INDEX TO DEFINITIONS. THE SIMMONS NATIONAL CONSUMER STUDY (NCS/NHCS) FALL 2009 ADULT 12-MONTH STUDY (Early November 2008 Early December 2009)

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1 TABLE OF CONTENTS Industry/Occupation Definitions Industry... 2 Occupation... 5 Geographic Definitions Census Regions...11 County Size...11 Marketing (Nielsen) Regions...12 Designated Market Area (DMAs)...14 Metropolitan Statistical Area (MSAs)...17 Psychographic Scales Definitions Shopping Behavior...20 Personal Finance Profile...20 Media Involvement & Advertising Receptiveness...21 Technology...21 Health and Diet...22 Views...22 Self-Concept...23 Economic Outlook...23 Cell Phone/Mobile Behavior...24 Internet...24 Hispanic Cultural Identification Scales...25 TGI-Socio Economic Scales...26 Cohorts Definitions...27 Coding/Product Usage...36 Product Types Travel- Domestic & Foreign...38 Breakfast Cereals...39 Radio Formats...41 Quintile/Tercile Media Usage Groups...46

2 INDUSTRY/OCCUPATION DEFINITIONS Industry The Census 2000 Industrial Classification System, prepared by the Census Bureau, form the following nineteen industry groups reported in this survey. The following defines those industries incorporated in the reported industry data: Agriculture, Forestry, Fishing & Hunting: Mining: Utilities: Construction: Manufacturing: Manufacturing (Cont): Crop production, Animal production, Forestry except logging, Logging, Fishing, hunting, and trapping, Support activities for agriculture and forestry. Oil and gas extraction, Coal mining, Metal ore mining, Nonmetallic mineral mining and quarrying, Other types of mining not specified, support activities for mining. Electric power generation transmission and distribution, Natural gas distribution, Electric and gas and other combinations, Water, steam, airconditioning, and irrigation systems, Sewage treatment facilities, Other types of utilities not specified. Construction which includes the following activities: paving sidewalks, roads, highways, bricklaying, cement block laying, floor laying; contractors; building demolition, excavation, insulation, remodeling, restoration, wrecking, blasting, digging, drainage, drilling, glass work, painting, roofing and siding; land clearing, leveling, development. Manufacturing, producing or processing the following: Animal food, grain, and oilseed milling, Sugar and confectionery products, Fruit and vegetable preserving and specialty food, Dairy product, Animal slaughtering and processing, Retail bakeries, Bakeries except retail, Seafood and other miscellaneous foods, Other food industries not specified, Beverages, Tobacco, Fiber, yarn, and thread mills, Fabric mills- except knitting, Textile and fabric finishing and coating mills, Carpets and rugs, Textile product mills except carpets and rugs, Knitting mills, Cut and sew apparel, Apparel accessories and other apparel manufacturing, Footwear, Leather tanning and products, Pulp, paper, and paperboard mills, Paperboard containers and boxes, Miscellaneous paper and pulp products, Printing and related support activities, Petroleum refining, Miscellaneous petroleum and coal products, Resin, synthetic rubber and fibers, and filaments, Agricultural chemicals, Pharmaceutical and medicines, Paint, coating, and adhesives, Soap, cleaning compound, and cosmetic, Industrial and miscellaneous chemicals, Plastic products, Tires, Rubber products- except tires, Pottery, ceramics, and related products, Structural clay products, Glass and glass products, Cement, concrete, lime, and gypsum products, Miscellaneous nonmetallic mineral products, Iron and steel mills and steel products, Aluminum production and processing, Nonferrous metal, except aluminum, production and processing, Foundries, Metal forgings and stampings, Cutlery and hand tools, Structural metals and tank and shipping containers, Machine shops; turned product; screw nut and bolts, Coating, engraving, heat treating and allied activities, Ordnance, Miscellaneous fabricated metal products, Other metal industries not specified, Agricultural Copyright 2010, Simmons Market Research Bureau, Inc. Page 2

