Detailed instructions follow below. Please note that to access a context menu anywhere in the software, click the right hand mouse button whilst the cursor is over the desired area of the screen.

Net Questions
(Combining Answers From Two Identical Answer Lists)
It is possible to join together answers from identical answer lists using Net questions. To add questions highlight the question from the question level of the dictionary under the Questions tab. Right click and select Add to Net Questions from the context menu. For example, looking at different brands of Vodka drunk most or drunk as other (e.g. Vodka most Vladivar OR Vodka other Vladivar). Find the relevant section in the dictionary. In this case Vodka will be located in Drinks Vodka Brands. Once located, highlight Vodka Brands Most and from the context menu (right click) select Add to Net Questions. Repeat the process for Vodka Brands - Other. In the main workscreen select Net

When Net is selected the following will appear in net questions:

Select Vodka Brands Most Right click and from the context menu select OR and select either columns or rows to add the vodka brands to. Type in a description when requested. All vodka brands will have been combined individually using OR i.e. drink Absolut vodka most OR drink Absolut vodka other; drink Vladivar vodka most OR drink Vladivar vodka other. And so on.

Example
In the example below, all Vladivar Vodka drinkers have been crosstabbed to Listened to Kiss FM last Month. In the results notice that the sample for most often users of Vladivar added to other users of Vladivar using Net gives the total of All users of Vladivar.
GB TGI SUMMER 2001 (Apr 2000 Mar 2001) Filter: Adults 18+ Sample: 24,475 (000): 44,424

Sample Size Most: 15 Sample Size Others: 23 38

Press Questions
Press titles grouped into categories. The answers for each press title represent Average Issue Readership (AIR). (Average Issue Readership - For a press publication, AIR is defined as the readership in the last publication period. For a daily newspaper this would be read today or yesterday, for a weekly magazine this would be read in the last 7 days etc.) Press titles can also be accessed through the dictionary if AIR is not required.

Alpha Search Questions

Performing an Alpha Search will provide a list of results for all occurrences of the specific word within the selected survey. To carry out an Alpha Search click the find button above the questions list. There are two search options available: Answer level when searching for a specific word, will only provide the specific word as the answer and will exclude any other possible answers. Question level will provide all within each question where the search text appeared as an answer i.e. if searching for Tesco brands, will provide all other brands in addition to Tesco. Enter the first few characters of the word you are searching for. Select whether results are required at answer or question level and either press the Enter key or click on the Search button. You will then see a list of all the valid words that exist in the database that begin with the specified number of characters. Select one or more words from this list that match your requirements and click on the OK button.

You will then be taken to the Alpha tab list of questions which displays the search.

Advanced Alpha Search

The Advanced Search enables a combination of filters to be used to specify exactly what youre looking for in the dictionary, for example most often users of Tesco frozen food produce. Perform an answer level search, as described above, to find all Tesco answers. Using the Advanced tab, enter the relevant category, subject, topic and brand filters as required. Click on the OK button. You will then be taken to the Alpha tab list of questions where the selected word (in this case Tesco) was found within the specified filters.

As you can see from the results shown in the Alpha tab shown on the following page, all the most often Tesco answers for questions within the Food category have been selected. However, it is only those answers, for which the word frozen appears in the subject heading.

More Examples
Searching for all television programmes people specially choose to watch. In this example, the search would initially be done at answer level for the word specially. The advanced criteria would then be set to television at category level. The search would then be performed and the results would show all the individual television programmes i.e. A Question of Sport, Ally McBeal, Airport etc as the question with the answer I specially choose to watch. Searching for all Smirnoff brands within the alcoholic drinks category. In this example, the search would initially be done at answer level for the word Smirnoff. The advanced criteria would then be set to Alcoholic Drinks and the topic set to Brand. The search would then be performed and the results would show all of the individual Smirnoff brands found within the Alcoholic Drinks section of the dictionary.

