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CHOICES3 USER GUIDE
TABLE OF CONTENTS
INTRODUCTION __________________________________________________ 5
What Does Choices3 do? _________________________________________________ 5 What Are The PC Requirements For Choices3? _______________________________ 5 Who Do I Contact For Help? ______________________________________________ 5
A TYPICAL CHOICES3 SESSION ____________________________________ 6
Setting Up A Crosstab____________________________________________________ 6
THE DIFFERENT CHOICES3 WINDOWS ___________________________ 13
1) The Coding Window __________________________________________________ 13
Dictionary Browser____________________________________________________________ 13 Net Questions (Combining Answers From Two Identical Answer Lists) ___________________ 14 Press Questions ______________________________________________________________ 16 Alpha Search Questions ________________________________________________________ 17 Advanced Alpha Search ________________________________________________________ 18
Table Statistics ________________________________________________________ 20 The Coding Box _______________________________________________________ 21 2) The Editor Window __________________________________________________ 21
Editing Tables _______________________________________________________________ 21
Heading Editor ________________________________________________________ 22
Search And Replace ___________________________________________________________ 23
Cut Copy Paste Definitions ______________________________________________ 23
Copying ____________________________________________________________________ 23 Moving _____________________________________________________________________ 24 Deleting ____________________________________________________________________ 24 Reordering __________________________________________________________________ 24 Undo ______________________________________________________________________ 24
Applying Factors _______________________________________________________ 24 Saving and Retrieving Definitions _________________________________________ 25
Saving a Definition File ________________________________________________________ 25 Retrieving a Definition File______________________________________________________ 25 Retrieving a Definition File using the Definitions Tab _________________________________ 25
Saving and Retrieving Synonyms __________________________________________ 25 Saving your work _______________________________________________________ 26 3) The Choices Crosstab Viewer __________________________________________ 27
What does the Choices Crosstab Viewer do? ________________________________________ 27 The Report Navigator__________________________________________________________ 27 Understanding the Numbers_____________________________________________________ 28 Analysis View ________________________________________________________________ 28 Sorting a Crosstab Report_______________________________________________________ 29 Highlighting Cells using Criteria __________________________________________________ 29 Applying Private Eye Criteria ____________________________________________________ 30
CHOICES3 USER GUIDE
Saving Report Documents ______________________________________________________ 32 Choosing Axes and Bases _______________________________________________________ 32
Trend Analysis_________________________________________________________ 33
Setting up Trend Analysis _______________________________________________________ 33 Trend Analysis in the Choices Viewer______________________________________________ 34
ADVANCED FEATURES IN CHOICES3 _____________________________ 35
1)VOLUMETRICS _____________________________________________________ 35
Total users __________________________________________________________________ 35 Volume_____________________________________________________________________ 35
Summary _____________________________________________________________ 37
Understanding Volumetrics _____________________________________________________ 37
2) Means______________________________________________________________ 37
Mean score __________________________________________________________________ 38 Mean Score Excluding Nulls_____________________________________________________ 38 Mean Score Excluding Zero’s ____________________________________________________ 39
3) COUNT COMMANDS _______________________________________________ 41
Example ____________________________________________________________________ 41 Setting Lower and Upper Bounds_________________________________________________ 42
4) MEDIA PROTOTYPES ______________________________________________ 43
SPECIAL FEATURES ______________________________________________ 45
Scratch Area ___________________________________________________________ 45 Recycle Area __________________________________________________________ 45 Move To… ____________________________________________________________ 45 Copy To… ____________________________________________________________ 45 Delete ________________________________________________________________ 46 Combine______________________________________________________________ 46 Other functions available from the context menu_____________________________ 46
To Display Sample Sizes And Weighted Figures For All Answers_________________________ 46 To sort by Sample sizes or Weighted Figures ________________________________________ 46 To Select All Answers__________________________________________________________ 47 To Select Some Answers _______________________________________________________ 47 To Invert the Selection _________________________________________________________ 47
PRINTING, EXPORTING AND DISPLAY ____________________________ 48
Changing Surveys and File Transfer _______________________________________ 48 Exporting Reports ______________________________________________________ 48 Retrieving the file into your spreadsheet ____________________________________ 48 How do I change fonts __________________________________________________ 49 How do I change the number of decimal places _____________________________ 49 How do I change print options in the viewer ________________________________ 49 The Location Of Your Choices3 Software ___________________________________ 50
Configuration Settings _________________________________________________________ 50 Installing Data _______________________________________________________________ 51
Changing Languages ___________________________________________________ 51
CHOICES3 USER GUIDE Filtering the dictionary by region__________________________________________ 52 SUMMARY OF ICONS _____________________________________________ 54 APPENDICES ____________________________________________________ 58 Appendix I: HOW TO INTERPRET A CROSSTAB _________________________ 58 Appendix II: USING LOGIC _____________________________________________ 59 LOGIC EXAMPLES __________________________________________________________ 60 Appendix III: APPLYING FACTORS _____________________________________ 62 Why would I want to apply factors to definitions? ____________________________________ 62 How do I apply factors to definitions? _____________________________________________ 62 What factor should I apply? _____________________________________________________ 63 Combining variables full/part year? _______________________________________________ 63 How do I remove a factor? ______________________________________________________ 63 Are unweighted numbers factored?________________________________________________ 63 What can go wrong? ___________________________________________________________ 63 Appendix IV: LOYALTY ANALYSIS ______________________________________ 65 21/01/04 4 .
000 possible answers. you will require Adobe Acrobat Who Do I Contact For Help? For technical support call the KMR Software Support Desk on +44 (0) 207 831 5455 or e-mail helpdesk@kmrsoftware. Choices 3 is particularly well suited for surveys with several thousand respondents and several thousand possible answers.com Please also visit our web site at: www. Choices 3 allows the user to define complex queries of such datasets. these are asked of about 25. allowing the user to quickly home in on important relationships and produce reports of the findings. generating crosstabulation reports.kmrsoftware.000 adults each year. What Are The PC Requirements For Choices3? Choices 3 has been tested under the following environments: Windows 98 Windows 2000 Windows XP Hardware requirements: Pentium 3 or above 128Mb RAM 250Mb of hard drive space to perform the installation CD-ROM Drive 16 bit display setting For certain functionality you will require Microsoft Excel For our electronic user guides that are automatically installed. For example on a typical GB TGI survey there are about 3. Choices 3 also includes a MetherPlus Press Reach and Frequency model for performing schedule analysis of press readership data. Choices 3 makes the task of navigating and analysing such a complex data set easy and fast. 21/01/04 5 .CHOICES3 USER GUIDE INTRODUCTION What Does Choices3 do? Choices 3 is an analysis and planning tool for large surveys such as the Target Group Index (TGI). which can then be manipulated to aid interpretation of the results.com.000 questions with 30. enabling the user to interactively evaluate ‘what if…’ scenarios to aid media planning/buying.
The coding box is at the bottom of the screen. the columns will be “lager drinkers” and “low alcohol lager drinkers” and then this will be crossed by the rows “age groups”. In this example we will look at the age profile of male bottled lager drinkers. Setting Up A Crosstab When setting up a crosstab. The dictionary can be seen on the left-hand side. • Choose the correct survey. the first screen to be seen will be that shown below. if it is different from the default survey Select Change Current Survey 21/01/04 6 .CHOICES3 USER GUIDE A TYPICAL CHOICES3 SESSION When commencing a new session. with the answer window in the centre. and filters. the following steps should normally be taken. columns and rows on the right hand side. The filter used will be “All Men”.
Define the required Filter. 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. The answer list will display the possible answers in the box on the right. 21/01/04 7 .CHOICES3 USER GUIDE • The following menu will appear • From this menu. choose the survey to be used by highlighting it and then clicking on OK. Columns and Rows. Select Sex from the top of the question list by clicking once on Sex with the mouse. Select Basic Demographics from the range of filters available by either 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. In the following example a crosstab will be created to analyse canned lager drinkers with different age groups. Alternatively click on the Columns button above the answer list. Next click and drag the answer. Double click on “Use” and then select All Users from the Answers list. 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. This will also transfer the answer to columns. Alternatively click on the Filter button above the Answers box. This will also send the answer to the filter box. All Users into the columns window. 21/01/04 8 .CHOICES3 USER GUIDE • Select the filter tab and then select All Men from the Answer box and drag and drop the answer into the filter box.