3 implements, Construction mining and oil field machinery, Commercial and service industry machinery, Metalworking machinery, Engines, turbines, and power transmission equipment, Other machinery not specified, Computer and peripheral equipment, Communications, audio, and video equipment, Navigational, measuring, electro medical, and control instruments, Electronic component and products, Household appliances, Electrical machinery, equipment, and supplies, Motor vehicles and motor vehicle equipment, Aircraft and parts, Aerospace product and parts, Railroad rolling stock, Ship and boat building, Other transportation equipment, Sawmills and wood preservation, Veneer, plywood, and engineered wood products, Prefabricated wood buildings and mobile homes, Miscellaneous wood products, Furniture and fixtures, Medical equipment and supplies, Toys, amusement, and sporting goods, Other manufacturing industries not specified. Wholesale Trade: Retail Trade: Transportation & Warehousing: Information: Finance & Insurance: Wholesalers of: Motor vehicles, parts and supplies, Furniture and home furnishing, Lumber and other construction materials, Professional and commercial equipment and supplies, Metals and minerals- except petroleum, Electrical goods, Hardware, plumbing and heating equipment, and supplies, Machinery, equipment, and supplies, Recyclable material, Miscellaneous durable goods, Paper and paper product, Drugs, sundries, and chemical and allied products, Apparel, fabrics, and notions, Groceries and related products, Farm product raw materials, Petroleum and petroleum products, Alcoholic beverages, Farm supplies, Miscellaneous non-durable goods, Other wholesale trade not specified. Automobile dealers, Other motor vehicle dealers, Auto parts, accessories, and tire stores, Furniture and home furnishings stores, Household appliance stores, Radio, TV, and computer stores, Building material and supplies dealers, Hardware stores, Lawn and garden equipment and supplies stores, Grocery stores, Specialty food stores, Beer, wine, and liquor stores, Pharmacies and drug stores, Health and personal care- except drug, stores, Gasoline stations, Clothing and accessories- except shoe stores, Shoe stores, Jewelry, luggage, and leather goods stores, Sporting goods, camera, and hobby and toy stores, Sewing, needlework and piece goods stores, Music stores, Book stores and news dealers, Department stores, Miscellaneous general merchandise stores, Retail florists, Office supplies and stationary stores, Used merchandise stores, Gift, novelty, and souvenir shops, Miscellaneous retail stores, Electronic shopping and mail-order houses, Vending machine operators, Fuel dealers, Other direct selling establishments, Other retail trade not specified. Air transportation, Rail transportation, Water transportation, Truck transportation, Bus service and urban transit, Taxi and limousine service, Pipeline transportation, Scenic and sightseeing transportation, Services incidental to transportation, Postal Service, Courier and messengers, Warehousing and storage. Newspaper publishers, Publishing except newspapers and software, Software publishing, Motion pictures and video industries, Sound recording industries, Radio and television broadcasting and cable, Wired telecommunications carriers, Other telecommunication services, Libraries and archives, Other information services, Data processing services. Banking and related activities; Savings institutions, including credit unions; Copyright 2010, Simmons Market Research Bureau, Inc. Page 3

4 Non-depository credit and related activities; Securities, commodities, funds, trusts, and other financial investments; Insurance carriers and related activities. Real Estate and Rental & Leasing: Professional, Scientific, and Technical Services: Management, Administrative and Support, and Waste Management Services: Educational Services: Health Care and Social Assistance: Arts, Entertainment, and Recreation: Accomodations and Food Services: Other Services (Except Public Administration): Real estate, Automotive equipment rental and leasing, Video tape and disk rental, Other consumer goods rental, Commercial, industrial, and other intangible assets rental and leasing. Legal services, Accounting, tax preparation, bookkeeping and payroll services, Architectural, engineering, and related services, Specialized design services, Computer systems design and related services, Management, scientific and technical consulting services, Scientific research and development services, Advertising and related services, Veterinary services, Other professional, scientific and technical services. Management of companies and enterprises, Employment services, Business