Table Statistics
The table statistics area on the main coding window displays information about the current Spec file. There are 4 different views available from the tab buttons as below:
Columns/Rows Displays a list of current Column/Target definitions and Row/Media definitions. This is the default view. Filter Displays the Filters. This may also be known as base or universe and it allows the user to restrict the universe to be analysed. For example some TGI questions are only asked of certain categories, e.g. when analysing womens clothes, set a filter for women. Scratch The scratch list is a temporary list of definitions, which can be used either as a storage area or for building up more complex definitions. This is especially useful for creating count commands across complex definitions. Recycle Whenever you delete a definition from Filters/Columns/Rows/Scratch the definition is not actually deleted but is moved into the Recycle bin. Items can then be retrieved from the Recycle bin if required.

The Coding Box

The coding box provides an area for defining complex expressions. Answers can be combined using a range of operators and functions including those shown below. Logic Operators AND OR XOR NOT

Numerical /Comparison operators

Numeric Operators +-*/ Comparison Operators > < >= <= =

Validate Expression Syntax Click the button to check the syntax of the current expression in the coding box. Any errors will be reported in the Expression Error dialog. Cell Lookup The Sample and Weighted counts for the given expression can be checked by clicking on the cell lookup button . Keyword Lookup To lookup the description of a given keyword in the coding box, highlight the keyword and then click on the keyword lookup button . Edit Heading You can enter a description for the expression directly into the Description edit control on the main window or you can use the Heading editor by clicking on the button.

The Editor Window

This allows the user to delete the filter or selected columns/rows. In addition, the user can enter an overall title for the analysis that will appear at the top of each page of the report, as well as changing any of the headings for the filters, columns or rows. There is also a search and replace facility, as well as the means for saving rows or columns as Definitions. Factors may be applied to multiple definitions in this window.

Editing Tables To use the table editor, click on the or alternatively select Coding/Edit Table... from the main toolbar. The window below will appear.

Heading Editor
To edit a single definition, double click on the definition to access the Heading Editor. (The heading editor can also be displayed by clicking on the Heading Editor button in the coding box in the main Coding Window.)
The heading editor shows: User heading the heading displayed in the final report. This can be edited to make the report more readable. It may be useful to copy sections of the User Heading , such as the question stub and use the search and replace function in the Editor Window.

System heading the system generated heading. This is also useful as a means to understand the expression coding.
Expression the complete expression. Edit the heading and click OK. You can also click on the following: Copy copies the system heading into the user heading ready for editing. Reset resets the user heading back to what it was when the dialog was originally displayed.

Search And Replace

To search for and replace a word or statement, highlight one of the definitions containing the word you want to replace and click on the icon (alternatively select Edit/Search and Replace). The highlighted definition will automatically be loaded into the search window and can be edited, if you leave the replacement text blank the search text will be deleted. The options are detailed below.
Range
Columns - Performs the search within the current columns only. Rows - Performs the search within the current rows only. Scratch Searches in the scratch area. Recycle Bin Performs the search in the Recycle Bin Area All - Select this to search all columns, rows and the filter.

Scope
Global - Searches all definitions within the current range. Selected - Searches only selected definitions within the current range.

Options
Case sensitive - If selected the search will be case-sensitive i.e. lager and Lager will be considered two different strings. Prompt on replace - Prompts the user for confirmation before replacing each item. You can also use any of the edit functions: cut, copy, paste and delete from the edit menu

Saving and Retrieving Definitions

It is quite common to frequently use the same set of columns or rows in an analysis, for example, demographics. You can save these items in a definition file, which can then be easily retrieved and inserted into the current Spec File. Saving a Definition File First set up the definitions as columns or rows. Select the edit table button , which allows the table to be edited. Tidy up definition headings as required. Highlight the columns/rows to be saved as a Definition file (variables must be in the same area of the edit table). Go to File/Save Selected Definitions. In the dialog box you can enter a new name for the Definition file and a description, or if you want to overwrite an existing definition file select the file from the list. The User option will save the file locally in the users spec folder. The Workgroup option will save the file in the workgroup folder on a network drive. Click OK when finished.