CHOICES3 USER GUIDE Row Selection • The process is nearly identical to the one for selecting answers to go into columns. • Alternatively click on the Rows button above the answer list. This will also transfer the answer to rows. Then find the Basic Demographics filter and open it the same way as the demographics & survey dictionary. • Next click and drag the answers into the rows window. • 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). 21/01/04 9 . • 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.
CHOICES3 USER GUIDE • 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. 21/01/04 10 . Edit Table icon • Run the crosstab Run Analysis icon • After the viewer has opened click on analysis. • Before running the crosstab you may want to change the header text using the editor. Rows and columns can also be deleted if required. crosstab or private eye and your results will be displayed. (Detailed instructions on using table editor can be found on p21).
• Sort and rank data within any column or row (Detailed instructions on p29). penetration. profile and index. • Print Preview the report • Zoom in • • Zoom out No Zoom • View data such as total consumption. • Select Axes button • Change Base 21/01/04 11 .CHOICES3 USER GUIDE Once Crosstab Viewer application has launched the following buttons are available: • Return to the Choices 3 coding window • • Open an existing document Save the active document • Copy the selection • Print the report (Changing print options instructions can be found on p49).
CHOICES3 USER GUIDE • Highlight cells that indicate figures above or below certain values (Detailed instructions on p29). • Invert selections • Hide rows or columns • Resets all attributes applied in the viewer 21/01/04 12 . • Create graph in Excel • Run Correspondence Analysis • Select to run Private Eye analysis (Detailed instructions on p30).
Depending upon how the survey is set up. columns and rows for the analysis. This window is divided into 3 areas: • • • Dictionary Browser – see below. the user can browse the database of questions and answers and define the filter.CHOICES3 USER GUIDE THE DIFFERENT CHOICES3 WINDOWS 1) The Coding Window At this screen. Dictionary Browser The Dictionary Browser provides access to the Questions and Answers for the currently loaded survey. the questions may be grouped into categories for easier navigation. Table Statistics – see p18. Coding Box – see p21. Headings can also be customised and logic used to create very specific target groups. 21/01/04 13 .
• To add questions highlight the question from the question level of the dictionary under the Questions tab. highlight “Vodka – Brands – Most” and from the context menu (right click) select “Add to Net Questions. as follows: To access these questions. • In this case Vodka will be located in Drinks → Vodka → Brands. • Once located.CHOICES3 USER GUIDE As you click on a question in the left panel the corresponding answers are displayed in the right panel. • In the main workscreen select “Net”. 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. 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. Detailed instructions follow below. • Find the relevant section in the dictionary. Please note that to access a context menu anywhere in the software. Right click and select “Add to Net Questions” from the context menu. click on the relevant tab. For example. looking at different brands of Vodka drunk “most” or drunk as “other” (e. 21/01/04 14 .g. Vodka – most – Vladivar OR Vodka – other – Vladivar). The list of questions in the left panel can be changed by selecting one of the tab buttons below the list.” • Repeat the process for “Vodka – Brands -– Other”. This button sends selections to the coding box.
And so on. Type in a description when requested. drink Absolut vodka – most OR drink Absolut vodka – other. All vodka brands will have been combined individually using OR i. all Vladivar Vodka drinkers have been crosstabbed to “Listened to Kiss FM last Month.475 (000): 44. GB TGI SUMMER 2001 (Apr 2000 – Mar 2001) Filter: Adults 18+ Sample: 24.” 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”.424 Sample Size Most: 15 Sample Size Others: 23 38 21/01/04 15 .e. drink Vladivar vodka– most OR drink Vladivar vodka – other. In the example below.CHOICES3 USER GUIDE • 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.
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. 21/01/04 16 .CHOICES3 USER GUIDE Press Questions • Press titles grouped into categories. (Average Issue Readership .) Press titles can also be accessed through the dictionary if AIR is not required. AIR is defined as the readership in the last publication period.For a press publication. The answers for each press title represent Average Issue Readership (AIR).
Enter the first few characters of the word you are searching for.CHOICES3 USER GUIDE Alpha Search Questions Performing an Alpha Search will provide a list of results for all occurrences of the specific word within the selected survey. Select whether results are required at answer or question level and either press the Enter key or click on the Search button. if searching for Tesco brands. Select one or more words from this list that match your requirements and click on the OK button. Question level – will provide all within each question where the search text appeared as an answer i. You will then be taken to the Alpha tab list of questions which displays the search. To carry out an Alpha Search click the find button above the questions list. will only provide the specific word as the answer and will exclude any other possible answers. will provide all other brands in addition to Tesco. 21/01/04 17 . There are two search options available: Answer level – when searching for a specific word.e. You will then see a list of all the valid words that exist in the database that begin with the specified number of characters.
21/01/04 18 . Ally McBeal. The advanced criteria would then be set to television at category level. to find all Tesco answers. Searching for all Smirnoff brands within the alcoholic drinks category. The search would then be performed and the results would show all the individual television programmes i. Click on the OK button.e. Airport etc as the question with the answer I specially choose to watch. As you can see from the results shown in the Alpha tab shown on the following page. topic and brand filters as required. the search would initially be done at answer level for the word Smirnoff. as described above. for which the word frozen appears in the subject heading. The advanced criteria would then be set to Alcoholic Drinks and the topic set to Brand. However. 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. enter the relevant category. Other examples of how the advanced search could be used include the following: Searching for all television programmes people specially choose to watch. it is only those answers. for example most often users of Tesco frozen food produce. all the most often Tesco answers for questions within the Food category have been selected. the search would initially be done at answer level for the word specially. In this example. In this example.CHOICES3 USER GUIDE Advanced Alpha Search The Advanced Search enables a combination of filters to be used to specify exactly what you’re looking for in the dictionary. Using the Advanced tab. Perform an answer level search. 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. subject. A Question of Sport.
CHOICES3 USER GUIDE 21/01/04 19 .
Recycle – Whenever you delete a definition from Filters/Columns/Rows/Scratch the definition is not actually deleted but is moved into the Recycle bin. 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. which can be used either as a storage area or for building up more complex definitions.CHOICES3 USER GUIDE Table Statistics The table statistics area on the main coding window displays information about the current Spec file. when analysing women’s clothes. set a filter for women. This may also be known as base or universe and it allows the user to restrict the universe to be analysed. This is the default view.g. 21/01/04 20 . Within the Table Statistics views you can move or copy items from one list to another using the context menu (right click) associated with each view. Items can then be retrieved from the Recycle bin if required. Filter – Displays the Filters. e. This is especially useful for creating count commands across complex definitions. You can also preview Sample and Weighted counts by first selecting the relevant definitions and then selecting Sample and Weighted from the context menu. Scratch – The scratch list is a temporary list of definitions. For example some TGI questions are only asked of certain categories.
or alternatively select Coding/Edit Table. 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 + . 2) The Editor Window This allows the user to delete the filter or selected columns/rows. click on the toolbar. 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.* / Comparison Operators > < >= <= = Validate Expression Syntax – Click the button to check the syntax of the current expression in the coding box. Cell Lookup – The Sample and Weighted counts for the given expression can be checked by clicking on the cell lookup button . In addition. columns or rows. Please see Appendix II on p59 for further information.CHOICES3 USER GUIDE The Coding Box The coding box provides an area for defining complex expressions. as well as changing any of the headings for the filters. There is also a search and replace facility. as well as the means for saving rows or columns as Definitions. the user can enter an overall title for the analysis that will appear at the top of each page of the report. Any errors will be reported in the Expression Error dialog. Editing Tables To use the table editor. Factors may be applied to multiple definitions in this window.. from the main 21/01/04 21 .. highlight the keyword and then click on the keyword lookup button . Keyword Lookup – To lookup the description of a given keyword in the coding box. The window below will appear.
such as the question stub and use the search and replace function in the Editor Window. This is also useful as a means to understand the expression coding. System heading – the system generated heading. Expression – the complete expression. Edit the heading and click OK. 21/01/04 22 . double click on the definition to access the Heading Editor. It may be useful to copy sections of the User Heading . (The heading editor can also be displayed by clicking on the Heading Editor button in the coding box in the main Coding Window. Reset – resets the user heading back to what it was when the dialog was originally displayed.) The heading editor shows: User heading – the heading displayed in the final report. This can be edited to make the report more readable. You can also click on the following: Copy – copies the system heading into the user heading ready for editing.CHOICES3 USER GUIDE Heading Editor To edit a single definition.