support services, Travel arrangement and reservation services, Investigation and security services, Services to buildings and dwellings, Landscaping services, Other administrative and other support services, Waste management and remediation services. Elementary and secondary schools, Colleges and universities, including junior colleges, Business, technical, and trade schools and training, Other schools, instruction, and educational services. Offices of physicians, Offices of dentists, Office of chiropractors, Offices of optometrists, Offices of other health practitioners, Outpatient care centers, Home health care services, Other health care services, Hospitals, Nursing care facilities, Residential care facilities- without nursing, Individual and family services, Community food and housing, and emergency services, Vocational rehabilitation services, Child day care services. Independent artists, performing arts, spectator sports, and related industries, Museums, art galleries, historical sites, and similar institutions, Bowling centers, Other amusement, gambling, and recreation industries. Traveler accommodation, Recreational vehicle parks and camps, and rooming and boarding houses, Restaurants and other food services, Drinking places- alcoholic beverages. Automotive repair and maintenance, Car washes, Electronic and precision equipment repair and maintenance, Commercial and industrial machinery and equipment repair and maintenance, Personal and household goods repair and maintenance, Footwear and leather goods repair, Barber shops, Beauty salons, Nail salons and other personal care services, Dry-cleaning and laundry services, Funeral homes, cemeteries and crematories, Other personal services, Religious organizations, Civic, social, advocacy organizations, and grant-making and giving services, Labor unions, Business, professional, political, and similar organizations, Private households. Copyright 2010, Simmons Market Research Bureau, Inc. Page 4

5 Public Administration and Active Duty Military: Executive offices and legislative bodies, Public finance activities, Other general government and support, Justice, public order, and safety activities, Administration of human resource programs, Administration of environmental quality and housing programs, Administration of economic programs and space research, National security and international affairs, U. S. Army, U. S. Air Force, U. S. Navy, U. S. Marines, U. S. Coast Guard, U. S. Armed Forces- branch not specified, Military Reserves or National Guard. Occupation The Census 2000 Occupation Classification System, prepared by the Census Bureau, form the following twenty-two occupation groups reported in this survey. The following defines those occupations incorporated in the reported occupation data: Management: Business and Financial Operations: Chief Executives, General and Operations Managers, Legislators, Advertising and Promotions Managers, Marketing Managers, Sales Managers, Public Relations Managers, Administrative Services Managers, Computer and Information Systems Managers, Financial Managers, Compensation and Benefits Managers, Training and Development Managers, All Other Human Resources Managers, Industrial Production Managers, Purchasing Managers, Transportation, Storage, and Distribution Managers, Farm, Ranch, and Other Agricultural Managers, Farmers and Ranchers, Construction Managers, Education Administrators, Preschool and Child Care Center/Program, Education Administrators, Elementary and Secondary School, Education Administrators, Postsecondary, All Other Education Administrators, Engineering Managers, Food Service Managers, Funeral Directors, Gaming Managers and Gaming Department Heads, Lodging Managers, Medical and Health Services Managers, Natural Sciences Managers, Postmasters and Mail Superintendents, Property, Real Estate, and Community Association Managers, Social and Community Service Managers, All Other Managers Agents and Business Managers of Artists, Performers, and Athletes; Purchasing Agents and Buyers, Farm Products; Wholesale and Retail Buyers, Except Farm Products; Purchasing Agents, Except Wholesale, Retail, and Farm Products; Claims Adjusters, Examiners, and Investigators; Insurance Appraisers, Auto Damage; Compliance Officers, Except Agriculture, Construction, Health and Safety, and Transportation; Cost Estimators; Emergency Management Specialists; Employment, Recruitment, and