Retrieving a Definition File

In the main coding window, from the main menu select Tools/Retrieve Saved Definitions Make sure the Show Folder option is correct: If you saved the file in the user option then you must have that option ticked to be able to retrieve the file. Select the definition file you want to insert and select to either add the file to Columns or Rows. Click OK when finished. Alternatively, to retrieve a definition while viewing the editor window, select File/Retrieve Saved Definitions. Please note that a definition file can only be retrieved in the survey it was created in.

Retrieving a Definition File using the Definitions Tab The alternative way of retrieving definition files is through the definitions tab: Click on the Definitions tab and open the relevant option. Select the file to use and the contents of the file will be displayed in the answer pane.

Saving and Retrieving Synonyms

Synonyms are used to define a single definition under a more convenient user defined name or keyword. The Synonym name can then be used to reference the definition within further coding. Synonyms are most useful when you have a complex definition, which you want to use many times in other definitions, without having to keep re-creating it. To create a synonym follow these steps: Create the complex definition in the coding box. Enter a description for the definition. From the main menu select Coding/Coding Box/Create/Edit Synonyms. In the dialog box enter a name for the synonym and click add. From this dialog box you can also Delete synonyms by first highlighting the synonym and clicking the Delete button or you can Edit an existing Synonym by highlighting the synonym and clicking the Edit button. In this case the synonym definition and description will be placed into the coding box. To use a synonym, simply type in the name of the synonym directly into the coding box. This name will be recognised as representing the definition created previously and may be added to the spec.

The Choices Crosstab Viewer

What does the Choices Crosstab Viewer do? The Choices Crosstab viewer is a separate application that links to the main Choices 3 software. The viewer allows multiple crosstab reports to be viewed and saved as a single document. The viewer is automatically launched when running a crosstab from within Choices 3. Within the viewer you can easily manipulate the data by sorting, highlighting by criteria, filtering by criteria in Private Eye, hide columns and rows, graph via Excel. The viewer also provides a link to the integrated Correspondence Analysis programme.

The Report Navigator

When the crosstab is delivered to the viewer, you have the choice of either the analysis, crosstab or Private Eye view. Choose the format you would like to see by selecting the appropriate branch in the report navigator

There are 3 different views of each crosstab report: Analysis view This view displays a single cell element at a time, making it very easy to interactively sort and analyse the report. Crosstab view This view displays multiple cell elements and is similar to the more traditional crosstab report. Private Eye view This view displays a single column at a time and provides facilities for applying Private Eye style criteria allowing you to selectively display only those rows that match the chosen criteria.

Understanding the Numbers

Sample Size The number of respondents actually interviewed. Also referred to as unweighted counts or sample counts. Weighted counts (Pop) The representative number of people after sample-balancing has been applied to the raw sample counts. Often this number is also projected to the known universe such as the total population. Vertical % The column percentage. The percentage of the corresponding columns total that the specific cell represents (based on weighted counts). Horizontal % The row percentage. The percentage of the corresponding row total that the specific cell represents (based on weighted counts). Index An indication of how the weighted numbers in the cell differ from expected within the specified filter. An index of 100 corresponds to the average (or no difference); an index greater than 100 indicates higher than average and an index less than 100 indicates lower than average. Base % The percentage of the currently selected base that the specific cell represents.

Analysis View
The analysis view is the first option in the navigator tree. The user can choose between looking at the sample, weighted figures, vertical %, horizontal %, index and base %.

The user can select either rows or columns to be hidden by highlighting the columns/rows (hold down the Ctrl key to select single columns/rows or click and drag the mouse to select multiple columns/rows). Once these are highlighted, click on the icon to hide. Should the user wish to hide many columns/rows, to save time, select the columns/rows to keep, click on the icon which inverts the selection, and then continue by clicking on the Hide icon. To unhide columns/rows, click on the icon.

