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MKTG 301 Berks: Marketing

Secondary marketing research for new ventures, REACH, and Be Bold, Take Charge programs in the Reading and Lebanon, PA region.

SimplyAnalytics Recipes

The following recipes are designed to give you a taste of the content and capabilities of SimplyAnalytics, and to build your confidence to explore the tool on your own!

Jump to a recipe -

  1. Appetizer: Map median household income in Reading, PA.
  2. Entrée: Comparison table of % and # of elementary-aged children in Reading, Berks, PA, and USA.
  3. Entrée: Map average household spending on club memberships with health and fitness organizations in Reading, PA.
  4. Dessert: Map % of households speaking Spanish with health and fitness organizations in Reading, PA.
  5. Leftovers: Ranking table of select demographics.

Appetizer: Map median household income in Reading, PA.
  1. Create a NEW PROJECT.
  2. Search for Reading, PA (city).
  3. Select DATA: Median Household Income.
  4. Click Done to view your map. (X-out of your Data menu, if necessary.)
  5. Set map view BY: BLOCK GROUPS.  Why is this useful?
  6. Edit LEGEND Classification Method to QUANTILES (LOCAL) or NATURAL BREAKS (LOCAL). You can also change the color scheme here. Why is this useful?
  7. Rename MAP View (Ex.: Median HH income, 2022) and PROJECT (Ex. MKTG 301).  Why is this useful?
  8. Export the view.  Tip: Add TEXT LABEL.

Screen shot of a color coded map from Simply Analytics showing the median household income distribution by block group in Reading, PA.


Entrée 1: Comparison table of % and # of elementary-aged children in Reading, Berks County, PA, and USA.
  1. Create a new VIEW and select COMPARISON TABLE.
  2. Search and select Locations: Reading, PA; Berks County, PA; Pennsylvania; and USA.
  3. Select DATA > Age > Children >
    1. # Age | 5 to 9 years
    2. % Age | 5 to 9 years
    3. # Age | 10 to 14 years
    4. % Age | 10 to 14 years
  4. Select Data > Education > Enrollment >
    1. # Total | Enrolled in school | Enrolled in kindergarten | Public school
    2. % Total | Enrolled in school | Enrolled in kindergarten | Public school
    3. # Total | Enrolled in school | Enrolled in grade 1 to grade 4 | Public school
    4. % Total | Enrolled in school | Enrolled in grade 1 to grade 4 | Public school
    5. # Total | Enrolled in school | Enrolled in grade 5 to grade 8 | Public school
    6. % Total | Enrolled in school | Enrolled in grade 5 to grade 8 | Public school
    7. # Total | Enrolled in school | Enrolled in kindergarten | Private school
    8. % Total | Enrolled in school | Enrolled in kindergarten | Private school
    9. # Total | Enrolled in school | Enrolled in grade 1 to grade 4 | Private school
    10. % Total | Enrolled in school | Enrolled in grade 1 to grade 4 | Private school
    11. # Total | Enrolled in school | Enrolled in grade 5 to grade 8 | Private school
    12. % Total | Enrolled in school | Enrolled in grade 5 to grade 8 | Private school
  5. Select DONE to view Table.
  6. Click and drag column headings to reorder columns: Reading, Berks, PA, USA. You can also click and drag row headings to reorder data by age and grade level.  Why is this useful?
  7. Rename COMPARISON TABLE View (Ex.: Reading Early Child Ed)
  8. Export the table to Excel.

Screen shot of an Excel file showing exported public and private school enrollment data for Reading, PA, Berks County, PA, Pennsylvania, and USA.


Entrée 2: Map average household spending on club memberships with health and fitness organizations in Reading, PA.
  1. Create a new VIEW and select MAP.
  2. Select Location: Reading, PA.
  3. Select DATA > Consumer Behavior > Entertainment & Leisure > Social, recreation, health club membership (household average).
  4. Select BUSINESSES > Use advanced search > NAICS = 611620
  5. Add condition; change operator to OR.  Why is this useful?
  6. Add NAICS = 713940
  7. Select DONE to view Map.
  8. Set map view BY: BLOCK GROUPS.  Why is this useful?
  9. Edit LEGEND Classification Method to QUANTILES (LOCAL) or NATURAL BREAKS (LOCAL). You can also change the color scheme here. Why is this useful?
  10. Rename MAP View (Ex.: HH spending on health clubs)
  11. Export the view.  Tip: Add TEXT LABEL.

Simply Analytics map of average household spending on fitness clubs with locations of associated businesses in Reading, PA.


Dessert: Map % of households speaking Spanish with health and fitness organizations in Reading, PA.
  1. Create a new VIEW and select MAP.
  2. Select Location: Reading, PA.
  3. Select DATA > Language > % Language Spoken at Home | Spanish
  4. Select BUSINESSES > NAICS = 611620 or NAICS = 713940
  5. Select DONE to view Map.
  6. Set map view BY: CENSUS TRACKS.  Why is this useful?
  7. Edit LEGEND Classification Method to QUANTILES (LOCAL) or NATURAL BREAKS (LOCAL). You can also change the color scheme here. Why is this useful?
  8. Rename MAP View (Ex.: % Speaks Spanish)
  9. Export the view.  Tip: Add TEXT LABEL.

Simply Analytics map of percentage of households speaking Spanish with locations of health clubs in Reading, PA.


Leftovers: Quick report.

Use Quick Report to generate a summary dataset for a location.  (These variables can also be mapped!)  Note that this cookbook is not exhaustive, and you are strongly encouraged to spend time exploring SimplyAnalytics.

  1. Create a new VIEW and select QUICK REPORT.
  2. Select Location: Reading, PA.
  3. Select DONE to view table. Note that you can toggle between Demographic Overview and Housing Detail.
  4. Rename QUICK REPORT View (Ex.: Reading Demographics)
  5. Export the table.

Screen shot of Quick Report from Simply Analytics for Reading, PA showing demographic data.