Prompts the user for confirmation before replacing each item. copy. First select the columns to copy by highlighting them either by clicking and dragging or by clicking on selected definitions whilst holding down the Ctrl key. paste and delete from the edit menu. copy. Scratch – Searches in the scratch area. Rows . Next. highlight the row to indicate where the 21/01/04 23 . rows and the filter.Searches only selected definitions within the current range. lager and Lager will be considered two different strings. Selected . for example. This allows you. Copying To copy say a number of selected columns to rows you can use the copy and paste functions. to paste in a heading from an existing definition directly into the “search for” box. The options are detailed below. Scope Options Case sensitive . one or more columns or one or more rows. Search And Replace Range Columns . This is useful to remove question headers for reasons of neatness. paste and delete functions within the editor.If selected the search will be case-sensitive i. The highlighted definition will automatically be loaded into the search window and can be edited.Performs the search within the current columns only.this makes a copy of the selected definitions into a local buffer.CHOICES3 USER GUIDE To search for and replace a word or statement. Recycle Bin – Performs the search in the Recycle Bin Area All .Performs the search within the current rows only. You can select the filter.e.Searches all definitions within the current range. Prompt on replace .Select this to search all columns. You can only select one of these three types at one time. You can also use any of the edit functions: cut. Then select copy from the speed bar or edit menu . Cut Copy Paste Definitions All of the above operations are possible using the cut. Global . if you leave the replacement text blank the search text will be deleted. highlight one of the definitions containing the word you want to replace and click on the icon (alternatively select Edit/Search and Replace).
So for example you can move some columns from the end of the list of columns to the beginning by first selecting them. Undo It is possible to undo the last of the following edit operations: cut.CHOICES3 USER GUIDE definitions should be inserted and select paste from the speed bar or edit menu.Ctrl+X Undo . so to insert the definitions at the beginning of the rows select the first row and to insert them at the end select the line -. delete all columns or delete all rows respectively from the speed bar or edit menu. 21/01/04 24 . highlighting the first column and selecting paste. columns.Ctrl-C Delete . Thus moving the columns from one position in the list to another. a series of columns or a series of rows are deleted they can always be restored by selecting Edit/Undo or clicking the undo button. rows and scratch. Reordering Reordering can easily be accomplished by a move operation or series of move operations.Ctrl-Z Copy . This is done by highlighting the variable end then selecting Edit/Apply factor from the menu. first select the definitions and then select delete from the speed bar or edit menu. all rows or all columns by selecting delete filter. selecting cut from the speed bar or edit menu.just use the Del button Paste . paste or delete. column or row definitions. Choices 3 buffers the last set of deletions. This means that whenever the filter. Moving To move say a number of selected columns to rows you can perform the same set of operations as for copying except instead of selecting copy from the speed bar or edit menu select cut. The definitions will be inserted before the selected item. In addition to placing a copy of the selected definitions into a local buffer it will remove them from the list of columns. Hint: Shortcuts for edit functions Cut . You can perform similar operations to copy definitions between filter. You can also delete the filter.End of Rows --.Ctrl-V Applying Factors Within the Editor window you are able to apply factors to many definitions at once. copy. Deleting To delete the filter. See Appendix III on p62.
• Select the file to use and the contents of the file will be displayed in the answer pane. 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. • In the dialog box you can enter a new name for the Definition file and a description. • Select the definition file you want to insert and select to either add the file to Columns or Rows. • Click OK when finished. Select the edit table table to be edited. • Tidy up definition headings as required. Saving a Definition File • First set up the definitions as columns or rows. for example. to retrieve a definition while viewing the editor window. which allows the Retrieving a Definition File • In the main coding window. • Highlight the columns/rows to be saved as a Definition file (variables must be in the same area of the edit table). select File/Retrieve Saved Definitions. You can save these items in a definition file.CHOICES3 USER GUIDE Saving and Retrieving Definitions It is quite common to frequently use the same set of columns or rows in an analysis. • Please note that a definition file can only be retrieved in the survey it was created in. • Alternatively. 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. or if you want to overwrite an existing definition file select the file from the list. Go to File/Save Selected Definitions. which can then be easily retrieved and inserted into the current Spec File. demographics. • Click OK when finished. The “Workgroup” option will save the file in the workgroup folder on a network drive. • The “User” option will save the file locally in the users spec folder. button. Saving and Retrieving Synonyms 21/01/04 25 .
To recall this file at a future time select File/Open from the main menu. This name will be recognised as representing the definition created previously and may be added to the spec. The Synonym name can then be used to reference the definition within further coding. which you want to use many times in other definitions. without having to keep re-creating it. Saving your work The document you work with is the Spec File.CHOICES3 USER GUIDE Synonyms are used to define a single definition under a more convenient user defined name or keyword. 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. From the main menu select Coding/Coding Box/Create/Edit Synonyms. To use a synonym. Having defined a Spec File for analysis you can then save this file for future use by selecting File/Save or File/Save As from the main menu. In this case the synonym definition and description will be placed into the coding box. 21/01/04 26 . Enter a description for the definition. Synonyms are most useful when you have a complex definition. simply type in the name of the synonym directly into the coding box. In the dialog box enter a name for the synonym and click add. To create a synonym follow these steps: • • • • Create the complex definition in the coding box.
21/01/04 27 . you have the choice of either the analysis. graph via Excel. There are 3 different views of each crosstab report: Analysis view – This view displays a single cell element at a time. filtering by criteria in Private Eye. 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. hide columns and rows. The viewer allows multiple crosstab reports to be viewed and saved as a single document. crosstab or Private Eye view. Within the viewer you can easily manipulate the data by sorting. The viewer also provides a link to the integrated Correspondence Analysis programme. The Report Navigator When the crosstab is delivered to the viewer. The viewer is automatically launched when running a crosstab from within Choices 3. Choose the format you would like to see by selecting the appropriate branch in the report navigator. 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. highlighting by criteria.CHOICES3 USER GUIDE 3) 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.
Should the user wish to hide many columns/rows. Weighted counts (Pop) The representative number of people after sample-balancing has been applied to the raw sample counts. The percentage of the corresponding row total that the specific cell represents (based on weighted counts). Vertical % The column percentage. horizontal %. Once these are highlighted. index and base %. click on the 21/01/04 28 . To unhide columns/rows. and then continue by clicking on the Hide icon. Often this number is also projected to the known universe such as the total population. icon. weighted figures. The percentage of the corresponding columns total that the specific cell represents (based on weighted counts). vertical %. Also referred to as unweighted counts or sample counts. an index greater than 100 indicates higher than average and an index less than 100 indicates lower than average. click on the icon to hide.CHOICES3 USER GUIDE Understanding the Numbers The Choices 3 Viewer displays the following optional numbers in a crosstab report: Sample Size The number of respondents actually interviewed. 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). to save time. select the columns/rows to keep. An index of 100 corresponds to the average (or no difference). Analysis View The analysis view is the first option in the navigator tree. click on the icon which inverts the selection. Base % The percentage of the currently selected base that the specific cell represents. Hint: You can see all available numbers for a specific cell using the Stat Tips which are displayed when you leave the mouse over a cell for a few seconds. Horizontal % The row percentage. The user can choose between looking at the sample. Index An indication of how the weighted numbers in the cell differ from expected within the specified filter.
