Introduction to TNT+/Coding
Contents
1. Copyright 2015 By Telmar Group Inc All rights reserved Loaded Options Audience tp E Hy Decimal Stability Def Places Flags Data Options Loaded has a total readership of 1 090 000 Resps 474 Adults who were interviewed for the survey claimed readership of Loaded Row The percentage of All Adults claiming readership of Loaded Therefore of All Adults in Great Britain 2 3 of them read Loaded i e Read Across then Up Calculation Total Readership for Loaded Total Population of All Adults x 100 1 090 48 186x 100 2 3 Loaded Audience There are 801 000 15 34 year old Loaded readers in Great Britain Resps 239 Adults Aged 15 34 who were interviewed for the survey claimed readership of Loaded Col 73 5 of Loaded readers are Aged 15 34 Calculation Loaded 15 34 Yr Old Readership Loaded Adult Readership x 100 801 1090 x 100 73 5 Row 5 3 of 15 34 year olds read Loaded Calculation Loaded 15 34 Yr Old Readership 15 34 Yr Old Population x 100 801 15 161 x 100 5 3 Index Based on All Adults 100 Above 100 More likely Below 100 Less Likely Therefore Loaded readers are 133 7 more likely than the average Adult to be Aged 15 34 telmar the FUTURE of Media Planning2. 24 This would mean Men AND Age 15 24 Therefore to code Men who are 15 24 you will need to use AND as follows From the electronic codebook double click on the Demographics Basic section then double click on Demographics section then double click on Men then click on AND then double click on Age 15 24 Then highlight the coding and click on which will bracket the selected coding The coding appears as MM AND A1524 An alternative method of doing this would be to use ALL see below An Example Of Using ALL ALL means ALL of a set of selected codes this would be same as selecting each one individually with AND between each code However if you are selecting several codes to combine using AND the advantage of using ALL instead of AND is that it will put AND between the codes at the same time as well as putting brackets around the whole set of coding Social Grade C This would mean Men AND Age 15 24 AND Social Grade C1 Therefore to code people who are Men and 15 24 and Social Grade C1 you will use ALL to put AND between the codes and put the whole code in brackets as follows From the electronic codebook double click on the Demographics Basic section then double click on Demographics section to open the listing fully then click on Men then press the Control key and click on Age 15 24 then still pressing the Control key click on Social Grade C1 then click on ALL The coding appears as MM A
3. An alternative method would be to use ANY see below An Example Of Using ANY ANY means ANY of a set of selected codes this would be same as selecting each one individually with OR between each code However the advantage of using ANY instead of OR is that it will put OR between the codes at the same time as well as putting brackets around the complete set of coding Age 15 74 Age 25 34 Age 35 44 Age 45 54 This would mean people Age 15 24 OR 25 34 OR 35 44 OR 45 54 Therefore to code people who are 15 54 you will use ANY to put OR between the age band codes and it will automatically put the whole code in brackets as follows From the electronic codebook double click on the Demographics Basic section then double click on Demographics section to open the listing fully then click and drag over Age 15 24 Age 25 34 Age 35 44 and Age 45 54 and they will all be highlighted then click on ANY For further assistance the Helpdesk on 020 7467 2575 Copyright 2015 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 7 The coding appears as A1524 OR A2534 OR A3544 OR A4554 An Example Of Using AND AND means people who are one code AND another code i e both codes As already mentioned AND cannot be used between demographic codes of the same type i e age bands but AND can be used between different types of demographics i e sex and age bands 15
4. could find how many people are loyal users of a brand by finding out how many people only use one brand in your columns and then put the brands themselves in the rows to see which brands have the greatest brand loyalty TO CODE UP SOLUS READERSHIP OF PUBLICATIONS You can use the SOLUS button to quickly code Solus readers of publications The SOLUS button is found in the More drop down menu in the top grey toolbar For further assistance the Helpdesk on 020 7467 2575 t Copyright 2015 By Telmar Group Inc All rights reserved e mar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 10 For example let s find out how many people that read a Sunday Newspaper are Solus readers and code this against the Sunday Newspapers themselves Put All Adults found in Demographics Basic in your Table Base In your Columns double click on the Publications A I R Grouped by Frequency National Sundays Click and drag over all the Sunday newspapers that you want TNT to include then click on the SOLUS button This will create a SUM code with signs between each newspaper code brackets around the codes and 1 on the end as follows DEX DML DRC DST DTL STD FTI GUA IND DMR RAC SUN TMS 1 Click and drag over the same Sunday Newspapers used above next use the green arrow to put them in your Rows Your Crosstab will look like this For further assistance the Helpdesk on 020 7467 2575 t Cop