Sorting a Crosstab Report

Once a crosstab has been run it can be sorted into ascending or descending order, horizontally or vertically and returned to the original without having to be re-run. For example: Listing the TV programs that people who shop at Tesco are most likely to watch. Listing the top holiday destinations of people who drink Whisky. Finding out the attitudinal profile of frozen ice-cream bar eaters. Seeing which magazines or newspapers are most likely to be read by Coca-Cola drinkers.

You can sort either the columns or the rows of a table, follow these steps: Highlight the column/row to be sorted by clicking on the column/row heading. Select 1 of the 3 sort buttons:
sort ascending sort descending no sort

Highlighting Cells using Criteria

Individual cells of a table that are above or below certain values can be highlighted. For example, all cells that had an index of greater than 120 could be highlighted in red and additionally all cells with an index of less than 80 could be highlighted in blue.
In the viewer select the Highlighting Criteria button and select the criteria options as described below: Element select which element to apply the criteria to. By value select cells based upon whether the number is > < >= <= a given value. By Range select cells that have values within the given range. Highlight - you can choose to highlight either the foreground or the background in the selected colour. Reset other cells to default if selected this option will restore all cells to the default colour scheme before applying the criteria. If left unselected then criteria colour schemes can be built up adding to the previous highlighting. Colour You can specify which colour to use. Set as Default sets the current criteria as the default when the dialog is next displayed.

Applying Private Eye Criteria

From within the Private-Eye view you can apply a criteria to selectively display matching rows by clicking on the Private-Eye button .
Element Which element the criteria applies to.

Criteria Choose between:

Comparison: > < >= <= =

InRange Select rows that match in the range value 1 to value 2.

Continued
Top Select the top n rows. And finally, the value should be selected by typing a figure in (eg 20) Combine criteria as Determines how the criteria will be combined, either All of these (row must match every criteria) or Any of these (row must match at least 1 criteria).
Compare to Column the row for the current column can also be compared to another column based on a criteria. Select which element to use, which criteria to apply, and which column this should be compared to.
Select the element, choose the criteria to be met, and select the column to be compared to.

Value 1 first value used by: > < >= <= = and top criteria selections Value 2 - second value used by InRange Further criteria can be set by moving to the second, third etc. rows and selecting in the same way as described above.

Users can compare one column with another column. For example, with Men as the target, in comparison with Women, find all lifestyle statements where Men have a higher index than Women.

Private Eye can be undone after running by simply clicking on remove all Private Eye criteria that has been applied.

the icon. This will

Saving Report Documents

The Choices 3 Viewer uses a compound report document, which can contain multiple crosstab reports. Each time you run a crosstab analysis in Choices 3 the resulting report is added to the current list of reports in the viewer. It is therefore possible to collect several crosstab reports all relating to the same project and save them to a single report file which can be opened later.

Because the output can be saved it is not necessary to re-run the crosstab analysis to view previous reports.

Deleting individual reports

To remove an individual report from the current document, first highlight the report in the Report Navigator and then choose Edit/Delete from the main menu or pressing the Del key. Starting with a blank document To clear out all existing reports from the current document select File/Close from the main menu. This will leave the viewer with a blank document ready to receive the next report. Renaming individual reports When a report is first run it appears with the name, Untitled. You rename this to a more applicable name by first highlighting the report in the Report Navigator and then selecting Edit/Rename from the main menu or pressing F2. Sending a report via e-mail If you have MAPI compliant software installed you will be able to e-mail a report document to a colleague from within the viewer software. To do this: simply select File/Send To from the main menu. This will load your default e-mail software with the current document automatically attached.

Choosing Axes and Bases

By default the viewer will display the crosstab report columns across the top if the grid and the rows down the side of the grid for the first base. It is possible to change this orientation, for example to put columns down the side and rows across the top. To do this click on the axes button on the main toolbar: . You can then select whether to display columns, rows or filters across the top of the report or down the side of the report. It is invalid to select the same axis for both across and down.

Please remember that the base of your crosstab will change if the definitions set as filters from the coding window are re-assigned as columns or rows. The viewer displays 3-dimensional crosstab reports with bases, columns and rows. To select a different base click on the change bases button on the main toolbar: . You can now select a new base to use. All numbers in the report will now be filtered on this base.