For example.you can choose to highlight either the foreground or the background in the selected colour. Listing the top holiday destinations of people who drink Whisky. Seeing which magazines or newspapers are most likely to be read by Coca-Cola drinkers. follow these steps: • • Highlight the column/row to be sorted by clicking on the column/row heading. You can sort either the columns or the rows of a table. By value – select cells based upon whether the number is > < >= <= a given value. For example: • • • • Listing the TV programs that people who shop at Tesco are most likely to watch. 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. Finding out the attitudinal profile of frozen ice-cream bar eaters. 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. Highlight . horizontally or vertically and returned to the original without having to be re-run. By Range – select cells that have values within the given range.CHOICES3 USER GUIDE Sorting a Crosstab Report Once a crosstab has been run it can be sorted into ascending or descending order. 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. 21/01/04 29 .
On the main criteria dialog you can enter up to 5 criteria to be met. Criteria – Choose between: • Comparison: > < >= <= = • InRange – Select rows that match in the range value 1 to value 2. Highlighting only applies in the viewer and is not applied in the printed report unless using a colour printer. For each criteria you can set the following options: Element – Which element the criteria applies to. 21/01/04 30 . Set as Default – sets the current criteria as the default when the dialog is next displayed. Colour – You can specify which colour to use. 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 . The purpose of highlighting data is as a simple aid to interpretation. making it easier for the eye to focus on the important data. If left unselected then criteria colour schemes can be built up adding to the previous highlighting.CHOICES3 USER GUIDE • • • Reset other cells to default – if selected this option will restore all cells to the default colour scheme before applying the criteria.
• Select the element. For example. And finally. Users can compare one column with another column. all Private Eye criteria that has been applied. and which column this should be compared to. which criteria to apply. Private Eye can be undone after running by simply clicking on the icon. rows and selecting in the same way as described above. and select the column to be compared to. with Men as the target. either All of these (row must match every criteria) or Any of these (row must match at least 1 criteria). the value should be selected by typing a figure in (eg 20) Value 1 – first value used by: > < >= <= = and top criteria selections Value 2 . This will remove 21/01/04 31 . choose the criteria to be met. in comparison with Women. find all lifestyle statements where Men have a higher index than Women. Compare to Column – the row for the current column can also be compared to another column based on a criteria. Combine criteria as – Determines how the criteria will be combined. Select which element to use.CHOICES3 USER GUIDE • Top – Select the top n rows. third etc.second value used by InRange • Further criteria can be set by moving to the second.
CHOICES3 USER GUIDE Saving Report Documents The Choices 3 Viewer uses a compound report document. 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. To do this click on the axes button on the main toolbar: . 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. Deleting individual reports To remove an individual report from the current document. It is invalid to select the same axis for both across and down. As well as making it easier to manage your results you can send a report file to a colleague for them to view the results without needing to re-run the analysis. first highlight the report in the Report Navigator and then choose Edit/Delete from the main menu or pressing the Del key. Because the output can be saved it is not necessary to re-run the crosstab analysis to view previous reports. 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. for example to put columns down the side and rows across the top. You can then select whether to display columns. Starting with a blank document To clear out all existing reports from the current document select File/Close from the main menu. It is possible to change this orientation. This is a big improvement over earlier versions and can be a major time-saver. To do this: simply select File/Send To from the main menu. rows or filters across the top of the report or down the side of the report. 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. 21/01/04 32 . Untitled. which can contain multiple crosstab reports. 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. This will load your default e-mail software with the current document automatically attached. Each time you run a crosstab analysis in Choices 3 the resulting report is added to the current list of reports in the viewer.
The up and down buttons allow you to change the order that they appear in. The currently selected base is shown in the bottom right message bar of the main window. Setting up Trend Analysis To use the Trend Analysis. Trend Analysis The Trend Analysis allows the same crosstab to be run on multiple surveys. You can now select a new base to use. 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. columns and rows.CHOICES3 USER GUIDE 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. first set up your crosstab. . Then click on the Trender analysis button. To select a different base click on the change bases button on the main toolbar: All numbers in the report will now be filtered on this base. A red 21/01/04 33 . The results can be viewed for each survey individually as well as being able to compare year on year changes. The viewer displays 3-dimensional crosstab reports with bases.
Each view allows you to look at each survey individually. each survey is listed under the 3 views which you will be accustomed to seeing in Choices. you can use the icons on the toolbar to select which figures you want to see in the Crosstab. You can use the following icons. 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.CHOICES3 USER GUIDE arrow will denote the base year. Using the Change Axes button. It is wise to have your surveys in chronological order. from the average year or not at all. click on OK to take you to the Choices Viewer: Trend Analysis in the Choices Viewer In the viewer. Weighted and Vertical% figures. to move between your targets (columns). you can switch between viewing your columns or rows horizontally. To change the base. highlight the survey you require as the base and click on Base. 21/01/04 34 . As with the other views in the Choices Viewer. although in Trender you are restricted to seeing Sample. Once you have the required surveys. from Prior Year.
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. Total users Select “bottled table wine frequency” from the dictionary and then select the answers to be included for a heavy user as shown. Heavy. as explained below. 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. (The items marked are the constituent volumes of consumption that make up the built in summary item directly above). in this case: Total. Volume 35 21/01/04 . This can be analysed by usage. 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. “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. For example. Alternatively the summary item Heavy users can be selected and sent to filter. rows. columns or scratch. Medium and Light users of bottled table wine. 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. i.CHOICES3 USER GUIDE ADVANCED FEATURES IN CHOICES3 1)VOLUMETRICS Volumetrics are used to measure consumption of a product or service.e. Choices3 allows you to analyse such products in volume units rather than just usage.
Note that if preview is selected. The user can change the mid-points by simply overwriting the existing figures. Select where to send the result to and then click on Add followed by Close. 10.393 for the weighted this means that the volume of bottled table wine consumed monthly by heavy users is 60. Again. When viewing the report. The user should then select Define Mean/Volumetric from the context menu. medium and light users. 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. columns. medium and light users or use the TGI-defined summary fields for heavy. Or.000 bottles. only the weighted figures (pop) can be used.CHOICES3 USER GUIDE Again. select “Bottled table wine frequency” from the dictionary and then select the answers to be included for a heavy user.4 million bottles of table wine per month. rows. a crosstab will need to 21/01/04 36 . the figures shown will represent the total universe of the survey (eg. So if the results are 60. in other words.15+ adults in TGI). Total consumption and volume of consumption can be used for any product fields. The window should resemble the window displayed below. Before choosing whether to send the answer to coding. Select from the options Volume and type in a title of Heavy bottled table wine users – volume.8 million adults 18+ consume 60. scratch or filter. If a different target has been selected such as men. The user can predefine heavy. Mid-points show the score used for each level of consumption which is used in the calculation of averages. the user can preview the result by clicking on Preview.393.
(3) 5. Understanding Volumetrics (1) (2) (3) (5) (1) 1. Filters are not taken into account in the preview. This is also required when using means. (4) (5) Adults 18+ in GB drink on average 1.CHOICES3 USER GUIDE be run to provide volume for men. Select the element of the crosstab you wish to send the definition to (filters.000 adults 18+ drink bottled table wine in Central Scotland. rows. (4) (2) Adults 18+ in Central Scotland drink 4. Adults 18+ in Central Scotland drink on average 1.77 bottles of table wine per month.32% of the volume of bottled table wine consumed by adults 18+ in GB is consumed in Central Scotland. There are 3 options available to the user: Mean score – calculates the average for the population. 2) Means Means follows on from Volumetrics in that it also uses frequency data. 21/01/04 37 . The user can work out average values within a crosstab. 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 don’t exist).000 bottles of table wine per month. Click the Close button once you have finished defining. Highlight the individual answers and then select Define Mean/Volumetric from the context menu. Summary Send the volume answers to the answer box.615. scratch) then click Add. columns.43 bottles of table wine per month.185.
this would be those who answered “never listen to”. heavy users of bottled table wine etc. rows. columns. total users of bottled table wine.e. This means the average number of bottles of table wine bought by all adults is 1. Choose which element of the crosstab the definition should be sent to. 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. Mean Score Excluding Nulls 21/01/04 38 . filter or scratch. Mean excluding zeros – allows the user to exclude users with a mid-point of zero i.71. looking at bottled table wine. The mean score is 1. The result can be previewed as shown.e. Mean score To calculate the mean score.CHOICES3 USER GUIDE Mean excluding nulls – calculates the average for the selected answers i. coding.71.