5. find the geographic regions under Demographics Basic click and highlight the different regions click the Green Arrow Click Crosstab to see your report it shows you exactly how many men of each age group live in each of the different regions For further assistance the Helpdesk on 020 7467 2575 t Copyright 2015 By Telmar Group Inc All rights reserved e mar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 5 COMBINING CODES WITH AND OR ANY ALL NOT SUM The previous example was created using straightforward table columns and rows with simple demographic groups separating each one out However sometimes you may wish to define more sophisticated target markets and or users of several brands and you can do this by combining coding together using one of four different operators These are OR ANY AND ALL NOT SUM OR means people who are one code OR another code either but not both ANY means ANY of a set of selected codes this would be same as selecting each one individually with OR between each code AND means people who are one code AND another code both ALL means ALL of a set of selected codes this would be same as selecting each one individually with AND between each code NOT is used to exclude a group of people SUM is used to count the number of brands titles that people use read Importance Of Brackets And An Example Of Manual Brackets Brackets must be used when combining
6. will need to use OR AND with brackets around the first segment as follows From the electronic codebook double click on the Publications A I R Grouped by Frequency folder then double click on National Dailies section then double click on The Sun then click on OR then double click on The Star then click on the button which will put brackets around the whole code so far Then click on AND then click on NOT then double click on Daily Mirror The coding appears as SUN OR DST AND NOT DMR An Example Of Using SUM You can use the SUM function to ask TNT to find out count the number of brands titles that people use read Let s find out how many people read more than 2 Sunday newspapers From the electronic codebook double click on the Publications A I R Grouped By Frequency folder then double click on National Sundays sub folder Click and drag over all the Sunday newspapers that you want TNT to count then click on the SUM button which will put signs between each newspaper code and brackets around the end as follows DSS IOS MOS NOW OBS SEX SMR SPL STL STI Now click on the gt button and type 2 in the Value field then click on OK This appears as follows DSS IOS MOS NOW OBS SEX SMR SPL STL STI gt 2 TNT will count up how many newspaper titles each respondent reads and will tell you how many respondents get a score of 2 or more Other ideas for this feature you
7. 3 Months Change Job 401 06 Life Events Experienced In Last1i2 035 10 1 1 33 Months Move Out a aa Home EE Life Events 035 10 2 1 33 Experienced In Last 12 Months Move In With oe oe ie vents Experienced In 035 10 3 1 33 Last 12 Months Get oe 401 08 ie Events Experienced In Last12 035 10 4 1 33 Months Purchase K House 01 06 Life Events Experienced In Last 035 10 5 1 33 12 Months Make Major ae Improvements ee Life Events 035 10 7 1 33 Experienced In Last 12 Months 10 Birth Of First Child aba Life Sere Experienced In 035 10 8 1 33 Last 12 Months 1 3 11 Birth Of Second Or Subsequent pe ears Life Events 035 10 9 1 33 Experienced In Last 12 Months 12 Child Goes To University 0106 TA Events Experienced 035 11 Y 1 33 In Last 12 Months 1 3 13 Child Gets Married 404 08 Life Events Experienced In 035 11 1 33 Last 12 Months 1 3 14 Birth of Grandchild eer Life Events Experienced In 035 11 0 1 33 Last 12 Months 1 33 15 Divorce 07 06 Life Events Experienced In Last 12 035 11 2 1 33 1 2 3 4 5 6 7 fa 9 For further assistance the Helpdesk on 020 7467 2575 Copyright 2015 By Telmar Group Inc All rights reserved teimar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 12 Weight Through The Base However there are circumstances when you need to c
