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MKT 603 Strategic Brand Management Assignments: Products Search #1 Demographics

Contains product and retail assignment examples

Search #1 Demographics

Product Examples

Task: Find demographic characteristics of users of the Carbonated (Non-cola) brands:  7-UP, A&W, CANADA DRY, DR PEPPER, MOUNTAIN DEW

  • Identify the consumers (gender, age, income, etc ) who use the product. These demographics will go into the rows.
  • The brands will show up in the columns.
  • View the survey to see what consumers use your products.

Note:  Assignments #1-5 focus on product information and begin with the P1 - Demographics_Product DO NOT EDIT file. Assignment examples related to retail stores and other services are provided in the "Retail Search #1 Demographics" tab of this guide.

Setup for the assignment:

1.     Click the CLEAR button at the top of the screen to clear all data from the ROWS and COLUMNS boxes.

2.     Click on the OPEN tab and select the P1 - Demographics_Product DO NOT EDIT file. 

3.     Click LOAD to open the file.  Data will automatically populate the COLUMNS and ROWS. 

4.     Adjust data for the COLUMNS.  Click the blue 'X' at the top of the COLUMNS box to erase all the previous brand data.

5.     Check the box at the top for "Use Question Text along with Answer Text". This helps identify the descriptions of the questions when downloading later. 


To do your assignment:

1.     Do not adjust ROWS.  Retain all given data about gender, age, marital, employment and household income.

2.     In the DICTIONARY BOX (under Search button), scroll down to BEVERAGES - NON-ALCOHOLIC DRINKS.  Click the arrow to expand the category.

3.     Click on the arrow for OTHER REG CARB (NON-COLA) DRINKS and expand the category.

4.     Click on OTHER REG CARB DRINKS – BRAND SUMMARY. The drink brand list will open in the window to the right.

5.     Hold CTRL key and select the required drink brands: 7-UP, A&W, CANADA DRY, DR PEPPER, and MOUNTAIN DEW. Drag data to the COLUMNS box.

6.     Click on RUN CROSSTAB to get the results.

7.     Click on the EXPORT to save your data.

8.     Click on EDIT to return to the previous page. If you click on the BACK BUTTON you will be logged out.

9.     For help in interpreting the results, see the Simmons OneView Kresge Guide.

Understanding the data



  • Sample: There were a total of 23,793 people surveyed.
  • Weighted (000): This is the projected number of people in the population in thousands that this sample represents (approximately $238 million people).  
  • Vertical %: Of those surveyed, 48.3% were male, 51.7% female and 7.41% between ages 25-29. This is based on the Weighted population.
  • Vertical %: Of the people in the survey that said they drink Mountain Dew, 59.6% were male and 40.4% were female showing that Mountain Dew attracts more males. The female vertical is highest for Canada Dry (57.1%), showing a female skew. Mountain Dew also attracts relatively more younger people (see vertical %s for 18-24, 25-29 and 30-34).
  • Horizontal %: Of the people in the survey who are female and drink non-colas, 15.8% said they drank 7-up and 11.3 % say they drank Mountain Dew, etc.
  • Index: This shows if the value is greater or less than the population average. The base value is 100. In this case, 18-24 year olds are 90% more likely to drink Mountain Dew (190-100) versus the general population. They are 14% less likely to drink Canada Dry (86-100).


Additional Resources

Simmons OneView Kresge Guide

For help in interpreting your results, see the "Understanding Your Results" tab.