CHOICES3 USER GUIDE Again. 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 Assuming the user chose to select all answers and then by selecting Define Means/Volumetrics from the context menu.7 is shown. heavy. This means that the average number of bottles of table wine bought by all users of bottled table wine is 2.7 per month. An example of this would be looking at visits to the cinema. Mean Score Excluding Zero’s Mean score excluding zero’s is only used to exclude answers with a mid-point of zero. 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. using bottled table wine. medium or light users of a product. Mean score excluding nulls would be used to find average consumption for total. The value for Mean Score Excluding Zero’s would give the true average as shown below: 21/01/04 39 . the value given in both Mean score and in Mean Score Excluding Nulls would not give the user the average amount of time respondents go to the cinema as it would include those that “never go these days”. mean score excluding nulls calculates the average number of bottles of table wine bought by all users of bottled table wine.
It only includes users of a product field and excludes non-users. this will exclude non-cinema goers. Mean score excluding zero’s is set as a default in the system as this option will be the one used most often. 21/01/04 40 .CHOICES3 USER GUIDE The average number of times adults visit the cinema is 0. Mean score excluding nulls would be used to exclude non-users. However. Thus the average number of times adults go to the cinema is 0. if using Mean Score Excluding Zero’s.3 times per year (not shown).54 times per year (or this can be interpreted as once every two years).
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. Add to – destination of resulting definition. 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. 21/01/04 41 .e they allow the user to count the number of respondents who fall into at least several categories from a defined list. Cume Freq Asc – Cumulative frequency in ascending order.e. for a count of 3 would be equivalent to 3 or more. for a count of 3 would be equivalent to 3 or less. Frequency – weighted figure for how many respondents fall into count items. Criteria . with the following numbers: Count – number of items respondent appears in. 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.CHOICES3 USER GUIDE 3) COUNT COMMANDS Count commands allow the creation of n-tiles. then choose Define Count Coding from the context menu. i.you can define an upper and lower bound. Cume Freq Desc – Cumulative frequency in descending order. Click on the Add button to complete the definition. first select the items to be counted either from the answer list or from the columns/rows lists.e. I. i.
000 adults definitely agree with between 3 and 6 of the 8 lifestyle statements.) The fourth column lists the Cume Freq Desc or Cumulative Frequency Descending which lists. For example. set the lower and upper bounds to the same number. 0-8 because there were 8 lifestyle statements selected. Click on CLOSE if this is the only criteria to be set. 345. Enter a title and then select coding.591. For example. Set the lower bound to 3 and the upper bound to 6. So in the example on the previous page. 38. as mentioned previously.926. 2 or more etc. After running the analysis. the number that agrees with 1 or more. in ‘000s. (NB: This includes people who don’t agree with any of the statements. or alternatively continue to set more criteria. The third column lists the Cume Freq Asc or Cumulative Frequency Ascending which lists. 7. Remember to change the titles accordingly. filter or scratch and then click on ADD. To work out how many or what percentage agree with exactly 3. or exactly 4. row. Setting Lower and Upper Bounds The lower and upper bounds are used to look at.000 definitely agree with all 8 statements.000 definitely agree with a maximum of 2 at most of the listed statements. for this particular example. For example. lower bound would be 3 and upper bound would be 3. So exactly 3. The first column lists the count.CHOICES3 USER GUIDE Then right-click on the mouse button and choose Define Count Coding.000 definitely agree with 4 statements exactly. column. The second column lists the weighted figures that agree with each statement. for example Respondents who agree with between 3 and 6 of the lifestyle statements. 7. 1. in ‘000s.609. 21/01/04 42 . the number that agrees with 1 or less.000 definitely agree with at least 6 or more of the listed statements. for example. The following window will appear (after first having selected Preview). 2 or less etc.
in this case Women’s Magazines – Monthly has been chosen.93). Press Tab or Scratch. Enter the name for the simulated publication in the Profile Description i. Columns/Targets. In the example above. Both the Profile and Reach figures may be adjusted by simply overwriting the existing figures. To create a media prototype. it is possible to create a media prototype for a new publication Vogue for Men.e. Vogue for Men (f71. The description given to the prototype will be suffixed with the appropriate factoring required for the modelling i. However. age or social grade. similar to that shown below. Examples of how media prototypes can be beneficial include when a publication’s sample size is too small to be included on a survey. Finally it is necessary to select where to send the prototype. select the existing publication the prototype is to be based upon. reach and frequency etc. when launching a new publication or whilst waiting for a publication to be included on a survey.000. Example: Using the women’s monthly magazine Vogue. gender. select the appropriate Category for the existing publication. included in crosstabs. Vogue for Men.e. The Reach figure has also been adjusted to a more conservative estimate for a new publication. Under Media Vehicle.e. Using the drop down arrow. it is possible to adjust the existing profile of the variables to reflect that of the prototype. it is necessary to select mutually exclusive and exhaustive variables on which to profile the new publication i. This involves modelling an existing publication with a similar profile to the publication you wish to create. The prototype may now be used in the same way as an existing publication i. Options include Rows/Media. the reach has been entered as 250. The 21/01/04 43 . it is possible to create a simulated publication by using the media prototypes function. Select Define Media Prototypes from the context menu.e. The Media Prototypes dialogue box will appear. The base figures show the readership profile for the mutually exclusive variables selected. to point towards a much stronger male readership of the new publication. the profile has been changed from 78% female readership and 22% male readership to 20% and 80% respectively.CHOICES3 USER GUIDE 4) MEDIA PROTOTYPES If you wish to carry out analysis on a publication that is not covered by a survey. These figures cannot be adjusted. Highlight both variables and right click. Select basic demographics from the dictionary and then select all men and all women from the answers and send to columns. In the above example.
21/01/04 44 . Please note that media prototypes will be flagged in the crosstab to indicate that the user has adjusted the data.CHOICES3 USER GUIDE weighted figure shown in the crosstab will represent the reach figure for the prototype.
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). This can be used as a spare area where rows or columns can be temporarily or permanently stored. filter or scratch selecting “copy to…” from the context menu. Copy To… An answer can be highlighted as above and copied to columns/rows. 21/01/04 45 .CHOICES3 USER GUIDE SPECIAL FEATURES Scratch Area Available to the user is a Scratch area. They will not affect the final report.
Then highlight the age groups to be combined from the answer box. Men AND 15-24. 21/01/04 46 . Men AND 35-44 etc. Men AND 25-34.” Click again on the right button of the mouse to display a menu which will enable “Sample Sizes and Weighted Figures” to be selected. and right-clicking on the mouse and selecting “delete.” Combine If several answers are to be combined with one common answer.. select AND. and enter the description as Men AND. 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. again as above. 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. Combine can be used. for example.CHOICES3 USER GUIDE Delete Answers can be deleted by highlighting the answers. Other functions available from the context menu Choices3 allows sample sizes and weighted figures to be checked before an analysis is run. select Combine from the context menu and then select whether to send the answers to the rows/columns/scratch. The user should send Men to the coding box.
To Invert the Selection • Select the answers that are not required. simply click on the Sample button • To sort by the Weighted figure simply click on Weighted. hold down the left button of the mouse and drag to the top. To Select All Answers • Click on the right button of the mouse and click on Select All. 21/01/04 47 . hold down the left button of the mouse and drag down and left. click on the right button of the mouse and select Invert Selection.CHOICES3 USER GUIDE • To sort by Sample size. Or • Go to the bottom of the list. Or • Go to the top right of the list. To Select Some Answers • Click on each answer required while holding down the Ctrl key on the keyboard.