Placement Specialists; Compensation, Benefits, and Job Analysis Specialists; Training and Development Specialists; Human Resources, Training, and Labor Relations Specialists; Logisticians, Management Analysts, Meeting and Convention Planners, All Other Business Operations Specialists, Accountants and Auditors, Appraisers and Assessors of Real Estate, Budget Analysts, Credit Analysts, Financial Analysts, Personal Financial Advisors, Insurance Underwriters, Financial Examiners, Loan Counselors, Loan Officers, Tax Examiners, Collectors, and Revenue Agents; All Other Tax Preparers Financial Specialists Computer and Mathematical: Computer and Information Scientists, Research; Computer Programmers, Computer Software Engineers, Applications; Computer Software Engineers, Systems Software; Computer Support Specialists; Computer Copyright 2010, Simmons Market Research Bureau, Inc. Page 5

6 Computer and Mathematical (Cont.): Architecture and Engineering: Life, Physical, and Social Services: Legal: Education, Training & Library: Systems Analysts; Database Administrators; Network and Computer Systems Administrators; Network Systems and Data Communications Analysts; All Other Computer Specialists; Actuaries, Mathematicians, Operations Research Analysts, Statisticians, All Other Mathematical Scientists, Mathematical Technicians Architects, Except Landscape and Naval, Landscape Architects, Cartographers and Photogrammetrists, Surveyors, Aerospace Engineers, Agricultural Engineers, Biomedical Engineers, Chemical Engineers, Civil Engineers, Computer Hardware Engineers, Electrical Engineers Electronics Engineers- Except Computer, Environmental Engineers, Health and Safety Engineers, Except Mining Safety Engineers and Inspectors, Industrial Engineers, Marine Engineers and Naval Architects, Materials Engineers, Mechanical Engineers, Mining and Geological Engineers, Including Mining Safety Engineers, Nuclear Engineers, Petroleum Engineers, All Other Engineers, Architectural and Civil Drafters, Electrical and Electronics Drafters, Mechanical Drafters, All Other Drafters, Aerospace Engineering and Operations Technicians, Civil Engineering Technicians, Electrical & Electronic Engineering Technicians, Electro-mechanical Technicians, Environmental Engineering Technicians, Industrial Engineering Technicians, Mechanical Engineering Technicians, Engineering Technicians, All Other Surveying and Mapping Technicians Animal Scientists, Food Scientists and Technologists, Soil and Plant Scientists, Biochemists and Biophysicists, Microbiologists Zoologists and Wildlife Biologists, All Other Biological Scientists, Conservation Scientists, Foresters, Epidemiologists, Medical Scientists, Except Epidemiologists, Astronomers, Physicists, Atmospheric and Space Scientists, Chemists, Materials Scientists, Environmental Scientists and Specialists, Including Health, Geoscientists, Except Hydrologists and Geographers, Hydrologists, All Other Physical Scientists, Economists, Market Research Analysts, Survey Researchers, Clinical, Counseling, and School Psychologists, Industrial-Organizational Psychologists, All Other Psychologists, Sociologists, Urban and Regional Planners, Anthropologists and Archeologists, Geographers, Historians, Political Scientists, All Other Social Scientists and Related Workers, Agricultural and Food Science Technicians, Biological Technicians, Chemical Technicians, Geological and Petroleum Technicians, Nuclear Technicians, Social Science Research Assistants, Environmental Science and Protection Technicians, Including Health, Forensic Science Technicians, Forest and Conservation Technicians, All Other Life, Physical, and Social Science Technicians, All Other Lawyers, Administrative Law Judges, Adjuducators, and Hearing Officers, Arbitrators, Mediators, and Conciliators, Judges, Magistrate Judges, and Magistrates, Paralegals and Legal Assistants, Court Reporters, Law Clerks, Title Examiners, Abstractors, and Searchers, All Other Legal Support Workers Teachers, post secondary: Business, Computer Science, Mathematical Science, Architecture, Engineering, Agricultural Sciences, Biological Science, Forestry and Conservation Science, Atmospheric, Earth, Marine, and Space Sciences, Chemistry, Environmental Science, Physics, Anthropology and Archeology, Area, Ethnic, and Cultural Studies, Copyright 2010, Simmons Market Research Bureau, Inc. Page 6