Trend Analysis
The Trend Analysis allows the same crosstab to be run on multiple surveys. The results can be viewed for each survey individually as well as being able to compare year on year changes. Setting up Trend Analysis To use the Trend Analysis, first set up your crosstab. Then click on the Trender analysis button. The following dialogue box is displayed:

Base Year

Within this box you should select the surveys you want to use by clicking on the individual surveys and then clicking add. The up and down buttons allow you to change the order that they appear in. A red arrow will denote the base year. To change the base, highlight the survey you require as the base and click on Base.

Trend Analysis in the Choices Viewer

In the viewer, each survey is listed under the 3 views which you will be accustomed to seeing in Choices. Each view allows you to look at each survey individually.

Continued
In addition to this the Trender View displays each survey as a column and allows you to use the Trender options button to select from the options below:

Comparison Types and Values You can compare either actual figures or percentage figures from the Base Year, from Prior Year, from the average year or not at all. As with the other views in the Choices Viewer, you can use the icons on the toolbar to select which figures you want to see in the Crosstab, although in Trender you are restricted to seeing Sample, Weighted and Vertical% figures. You can use the following icons, to move between your targets (columns). Using the Change Axes button, you can switch between viewing your columns or rows horizontally.

ADVANCED FEATURES IN CHOICES3

1)VOLUMETRICS
Volumetrics are used to measure consumption of a product or service. Choices3 allows you to analyse such products in volume units rather than just usage. For example, a question on the frequency of consumption of bottled table wine might be presented in Choices3 as below:

Items marked with are built-in summary items to define, in this case: Total, Heavy, Medium and Light users of bottled table wine. This can be analysed by usage, i.e. How many users but we can also attribute mid-point values for each of the frequency answers and calculate both total volume and average volume, as explained below. (The items marked are the constituent volumes of consumption that make up the built in summary item directly above).

Example
Using bottled table wine as an example that the user can define a heavy bottled table wine user and then find both the total number of heavy users and the volume of bottled table wine bought monthly by these heavy users.

Total users Select bottled table wine frequency from the dictionary and then select the answers to be included for a heavy user as shown. The user should then select the code answers icon and then choose Add to coding using OR from the options that will appear on a drop down menu. The coding will then be sent to the coding box where the user can type in a description of Heavy bottled table wine users total and then select to send it to columns or rows. Alternatively the summary item Heavy users can be selected and sent to filter, rows, columns or scratch.

Volume

..
Again, select Bottled table wine frequency from the dictionary and then select the answers to be included for a heavy user. The user should then select Define Mean/Volumetric from the context menu.

Select from the options Volume and type in a title of Heavy bottled table wine users volume. Before choosing whether to send the answer to coding, columns, rows, scratch or filter, the user can preview the result by clicking on Preview. The window should resemble the window displayed below. Select where to send the result to and then click on Add followed by Close.

..

Again, the user can simply select the predefined built in summary item Heavy users from the answer box rather than selecting the three constituent answers above. When viewing the report, only the weighted figures (pop) can be used. So if the results are 60,393 for the weighted this means that the volume of bottled table wine consumed monthly by heavy users is 60,393,000 bottles. Or, in other words, 10.8 million adults 18+ consume 60.4 million bottles of table wine per month. Total consumption and volume of consumption can be used for any product fields. The user can pre-define heavy, medium and light users or use the TGI-defined summary fields for heavy, medium and light users. Mid-points show the score used for each level of consumption which is used in the calculation of averages. The user can change the mid-points by simply overwriting the existing figures. Note that if preview is selected, the figures shown will represent the total universe of the survey (eg.15+ adults in TGI). If a different target has been selected such as men, a crosstab will need to be run to provide volume for men. Filters are not taken into account in the preview. This is also required when using means.