.232. *. and various options which control how the file will be exported and formatted: • • Export type – options are: Comma Separated Values file (*. • Tab Delimited Text file (*.csv. • Options • Insert blank lines between rows – a blank line will be inserted between each row. Exporting Reports The Choices 3 viewer allows the current report to be exported as a spreadsheet file (or CSV (Character Separated Values) file). Transfer current Spec file to new survey – When changing surveys if you select this option then Choices 3 will attempt to transfer the current Spec file definitions to the new survey.0 and 5.0 • Select File/Open from the main menu • List files of type to text files (*. Select a destination drive and directory and enter a filename (*. You can then select a new survey to load. This allows formatting of these cells as % in packages such as Microsoft Excel.. Retrieving the file into your spreadsheet Microsoft Excel V 4. Directly supported by packages such as Microsoft Excel.prn. Rejected definitions are displayed in a popup dialog box.csv) • Change to the directory containing the saved CSV file (usually C:\Choices3\Reports) • Select the desired file and click on OK Lotus 1-2-3 V5 This package does not recognise CSV files.CSV) – cells will be separated using the list separator character specified in your Windows Regional Settings.prn. Export Percentages as Fractions – if this option is selected then all percentage figures will be represented by fractions thus 23. This is usually only the case for surveys from the same family such as 1998 TGI to 1999 TGI.TXT) – cells will be separated using spaces. It is possible to transfer definitions from 1 survey to another only if the 2 surveys share the same keywords. EXPORTING AND DISPLAY Changing Surveys and File Transfer To change surveys select Survey/Change Survey from the main menu.TXT) – cells will be separated using the tab character.2% will be exported as 0. Choices3 will prompt for a filename using the standard Windows “Save As” dialog box. This is usually either a . • Select File/Open from the main menu • Change list files of type to text files (txt.txt. including this option can make the spreadsheet easier to read. So. by choosing File/Export Spreadsheet Values (CSV) file from the main menu. removing it can make the spreadsheet more convenient for analysis. • Space Delimited Text file (*.CSV). if exporting to Lotus follow these steps. *.CHOICES3 USER GUIDE PRINTING.) • Click on the text options button • Select separator and change the separator type to comma • Click on OK to close the text options dialogue 21/01/04 48 . If Choices 3 encounters a definition which contains a keyword that is not found on the new survey then the whole definition is rejected. You can now select which cell elements to include in the file. or a .
Numbers greater than this will be displayed with no decimal places. Page Order You can select how the application choose which page to print next.. How do I change the number of decimal places You can choose how the Choices 3 Viewer displays numbers by selecting Analysis/Decimal Places Criteria from the main menu. Only Black and White – when selected the report will be printed entirely in black and white. If not. How do I change print options in the viewer To change how your report prints. Top and Bottom margins in inches. Print Frame – when selected gives the report a black border. Right. remove this option to print the report in colour. select Display options/Font from the main menu or press Ctrl-F. Save settings to profile If you select this option then your settings will be saved as the default settings when you click OK. Vertical/Horizontal Lines – when selected with print corresponding grid lines. Titles and Gridlines Row/Column Headers – when selected prints the outer edges of the grid. How do I change fonts To change the font used by the viewer for displaying the reports. either choose rows followed by columns or columns followed by rows. select File/Page Setup from the main menu. refer to the documentation for the spreadsheet and follow the procedure for importing a comma delimited file or a text file. You can then choose a different font and either click OK to use this font for the current session only or click on Set as Default to use this font all subsequent sessions. You can then change the following settings: Margins Enter numbers for the Left.CHOICES3 USER GUIDE • Select the desired file and click on OK Other Spreadsheets If your spreadsheet has an option for opening or importing a CSV file. use that. Centre on Page The report can be centred both vertically and horizontally on the page. 21/01/04 49 . In this dialog you can set the following options: • • • • • • Weighted Display 2 Decimal places for values less than Display 1 Decimal place for values less than Percentages Display 2 Decimal places for values less than Display 1 Decimal place for values less than For both weighted numbers and percentages you can separately choose the criteria at which 2 decimal places will be displayed and 1 decimal place will be displayed.
Should you need to change any of these. please call the KMR Software Helpdesk on +44 (0) 20 7831 5455 before altering any of the settings. • • • • • Double click to expand each section Click on the paths to manually change them or click on them and click on “Browse” Double click on other options to change Apply the changes you have made Click on “Save Settings” after making changes Configuration Settings The following are for reference only. Temp File Path Choices3 uses this directory to create temporary files as the crosstab is run. To do this click on the “Edit” menu in the main Choices screen and go to “Options”. or check the network drive that Choices3 is mapped to. Report File Path CSV files are stored in the report file path. recent etc. System Path The system path shows the location of the software. Spec File Path Crosstabs and definitions are saved to the spec file path. favourites. 21/01/04 50 . User Path The user path stores information about previous crosstabs. Cost File Path Cost files are saved to the cost file path.CHOICES3 USER GUIDE The Location Of Your Choices3 Software You may want to check the location of the software. Survey Path The survey path shows the location of the data.
Simply insert the disks as prompted. Changing Languages Choices 3 provides support for surveys that have multiple languages. Please note that any editing of the description will revert to the system heading. If the survey is not available in that language then Choices 3 will default to English. Where this is available it is possible to select which language you want to use and to change from one language to another converting your definition headings. Update Column/Row Headings – When changing languages if you select this option all the headings for the Filter/Columns/Rows/Scratch definitions will be rebuilt using the new language. 21/01/04 51 . • If the new survey is required to be the default survey. Select the language you want to change to and click OK. • Having selected this. To change languages once a survey is opened select Survey/Change Survey Language from the main menu in the Coding Window. a window will appear with a prompt to insert the disk. To get to your regional settings under Windows 95 select Settings/Control Panel from the Start menu and then double click on the regional settings icon. after loading the new data it will be necessary to click on Edit/Options and change the default survey here. Setting a survey as default: The option to set a default survey is done from the “Change Survey” icon and “Survey” menu option in the main Choices screen: • Highlight the survey you wish to set as default and click on “Set Default” Installing Data New data is supplied on CD usually with an associated floppy disk . It is very straightforward to load up the survey. • Select from the Coding window Survey/Install Survey from the toolbar. and the new survey will be loaded. By default when you first open up a survey Choices 3 will try to select the same language for the survey as you have set up in your regional settings in Windows.CHOICES3 USER GUIDE Workgroup Path Vendor Path Definition files which you have saved for everyone to use are saved here. Definition files which we have prepared for you are saved here.
Spain. France. exclude questions asked in this region. If a survey is loaded in Choices 3 with regions activated then you will see the following button above the dictionary browser: This button will change to: if a filter has already been specified. ANY included regions – if selected. Spain. Italy To see all questions that were asked on the questionnaire in Spain: Great Britain France Spain Germany Italy To see all questions that were asked in Spain but not anywhere else: Great Britain France Spain Germany Italy 21/01/04 52 . If you click on this button you can then filter the current view of the dictionary to only include/exclude questions asked in certain regions. which covers: GB.CHOICES3 USER GUIDE This feature allows you to create a Spec File in your native language and then print off the report in a foreign language. Each region in the list can have 1 of 3 states: include questions asked in this region. Germany. Click on the Reset button to clear all settings back to displaying all questions. don’t care. a question will appear if it has been asked in ANY of the included regions. questions asked in this region will only be included if they are also asked in another region which has been included. Germany and Italy. a question will only appear if it has been asked in ALL of the included regions. The regions that have been marked as included can be used in 1 of 2 ways: ALL included regions – if selected. Some examples: Given the list: Great Britain. France. but they will not be specifically excluded. Filtering the dictionary by region Surveys can be set up in Choices 3 with multiple regions such as BMRB’s pan-european TGI Europa survey.
CHOICES3 USER GUIDE To see all questions that were asked in both Spain AND France: Great Britain France Spain Germany Italy + select ALL included regions 21/01/04 53 .
Search & Replace: Search & Replace text in headings Delete: Delete all filters Delete all: Delete ALL columns/targets Delete all: Delete ALL rows/media Return to previous window View the table statistics (toggle on/off) View the coding box (toggle on/off) Help contents: Help table of contents Find a question: Find the first question containing a specified string 21/01/04 54 . columns and rows Leading to.CHOICES3 USER GUIDE SUMMARY OF ICONS New: Start new specification Open: Open a new specification Save: Save the current specification Change survey: Change current survey to an alternative survey View survey information: View information about the currently loaded survey Run the analysis: Run crosstab analysis and show the report Trend Analysis Edit the current table: Edit title. filter.
CHOICES3 USER GUIDE Find the next question: Find the next question containing the previously specified string. Add a filter: Add the selected answers to the filters Add answers to columns/targets: Add the selected answers to the table columns/targets Add answers to rows/media: Add the selected answers to the table rows/media Add answers to scratch: Add the selected answers to the table scratch Code the answers: Copy the selected answers to the coding window AND: Insert logical AND into the coding box OR: Insert logical OR into the coding box XOR: Insert logical XOR into the coding box NOT: Insert logical NOT into the coding box Insert brackets into the coding box Clear both coding box and heading box Cell look-up: Evaluate current coding position Check syntax of coding Keyword lookup: Lookup selected keyword description Heading editor: Edit heading for current definition 21/01/04 55 . This will only work on some older format surveys.
no sort Change axes Change Base Excel chart: Create a graph using Excel Correspondence analysis: Run correspondence analysis Highlighting criteria: Highlight cells based on user-defined criteria Reset attributes: Reset all sorting and highlighting attributes to default 21/01/04 56 .CHOICES3 USER GUIDE In the Output Screen (After running an analysis) Copy: Copy the selection and put it in the clipboard Print: Print current crosstab report Zoom out/in: Zoom out/in making the table font smaller/bigger Sample size: Select to display sample size Weighted: Select to display weighted numbers Vertical %: Select to display vertical % Horizontal%: Select to display horizontal % Total table%: Select to display total table % (base %) Index: Select to display index Sort ascending: Sort columns or rows in ascending order Sort descending: Sort columns or rows in descending order No sort: Display columns or rows in original order .
CHOICES3 USER GUIDE Private Eye Criteria setting Invert Selection Hide selected columns/rows 21/01/04 57 .
CHOICES3 USER GUIDE APPENDICES
Appendix I: HOW TO INTERPRET A CROSSTAB
This example looks at the male-female profile of people who definitely agree with the statement, “I am no good at saving money”. In this particular survey (TGI Oct 98 – Sep 99) there were 25,989 respondents, which projects to 46.5 million. Total All Men All Women Sample: 25989 11618 14371 Total pop : 46475 22631 23844 Vert% : 100.% 100% Horz% : 48.7% 51.3% Index : 100 100 Base% : 48.7 51.3% Lifestyle Def. agree : I am no good at saving money Sample: Sample : pop : Vert% : Horz% : Index : Base% : 2859 5043 10.9% 100% 100 10.9% 1309 2569 11.4% 50.9% 105 5.53% 1550 2474 10.4% 49.1% 96 5.32%
The number of respondents actually interviewed. Out of the 25,989 respondents, 11,618 were male and 14,371 were female. Of the 11,618 male respondents, 1,309 definitely agree with the statement “I am no good at saving money” with a total of 2,859 agreeing with the statement (men and women). The projected number of people in the population in ‘000s. The 1,550 women respondents who definitely agree with the statement “I am no good at saving money” represent 2.5 million women in the population who definitely agree with the statement. This represents the % of the column that fit the row definition. 11.4% of men definitely agree with the statement “I am no good at saving money”. 10.4% of women definitely agree with the statement “I am no good at saving money”. This represents the % of the row that is a member of the column. 50.9% of adults that definitely agree with the statement are men. 49.1% of adults that definitely agree with the statement are women. This shows how the weighted figures in the cell vary from those of the filter. It is calculated by comparing the vertical and horizontal percentages of the individual cell with the vert% and horz% in the Total cell. The average index is 100. Anything over 100 shows a greater correlation between the row and the column, and anything under 100 shows a lesser likelihood. The closer your rows and columns are to the total population, the closer the index will be to 100. In this example, 48.7% of the population are male, whereas 50.9% of adults that definitely agree with the statement “I am no good at saving money” are male. Thus, someone that definitely agrees with the statement is 5% more likely to be male, hence the index of 105. Also, 10.9% of adults definitely agree with the statement, whereas 11.4% of men definitely agree. Again, the difference here is 5%, giving the same index of 105. For each cell, the base% is the percentage of the total population represented by that cell. That is, 10.9% of the population are males that definitely agree with the statement and 5.32% of the population are females that definitely agree with the statement. This is derived by dividing 2569 by 46475 (for men) and 2474 by 46475 (for women).
CHOICES3 USER GUIDE
Appendix II: USING LOGIC
Logical coding in Choices3 is done within the Coding Box (see p21) Logic enables the user to combine one or more answers together. This can be done by using AND, OR, NOT or XOR.
AND is used where the user wants to restrict a definition to a certain group. For example, Men aged 15-24. In this case the user would select; Male AND Aged 15-24
OR is used where the user wants to broaden a definition to include two or more answers. For example, any user of PG Tips, Tetley or Typhoo. In this case the user would select; PG Tips OR Tetley OR Typhoo
NOT is used to exclude a certain group. The user might want to look at females who don’t watch Coronation Street for example; Female NOT Coronation Street
XOR stands for “Exclusive OR” and is used when looking at members of one group or another but not both. For example, adults who eat All Bran or Weetabix, but not both; All Bran XOR Weetabix NB • It is important to be aware of the difference between AND and OR. For example, if looking at both men and women, OR would be used and not AND, since no respondent can be both male and female! • When defining complicated coding, it is important to observe the positioning of brackets in the coding line For example, “Married AND (ABC1 OR C2)” has a different meaning to “Married AND ABC1 OR C2”, which will be understood as “(Married and ABC1) or C2” • Brackets are added automatically when the user clicks on the “Code” button, but in other instances brackets will have to be entered manually.
CHOICES3 USER GUIDE
Example 1 : AND
ABC1 Men • Select Social Grade from the Dictionary and choose ABC1 from the Answers then click on the icon. This will send ABC1 down to the Coding box.
• Then select the
icon which represents AND
• Now select Sex from the Dictionary and choose All Males from the Answers. And again click on the icon. • Finally, go to the Description box and give the statement a description such as “ABC1 Men.” • And then choose to send to either the Filter, Columns or Rows from below the Coding box by selecting either of the following icons .
Example 2 : OR
Aged 18-54 • Select Age from the Dictionary and choose 18-24, 25-34, 35-44, 45-54 from the Answers then click on the icon.
• A drop down menu will appear asking the user which expression is required, but should another situation occur where OR needs to be entered manually the represents OR icon would be chosen which
• Again, go to the Description box and give the statement a description such as “Aged 18-54.” • And choose to send to either the Filter, Columns or Rows from below the Coding box.
Example 3 : XOR
Drinks Coca-Cola (most) or Pepsi-Cola (most) but not both • Select Colas - Most from the Dictionary and choose Coca-Cola (most) from the Answers and again click on the • Then select the icon to send Coca-Cola to the coding box.
icon which represents XOR.
• Now select Pepsi-Cola (most) from the Answers and click on the
• Now select BSkyB Football Live (Specially Choose to Watch) and send to the coding box. columns or rows. 21/01/04 61 . Example 4 : NOT Men that don’t watch BSkyB Football Live • Select Sex from the Dictionary and choose All Men from the Answers and send to the coding box by clicking on the • Then select the icon. • Continue as for previous examples.CHOICES3 USER GUIDE • Give the coding a description and send to filters. icon which represents NOT.
there are some situations when factoring is required.g. for example a survey may have been conducted over a 12 month period and the questionnaire may have changed during that time. How do I apply factors to definitions? You may apply factors to any number of filters. Select Edit/Apply Factor from the menu (or use the hot-key Ctrl+F) Either enter a factor manually (expressed as a percentage . In some ways this is preferable and is less likely to lead to wrong analyses. Why would I want to apply factors to definitions? Normally you would not need to do this. then the percentage figures and index figures will still be correct. columns or rows. Of course if the sampling has been equally distributed within each quarter of the year. Please be aware though that if the survey does not sample equally across all quarters the weighted figures will not be grossed up to population estimates. 21/01/04 62 . To apply a factor to a number of columns/rows change to the Editor Window and follow these steps: • • • • Select the column(s)/row(s). If you wanted to analyse such a question on the full 12 month survey base then you would need to double the weighted numbers for that definition. to halve the numbers.CHOICES3 USER GUIDE Appendix III: APPLYING FACTORS There may be occasion when questions are not asked of the entire fieldwork period of a survey.see below) or select one of the pre-defined options. However. This is equivalent to applying a factor of 200%.g. It is much more common to want to factor definitions up rather than down. to double the numbers or by factoring down e. If a question was added after 6 months into the fieldwork (and the sample has been controlled on at least a 6 monthly basis) then half of the respondents in the survey were eligible for that question. instead of applying a factor you could restrict the filter of the table to only that survey period for which the question was asked. Factoring up a definition involves changing the weighted number that will be displayed either by factoring up e. Alternatively. Click OK. In these cases it is necessary to apply a factor. The most common situation is when a question has only been on the survey for part of the survey period.
simply apply a factor of 100%. What factor should I apply? Factors are represented as percentages. To do this you need to use the coding box. thus a factor of 100% will NOT alter the numbers. Are unweighted numbers factored? No. then the factoring becomes more challenging. instead the cell will only be factored up by 21/01/04 63 .e. men & women) and you only want to upweight one of these then you need to code as follows: (1 * men ) + ( 2 * women ) As you can see you need to use plus and times as opposed to the usual coding ands and ors. The intersection of these two will ALWAYS have the largest factor applied. If the variables are not mutually exclusive ( e.CHOICES3 USER GUIDE All of the selected column(s)/row(s) will now indicate that factoring has been applied and what the factor is.no new respondents are generated by this process. shop at Asda & shop at Safeway ) then you need to ensure there is no double counting as follows: ( 1 * Asda ) + ( 2 * ( Safeway and not Asda ) ) How do I remove a factor? Easy.g. The label will only appear if a factor of anything other than 100% has been applied. the unweighted (or sample size) numbers will not be changed by factoring . tabulated against a row which has been on for only one of these quarters then you would have a factor of 200% against the column and a factor of 400% against the row. You are allowed to enter factors up to a maximum of 999%. It is not possible to switch off this label since any massaging of data should be clearly visible to the reader of a report from Choices 3. 400% in this case.g. A factor of 50% will halve the numbers and a factor of 200% will double the numbers. If. the two only overlap for the second quarter so the intersection (cell) should really be factored up by 400%. You can also apply a factor to an expression in the coding box on the main coding window. What can go wrong? Remember that factoring simply changes the weighted numbers. and some which have only been on for part. some which have been on for a full year. If the 2 variables you are coding are mutually exclusive (e. i. Thus if you have a column which has been on the survey for two quarters. This does not work if the overlap is incomplete! For example if you had a column that had been on the survey for the first 2 quarters and a row that had been on for the middle 2 quarters. because the row overlaps with the column entirely. however. The factor can be applied to the coded up variables as a whole. In this case this works fine. you want to OR variables then you need to manually upweight the relevant part of the coding. it does NOT change the number of respondents. If you want to AND variables then this is not a problem. Combining variables full/part year? If you want to combine variables.
CHOICES3 USER GUIDE 200%. It is not possible for Choices 3 to know if this situation occurs and so it is not possible to control for it. 21/01/04 64 . that is why it is usually much better to restrict the filter of the table to the period for which ALL columns and rows are available. You the user must ensure that the data are analysed correctly.
but only 29.97% 63.0% 100 6355 12814 100% 86. 86. 67.Most: Coca-Cola 6355 12814 100% 27.96% 211 1617 3085 100% 51. Brand Loyalty Between Coca-Cola and Pepsi Drinkers TGI APR 00 – MAR 01 Filter: Total Sample Sample: 25493 (000): 46685 Total Sample : pop : Vert% : Horz% : Index : Coca-Cola (All users) Sample : pop: Vert% : Horz% : Index : Sample : pop: Vert% : Horz% : Index : 25493 46685 Colas .77% 100% 100 3018 6046 12.CHOICES3 USER GUIDE Appendix IV: LOYALTY ANALYSIS This example explains how to understand the level of loyalty between users of a brand.41% drink Coca-Cola as their most often brand of cola.03% 772 7346 14830 31.41% 315 1847 3841 29. only 51.0% drink Pepsi-Cola as their main brand. a Pepsi-Cola drinker is more than 7 times likely to drink Pepsi-Cola as their main brand (index 772). Amongst Pepsi-Cola drinkers.95% 100% 100 Pepsi-Cola (All users) Amongst Coca-Cola drinkers.61% 100 1062 2071 67. However. 21/01/04 65 .11% of Pepsi-Cola most often drinkers ever drink Coca-Cola.Most: Pepsi-Cola 1617 3085 100% 6. compared to the Coca-Cola drinker who is only 3 times as likely to have Coca-Cola as their main brand (index 315).11% 13.52% 231 Colas .97% of Coca-Cola most often drinkers ever drink Pepsi-Cola.
69 Filtering the dictionary by region. 59. 30 Change fonts. 34 Brand Loyalty. 21 Context Menu. 61. 42 O OR. 13. 29. 54 Count Commands. 32 Crosstab. 51 Change print options. 4 Choices 3 Crosstab Viewer. 54 Invert the selection. 33 P Page Setup. 24 I Index. 30 R 21/01/04 66 . 62 Bases. 28 Choosing Axes. 57 Dictionary Browser. 17 AND. 51 Private Eye. 58. Base. 63. 69 C Cell Elements.CHOICES3 USER GUIDE A Advanced Alpha Search. 34 Changing Languages. 43. 30. 50 Choices 3. 59 Horizontal %. 16 Alpha Search. 29. 54 Logic. 31. 13 H Hardware Requirements. 61. 67 Filter. 51 B Base %. 32 E Editing. 29. 69 M media prototypes. 50 Cut Copy Paste Definitions. 59 Highlighting Cells using Criteria. 46 Media prototypes. 43 Creating and Editing Spec Files. 55 Filters. 64 Coding Box. 6 CSV Output. 48. 8. 12. 12. 21 F Factors. 49. 13 Criteria. 28 Choices Crosstab Viewer. Target. 30 Move To…. 31 Axes. 22 Ranking. 66 Applying Private-Eye Criteria. 45. 64 Applying Factors. 13 Documents. 33 Excel. 21 Column. 64. 64 D Decimal Places. 33 Coding. 15 NOT. 54 Changing Surveys. 51 Changing Bases. 66. 22. 63. 12. 69 Browser. 21. 14 Copy. 29 Cell Highlighting. 61. 14. 7. 50 Exporting Reports. 8 Columns. 20 Combine. 25 Copy To…. 45 Media Rank. 51 Definition File. 58. 47 Cost File Path. 25 Print Options. 60 L Languages. 69 Installing new data. 4 Heading Editor. 34 Fonts. 15. 58. 42. 48 Complex Expressions. 63. 24. 47 N Net Questions. 51 Paste. 20. 18 AIR. 48. 51 Change the number of decimal places. 65 N-tiles. 63 Loyalty. 14. 26 Delete. 22 Highlight Data. 30 Highlighting Data. 24. 50 Expressions. 31.
29 What does Choices 3 do?. 4 Survey Language. 33 Retrieving a Definition File. 9 Rows.CHOICES3 USER GUIDE Recycle Area. 30 Spec File Path. 29 Support. 50 Synonyms. 53 S Sample Size. 48 Saving Report Documents. 28 X XOR. 29 User Path. 26 Row. 54 Survey Path. 20 Technical Support. Media. 55. 23 Select All. 54 Report Navigator. 27 U Understanding the Numbers. 58. 27 Scratch Area. 27 Saving your work. 27 Spreadsheet Output. 59 Regions. 53 Surveys. 47 Search and Replace. 29. 4 T Table Statistics. 69 W Weighted. 33 Reports. 50 StatTips. 29. 4 What does the Choices Crosstab Viewer do?. 33 Saving Synonyms. 63. 50. 47 Reference to Excel. 4 Temp File Path. 61. 49 Sorting a Crosstab Report. 64 21/01/04 67 . 20 System Path. 56 Report File Path. 53 System Requirements. 53 V Vertical %. 48. 54 Spec Files.
CHOICES3 USER GUIDE 21/01/04 68 .
CHOICES3 USER GUIDE 21/01/04 69 .
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