7 Education, Training & Library: (Cont) Economics, Geography, Political Science, Psychology, Sociology, All Other Social Sciences, Health Specialties, Nursing Instructors and Education, Library Science, Criminal Justice and Law Enforcement, Law, Social Work, Art, Drama, and Music, Communications, English Language and Literature, Foreign Language and Literature, History, Philosophy and Religion, Home Economics, Recreation and Fitness Studies, Vocational Education Graduate Assistants, Preschool Teachers, Kindergarten Teachers, Elementary School Teachers, Middle School Teachers, Middle School Vocational Education Teachers, Secondary School Teachers, Secondary School Vocational Education Teachers, Special Education Teachers, Preschool, Kindergarten, and Elementary School, Special Education Teachers, Middle School, Special Education Teachers, Secondary School Adult Literacy, Remedial Education, and GED Teachers and Instructors, Self-Enrichment Education Teachers Archivists, Curators, Museum Technicians and Conservators, Librarians Library Technicians, Audio-Visual Collections Specialists, Farm and Home Management Advisors, Instructional Coordinators Healthcare Practitioners and Technical: Healthcare Support: Dentists, Oral and Maxillofacial Surgeons, Orthodontists, Prosthodontists, Dietitians and Nutritionists, Optometrists, Pharmacists, Anesthesiologists, Family and General Practitioners, Internists, Obstetricians and Gynecologists, Pediatricians, Psychiatrists, Surgeons, Physicians and Surgeons, Physician Assistants, Podiatrists, Registered Nurses, Audiologists, Occupational Therapists, Physical Therapists, Radiation Therapists, Recreational Therapists, Respiratory Therapists, Speech-language Pathologists, All Other Therapists, Veterinarians, Health Diagnosing and Treating Practitioners, All Other Medical and Clinical Laboratory Technologists, Medical and Clinical Laboratory Technicians, Dental Hygienists, Cardiovascular Technologists and Technicians, Diagnostic Medical Sonographers, Nuclear Medicine Technologists, Radiologic Technologists and Technicians, Emergency Medical Technicians and Paramedics, Dietetic Technicians, Pharmacy Technicians, Psychiatric Technicians, Respiratory Therapy Technicians, Surgical Technologists, Veterinary Technologists and Technicians, Licensed Practical and Licensed Vocational Nurses, Medical Records and Health Information Technicians, Opticians, Dispensing, Orthotists and Prosthetists, All Other Health Technologists and Technicians, Occupational Health and Safety Specialists, Occupational Health and Safety Technicians, Athletic Trainers Home Health Aides, Nursing Aides, Orderlies, and Attendants, Psychiatric Aides, Occupational Therapist Assistants, Occupational Therapist Aides, Physical Therapist Assistants, Physical Therapist Aides, Massage Therapists, Dental Assistants, Medical Assistants, Medical Equipment Preparers, Medical Transcriptionists, Pharmacy Aides, Veterinary Assistants and Laboratory Animal Caretakers, All Other Healthcare Support Workers Copyright 2010, Simmons Market Research Bureau, Inc. Page 7

8 Protective Service: Food Preparation and Serving Related: Buildings & Grounds Cleaning & Maintenance: Sales and Related: Office and Administrative Support: First-Line Supervisors/Managers of Correctional Officers, First-Line Supervisors/Managers of Police and Detectives, First-Line Supervisors/Managers of Fire Fighting and Prevention Workers, All Other Supervisors, Protective Service Workers, Fire Fighters, Fire Inspectors and Investigators, Forest Fire Inspectors and Prevention Specialists, Bailiffs, Correctional Officers and Jailers, Detectives and Criminal Investigators, Fish and Game Wardens, Parking Enforcement Workers, Police and Sheriff's Patrol Officers, Transit and Railroad Police Animal Control Workers, Private Detectives and Investigators, Gaming Surveillance Officers and Gaming Investigators, Security Guards Crossing Guards, Lifeguards, Ski Patrol, and Other Recreational Protective Service Workers, All Other Protective Service Workers Chefs and Head Cooks, First-Line Supervisors/Managers of Food Preparation and Serving Workers, Cooks- Fast Food, Cooks- Institution and Cafeteria, Cooks- Private Household, Cooks- Restaurant, Cooks- Short Order, Food Preparation Workers, Bartenders, Combined Food Preparation and Serving Workers- Including Fast Food, Counter Attendants, Cafeteria, Food Concession, and Coffee Shop, Waiters and Waitresses; