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COMM 4335 - Dore

Advertising Campaigns

Simmons Insights

Interpreting the Data

Reading Tabs:

COLUMNS = The "Who?", or target audience.

ROWS = The "What?", as in: "what do you want to know about your target audience?"

BASE= Is an additional filter you can add (for example, narrowing it down by gender type). The default is: total adults aged 18+

 

Reading Rows:

Sample (unweighted count): The number of people who participated in the survey and who meet column & row criteria.

Weighted number: the sample number projected onto the US population. Add three zeros to the end.

Index:  The likelihood of a target demographic to meet a specified criteria. Anything above 100 is considered above-average, while anything less than 100 is considered below average.

Vertical %: The percentage of people who answered this survey, based on the criteria/characteristic found in the top heading.   

Horizontal %: The percentage of people who answered this survey, based on the criteria/characteristic found on the left heading.

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