8. INTRODUCTION TO CODING User Manual Page 1 INTRODUCTION TO CODING User Manual TNT V5 2015 Figures and Codes based on GB TGI 2007 Q1 Oct Sept 2006 For further assistance the Helpdesk on 020 7467 2575 Copyright 2015 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 2 Contents INFORMATION ABOUT SURVEY CODING ccccccccccccccccccceccececcecees 3 USING SIMPLE CODING IN TNT 0 0 00 0 ccc ccc ccc cece cece ccccecececececececeeees 4 COMBINING CODES WITH AND OR ANY ALL NOT SUM 20ccceccccccccece 5 Importance Of Brackets And An Example Of Manual Brackets 5 An Example OF Using OR o 6o50ccsccacedesetaeseoandenednenseseseeeseeseseedeuensesasasseaste 6 An Example Of Using ANY c2cccssccacecsenseseccsecesssessessuassssensssenssensasasesoseses 6 An Example Of Using AND 00 c cece cece cence cece cece cece nen e nen eeeeeeeeeenens 7 An example OF Using ALG cc cecenpnecececcnaneraraeeererererantetetesetorotereepeeteererarees 7 Usno TeSt nn re 8 Golden Rules When Combining Codes 0 0 c cece cece cece cece nen e ncn c eee eeeeeenens 8 An Example Of Using NOT 0 c cece ccc cnn cnn cece e eee e ence cece ee eeeeeeteenees 8 An Example Of Using SUM 00 e cece cece cece nen eneeeeeeeeeenens 9 TO CODE UP SOLUS READERSHIP OF PUBLICATIONS 0cccccccccccceces 9 TO UPWEIGHT DA
9. ND A1524 AND C1 For further assistance the Helpdesk on 020 7467 2575 t Copyright 2015 By Telmar Group Inc All rights reserved e mar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 8 Using Test All Once you have created a combination of coding in the electronic codebook it is a good idea to see how big the sample size would be for that coding The Test All button allows you to view the sample and audience sizes for the coding you have just completed Let s take the example from above readers of The Sun or The Star but not the Daily Mirror In the coding screen click on the Test All button and scroll across until you see a column for Respondents and a columns for Population figures The Respondents figure shows how that there were 3 546 respondents to the survey who read The Sun or The Star but not the Daily Mirror which would give a Population Audience in 000s figure of 7 395 000 Golden Rules When Combining Codes We have covered the different coding operators AND OR ANY and ALL and how they are used However there are two coding rules you need to follow when combining codes Mutually exclusive codes cannot be combined with AND only OR For example if you want to code 45 64 year olds you may enter 45 54 AND 55 64 however after clicking Test All you get zeros This is because you are asking the computer to code people who are both age groups Instead you need to code 45 54 OR 55 64 Afte
10. TED ITEMS IN CODING ccc cece cece cece ccccecececcecs 11 Upweight Individual Items srcnseasiasssensnicsaiien i ameeninamntaniantententeniontenieusuinsontestosientenienienies 11 Weight Through The Base ccc ccc cece cece cece cence ence ee ee ee eeceeenenenee 12 How To Read TNT Rums 0 ccc ccc cece cece cece cence cece teen ee eneneneneeeees 13 Speier Hell ty Sle e bes ee telmar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 3 INFORMATION ABOUT SURVEY CODING Each item of data that is included in a survey is given its own unique code for use in analysis programs All coding consists of three parts Card Column and Punch On large surveys most of the coding will have been done for you by Telmar but you can code items manually if you wish Telmar often use mnemonics too to make this easier Card this is 1 or 2 digits Column this must always be 2 digits so column 1 would become 01 Punch one final digit refers to the question this could be a number or a letter which is used when there are more than 10 questions in a column TELEVISION SET S How many television sets do you have in your household in working order Therefore the code for a person with two television sets in their household in working order would be 032 40 0 Card 032 Column 40 and Punch 0 Mnemonics are letter codes that Telmar create for frequently used coding in large surveys such as publica
11. ar s worth of data despite all the codes in the columns being flagged For further assistance the Helpdesk on 020 7467 2575 t Copyright 2015 By Telmar Group Inc All rights reserved e mar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 13 How To Read TNT Runs Format iLayout Separated Rank Report view Show Crosstab Coding Select Survey Audience 000 esos Col ROW index Audience O00 Mesos SC or PROW index 4Audience O00 esos Car ROW index Audience mgg Besos eco bet to index Totals Audience Total Population of Adults Aged 15 in Great Britain 48 186 000 Resps 24 496 Adults Aged 15 were interviewed for the survey Advanced Coding Trending Snapshots a A H Data Items Select Swap Cols Table amp Rows Report Options otal Combined Fank Totals Audience Total population of Adults Aged 15 34 in Great Britain 15 161 000 Resps 5 138 Adults Aged 15 34 were interviewed for the survey Col The percentage of All Adults Aged 15 34 in Great Britain Therefore of All Adults 31 5 are Aged 15 34 i e Read Up then Across Calculation Population of 15 34 Yr Olds Population of Adults x 100 15 161 000 48 186x 100 31 5 Index Calculation Loaded 15 34 Yr Old Col Total 15 34 Yr Old Col x 100 73 5 315 x 100 233 7 For further assistance the Helpdesk on 020 7467 2575