Summary
Send the volume answers to the answer box. Highlight the individual answers and then select Define Mean/Volumetric from the context menu. The resulting dialog box shows a preview of the results where you can change the mid-point values if you wish (or enter new ones where they dont exist). Select the element of the crosstab you wish to send the definition to (filters, columns, rows, scratch) then click Add. Click the Close button once you have finished defining.

Understanding Volumetrics
(1) (1)

1,615,000 adults 18+ drink bottled table wine in Central Scotland. Adults 18+ in Central Scotland drink 4,185,000 bottles of table wine per month. 5.32% of the volume of bottled table wine consumed by adults 18+ in GB is consumed in Central Scotland. Adults 18+ in GB drink on average 1.77 bottles of table wine per month. Adults 18+ in Central Scotland drink on average 1.43 bottles of table wine per month.

(2) (3)

(2) (3)

(5) (4)

(4)

(5)

2) Means
Means follows on from Volumetrics in that it also uses frequency data. The user can work out average values within a crosstab. There are 3 options available to the user: Mean score calculates the average for the population. Mean excluding nulls calculates the average for the selected answers i.e. total users of bottled table wine, heavy users of bottled table wine etc. Mean excluding zeros allows the user to exclude users with a mid-point of zero i.e. this would be those who answered never listen to. Mean score To calculate the mean score, looking at bottled table wine, the user should select all defined summary items for bottled table wine and choose Define mean/volumetric from the context menu.
This time the user should select Mean Score as shown in the example below. Choose which element of the crosstab the definition should be sent to; coding, columns, rows, filter or scratch. The result can be previewed as shown.

The mean score is 1.71. This means the average number of bottles of table wine bought by all adults is 1.71.

Mean Score Excluding Nulls

Again, using bottled table wine, mean score excluding nulls calculates the average number of bottles of table wine bought by all users of bottled table wine. This is set up the same way as mean score but mean excluding nulls should be set up as shown below: A mean score of 2.7 is shown. This means that the average number of bottles of table wine bought by all users of bottled table wine is 2.7 per month. Mean score excluding nulls would be used to find average consumption for total, heavy, medium or light users of a product.

Mean Score Excluding Zeros

Mean score excluding zeros is only used to exclude answers with a mid-point of zero. An example of this would be looking at visits to the cinema. The question asked in the TGI survey is: How often do you go to the cinema these days? The possible answers are: Once a week or more 2 or 3 times a month Once a month Once every 2-3 months 2-3 times a year Less often Never go these days

The average number of times adults visit the cinema is 0.3 times per year (not shown). However, if using Mean Score Excluding Zeros, this will exclude non-cinema goers. Thus the average number of times adults go to the cinema is 0.54 times per year (or this can be interpreted as once every two years). Mean score excluding nulls would be used to exclude non-users. Mean score excluding zeros is set as a default in the system as this option will be the one used most often. It only includes users of a product field and excludes non-users.

3) COUNT COMMANDS
Count commands allow the creation of n-tiles. I.e they allow the user to count the number of respondents who fall into at least several categories from a defined list. Examples are :Respondents who agree with between 3 and 6 lifestyle statements out of a list of 8 Respondents who play at least 4 sports from the available list To define a count command in Choices 3, first select the items to be counted either from the answer list or from the columns/rows lists, then choose Define Count Coding from the context menu. You can then define the following options from the resulting dialog box: Show preview when selected will show a frequency distribution for the selected items, with the following numbers: Count number of items respondent appears in. Frequency weighted figure for how many respondents fall into count items. Cume Freq Asc Cumulative frequency in ascending order, i.e. for a count of 3 would be equivalent to 3 or less. Cume Freq Desc Cumulative frequency in descending order, i.e. for a count of 3 would be equivalent to 3 or more. Criteria - you can define an upper and lower bound. Add to destination of resulting definition. Click on the Add button to complete the definition.

Example
Respondents who agree with between 3 and 6 lifestyle statements out of a list of 8 The user should first select the 8 lifestyle statements from the dictionary and highlight them as shown below.

