MarketSight Tutorial

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This tutorial provides a basic overview of some of the core functionality of MarketSight. Please refer to Data Analysis Software Tutorials for additional background and links to other tutorials.

Importing the data into the software

  1. Download the example SPSS data file and questionnaire (e.g., to your downloads folder or to your desktop).
  2. Login to MarketSight (first obtain a trial account if you do not already have one).
  3. Click on Common Activities > Upload a Dataset
  4. Right-click on the Data folder and select Add Dataset.
  5. Press Choose File.
  6. Select the file that you saved in the first step and press Open.
  7. Press OK.

Creating a Summary Report

  1. Press View Existing Crosstabs
  2. Click on Summary Report.

An examination of the MarketSight summary report initially seems to suggest a problem with some of the metadata. In particular, looking at the section of the summary report shown below we can see that after results for Top of mind awareness it shows a table which is merely labelled as AAPT. Tthe questionnaire reveals that AAPT is just the first brand in a Multiple Response question called Unaided awareness. The way that MarketSight works is that multiple response questions are shown twice; first Market Sight shows a summary table of each of the variables in the multiple response questions and then, at the very end of the report, it lists all the multiple response questions.

MarketSightMR.PNG

Summary tables of grid questions

MarketSight is not able to produce summary tables of the various types of standard Grid questions. Instead, a separate summary table is created for each variable.

Creating a crosstab

In this example we will create a crosstab of Unaided awareness by age:

  1. Press Crosstabs (on the left of the screen).
  2. Press New.
  3. In the Name field type Unaided awareness by age.
  4. Press the Design tab.
  5. Click on the + next to Uncategorized Variables.
  6. Drag Age to the right, which will specify that we are to have the columns show age. Note that we can drag multiple variables across to create a big table.
  7. Press the Rows tab.
  8. Drag Unaided awareness to the right (it is located near the bottom of the list).
  9. Press OK & Run.
  10. Press OK.

You should now have the crosstab shown below. More detail on the interpretation of this crosstab is provided at Reading a MarketSight Crosstab.

MarketSightCrosstab.PNG

Filtering the data

To filter the table to only show the data of males in full-time work:

  1. Follow the steps above to create a crosstab (or, if the crosstab has already been created, select it and press Edit).
  2. On the Design tab select the Filters tab.
  3. Drag Work status across to the box on the right.
  4. Scroll down in the box on the left until you find Gender and drag it acorss to the box on the right.
  5. Select the options for Male and Fulltime worker.
  6. Press OK & Run.
  7. Press OK.

Creating NETs

NETs, such as top two box scores, are created in MarketSight as a part of the process of creating a crosstab. For example, to produce a of the proportion of people that said they Strongly agree or Agree a little with the statement Technology is fascinating we:

  1. Press Crosstabs (on the left of the screen).
  2. Press New.
  3. In the Name field type Technology is fascinating.
  4. Press the Design tab.
  5. Press the Rows tab.
  6. Click on the + next to Uncategorized Variables.
  7. Drag Technology fascinating to the right (it is near the bottom of the list).
  8. Press calculations (to the right of Technology fascinating).
  9. Check the option labelled Bottom and enter the label as NET AGREE.
  10. Press OK.
  11. Press OK & Run.
  12. Press OK.

You should now have the following table:

MarketSightTop2.PNG

Rebasing tables

Re-basing involves recomputing the percentages on the table with some categories removed. In the above example the total sample size is 498 which includes two people that said DON'T KNOW. A more useful calculation of NET AGREE would remove these two respondents. This is done in MarketSight by:

  1. Follow the steps above to create a crosstab (or, if the crosstab has already been created, select it and press Edit).
  2. When a variable is selected press the + button next to it to expand the categories.
  3. Deselect the categories that you wish to exclude from the calculations (pressing OK if asked a question).
  4. Select Omit unchecked values.
  5. Press OK & Run.
  6. Press OK.

You should now have the following table:

MarketSightTop2Rebased.PNG

Charts

A crosstab can be shown as a basic chart by clicking on an MarketSightChartIcon.PNG. For example:

MarketSightChart.PNG

Simple predictive model

MarketSight does not provide tools for creating predictive models (other than by crosstabs).

Creating market segments

MarketSight does not provide tools for creating market segments (other than by crosstabs and Creating New Variables).

Reporting and sharing results

Excel

Any crosstab or summary report is exported as follows:

  1. Click on Crosstabs
  2. Click on the crosstab that you wish to export.
  3. Click on Export and select the desired version of Excel.
  4. Download by clicking on Download (on the left of the screen).

The resulting output essentially looks identical to those shown above.

PowerPoint

Charts can be exported to PowerPoint by viewing the chart and pressing Export and then dlownloading (from the left of the screen). The resulting chart can be edited within PowerPoint.

Online Reporting

  1. Click on Dashboards (on the left).
  2. Press New.
  3. Drag any saved charts and crosstabs across to the right of the screen. You can show a maximum of four.
  4. Enter a name in the Name field.
  5. Press Save.
  6. Press Share and check Public to get a link that can then be shared with people (alternatively, you can use permissions to restrict access to other specified users of MarketSight).

MarketSightDashboard.PNG

See also

Data Analysis Software Tutorials