12. ding the Women and West Midlands in the grid For further assistance the Helpdesk on 020 7467 2575 Copyright 2015 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 6 then click on the button to put brackets around it The coding appears as MM AND SC OR WW AND WM An Example Of Using OR OR means people who are one code OR another code for example one brand OR another When you are using demographics you need to be aware that people can only fall into one category of a demographic type code for example age bands and not several in other words they are mutually exclusive Therefore to combine several age bands together you would use OR between the age bands You will also need to put brackets around the age band coding sequence Age 15 74 Age 25 34 Age 15 74 Age Ao 3g This would mean 15 24 OR 25 34 This would mean 15 24 AND 25 34 and no one can be two age bands Therefore to code people who are 15 34 i e two age bands you will need to use OR between the age band codes as follows From the electronic codebook double click on the Demographics Basic section then double click on Demographics section to open the listing fully then double click on Age 15 24 then click on OR then double click on Age 25 34 Then highlight the coding and click on which will bracket the selected coding The coding appears as A1524 OR A2534
13. g a single item that has been flagged and you are not combining it with any other codes it is possible to upweight individual items With this method it is important to avoid having flagged items in both your Columns and Rows For example we want to code Men and Women against Life Events Experienced In The Last 12 Months 01 06 The flagging next to Life Events shows that it has only been on the survey since January 2006 When we check the Information on Flagging and Weighting section it tells us that items flagged 01 06 have been on for 3 quarters and so needs to be multiplied by 1 33 This is how you would do it Double click on All Adults in Demographics Basic to put it in your Base Highlight Men and Women and use the Green Arrow to put them in your Columns Filter on Life Events and highlight the topline heading Life Events Experienced In The Last 12 Months and use the Green Arrow again to put all the life events in the Rows Next click on the button in the top grey toolbar then click Number and enter 1 33 in the Value field Lastly click on in the middle grey column to put brackets around the coding This will show as follows 7sbie 2 columns 16 Rows Title Code Finish m TOLOS Life Events Experienced In Last 12 035 10 Y 1 33 Months Start Univ versity 01 06 Life Events Experienced In Last 035 10 1 33 12 Months Start Fi iy Job cane Life Events Experienced In Last 12 035 10 0 1 3
14. ombine flagged items in your coding and or have flagged codes in both your Columns and Rows In these situations you weight through the base that is by placing the weighted factor in you Base Table it is filtered throughout the coding in your Columns and Rows and you don t need to do any individual coding Weighting through the Base coding is found under Demographics Analysis Quarter Fieldwork Periods Analysis Quarter Weighted You always use the latest fieldwork period flagged in your coding Demographics Analysis Quarter Fieldwork Periods i Analysis Quarter Unweighted Jan Sep gtd 01 06 Apr Sep wWgtd 04 06 Jul Sep Wgtd 07 06 For example we want to find out which age group is drinking new brands of lager Click on the Columns tab Filter on Bottled Lager then open up the section and double click on Brands All Users We can tell which are the newest brands because they have flags beside them Hold down Control and select all the flagged items and click ANY The latest fieldwork period used is 07 06 as Brahma is the newest lager to be added to the list therefore we need to put this in our Base Click on the Table Base tab double click on Jul Sep Wgtd 07 06 in Analysis Quarter Fieldwork Periods In the Rows use the green arrow to enter all the age breaks 1 Table i Column 16 Rows I Table Title 1 Jul Sep Wotd 07 06 Now everything in your CrossTab will be representative of a full ye
15. r clicking Test All you will get Resps 9009 and Population 16566 When combining codes using both AND and OR use brackets For example if you want to code 45 64 year olds who are Married you may enter Married AND 45 54 OR 55 64 However you are asking the computer to code Married 45 54 year olds AND all 55 64 year olds You need to bracket off the OR codes this can be done manually or using the ANY button as explained above To code this correctly you need to code Married AND 45 54 OR 55 64 After clicking on Test All you will get Resps 6583 and Population 10806 An Example Of Using NOT NOT is used to exclude a group of people from the end result Say you want people who buy one brand OR another AND they do NOT buy another separate brand Take the example shown in the diagram below These people read The Sun OR The Star AND NOT the Daily Mirror The coding for the people who read The Sun OR The Star will need to have brackets round it so that this is calculated first before creating the AND NOT part of the coding to exclude from the figure of the calculation of The Sun OR The Star For further assistance the Helpdesk on 020 7467 2575 Copyright 2015 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 9 Daily Mirror The Sun OR The Star AND NOT Daily Mirror Therefore to code people who read The Sun or The Star but not the Daily Mirror you