Then right-click on the mouse button and choose Define Count Coding. The following window will appear (after first having selected Preview).

The first column lists the count. So in the example on the previous page, 0-8 because there were 8 lifestyle statements selected. The second column lists the weighted figures that agree with each statement. The third column lists the Cume Freq Asc or Cumulative Frequency Ascending which lists, in 000s, the number that agrees with 1 or less, 2 or less etc. The fourth column lists the Cume Freq Desc or Cumulative Frequency Descending which lists, in 000s, the number that agrees with 1 or more, 2 or more etc

Setting Lower and Upper Bounds

The lower and upper bounds are used to look at, as mentioned previously, for example Respondents who agree with between 3 and 6 of the lifestyle statements.

Set the lower bound to 3 and the upper bound to 6. Enter a title and then select coding, column, row, filter or scratch and then click on ADD. Click on CLOSE if this is the only criteria to be set, or alternatively continue to set more criteria. Remember to change the titles accordingly. To work out how many or what percentage agree with exactly 3, or exactly 4, for example; set the lower and upper bounds to the same number. So exactly 3, lower bound would be 3 and upper bound would be 3.

4) MEDIA PROTOTYPES
If you wish to carry out analysis on a publication that is not covered by a survey, it is possible to create a simulated publication by using the media prototypes function. This involves modelling an existing publication with a similar profile to the publication you wish to create. Example: Using the womens monthly magazine Vogue, it is possible to create a media prototype for a new publication Vogue for Men. To create a media prototype, it is necessary to select mutually exclusive and exhaustive variables on which to profile the new publication i.e. gender, age or social grade. Select basic demographics from the dictionary and then select all men and all women from the answers and send to columns. Highlight both variables and right click. Select Define Media Prototypes from the context menu. The Media Prototypes dialogue box will appear, similar to that shown below.
Using the drop down arrow, select the appropriate Category for the existing publication, in this case

SPECIAL FEATURES
Scratch Area

Available to the user is a Scratch area. This can be used as a spare area where rows or columns can be temporarily or permanently stored. They will not affect the final report.

Recycle Area

Any data deleted will be held in the Recycle area where it can be retrieved

.
Move To An answer can be highlighted

and moved to columns/rows, filter or scratch by selecting move to from the context menu (right click).
Copy To An answer can be highlighted as above and copied to columns/rows, filter or scratch selecting copy to from the context menu. Delete Answers can be deleted by highlighting the answers, again as above, and right-clicking on the mouse and selecting delete. Combine If several answers are to be combined with one common answer, for example, Men AND 15-24, Men AND 25-34, Men AND 35-44 etc., Combine can be used. The user should send Men to the coding box, select AND, and enter the description as Men AND. Then highlight the age groups to be combined from the answer box, select Combine from the context menu and then select whether to send the answers to the rows/columns/scratch.

Other functions available from the context menu

To Display Sample Sizes And Weighted Figures For All Answers Click on the right button of the mouse to display a menu which will enable Sample Size and Weighted Figures to be selected.

To sort by Sample sizes or Weighted Figures Select all of the questions by clicking on the right button of the mouse and choosing Select All. Click again on the right button of the mouse to display a menu which will enable Sample Sizes and Weighted Figures to be selected.

 To sort by Sample size, simply click on the Sample button

To sort by the Weighted figure simply click on Weighted.

PRINTING, EXPORTING AND DISPLAY

Exporting Reports

The Choices 3 viewer allows the current report to be exported as a spreadsheet file (or CSV (Character Separated Values) file), by choosing File/Export Spreadsheet Values (CSV) file from the main menu. Choices3 will prompt for a filename using the standard Windows Save As dialog box. Select a destination drive and directory and enter a filename (*.CSV).
Retrieving the file into your spreadsheet Microsoft Excel V 4.0 and 5.0 Select File/Open from the main menu List files of type to text files (*.prn; *.txt; *.csv) Change to the directory containing the saved CSV file (usually C:\Choices3\Reports) Select the desired file and click on OK

THANK YOU