16. several sets of codes of a similar type together in order to keep the coding within the brackets together The brackets tell TNT to calculate the coding between the brackets as a single calculation before doing any other calculations This is particularly important where you are combining coding using AND OR If you use ANY or ALL the brackets are automatically put around the selected coding for you see below Take the following example Men AND Scotland are a completely different set of people to the Women AND Midlands so you will need OR between the two groups to separate them But you will need to tell TNT to calculate the Men AND Scotland first so this needs to be bracketed then you would insert the OR and then you will need to put brackets around the Women AND Midlands so that this is calculated afterwards Men AND Scotland OR Women AND Midlands Therefore to code people who are Men and Scotland or Women and West Midlands you will use AND OR AND with brackets around each segment as follows From the electronic codebook double click on the Demographics Basic section then double click on Demographics section to open the listing fully then double click on Men then click on AND then double click on Scotland then click on which will put brackets around the code so far Then click on OR then double click on Women then click on AND then double click on West Midlands Click and drag to highlight the last part of the co
17. tions or demographics so when you are coding and see letters instead of numbers don t worry it is just Telmar trying to make it easier to use An example of this would be the newspaper The Sun the mnemonic for this is SUN For further assistance the Helpdesk on 020 7467 2575 Copyright 2015 By Telmar Group Inc All rights reserved telmar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 4 USING SIMPLE CODING IN TNT TNT is a program that analyses one set of variables against any other set of variables It is often used to identify target markets for advertising campaigns or to investigate a publication s profile A TNT run is made up of three sets of variables which are the Tables Columns and Rows which are then cross tabulated To simplify this we will go through an example of what you might put in your Tables Columns and Rows Let s say you wanted to find out how many men of different age bands live in certain counties you would code this up as follows a In the Coding screen click on Tables in the electronic codebook then double click on the Demographics Basic section then double click on Demographics section to open the listing fully next double click on All Men Next click on Columns again in the Demographics Basic section find the age bands then click and highlight the different age bands click on the Green Arrow to separate the codes Finally click on Rows you will
18. yright 2015 By Telmar Group Inc All rights reserved e mar the FUTURE of Media Planning INTRODUCTION TO CODING User Manual Page 11 TO UPWEIGHT DATED ITEMS IN CODING With surveys that are quarterly or bi annual research companies often add new codes to the survey They normally denote these by putting the month year they were added to the survey in brackets after the code to inform you when it was added to the survey For example a code added in January 2006 would show as 01 06 These are known as flags Since the code has not been in the survey you are using for the whole year you will need to weight it so that it is equal to the other codes that have been there for the whole survey year There are two approaches to dealing with part period data the following will give you an overview of these methods though it is advisable to call the helpdesk if unsure which one to use Some industry surveys have quarterly updates therefore flagged items will have been on the survey for either 3 months 6 months or 9 months as opposed to the whole year These need to be multiplied as follows 3 months 1 quarter x 4 12 months 6 months 2 quarters x 2 12 months 9 months 3 quarters x 1 33 12 months You can check what each flag means and what it needs to be multiplied by to give a full year s worth of data by looking in the electronic codebook under Information on Flagging and Weighting Upweight Individual Items If you are codin
Download Pdf Manuals
Related Search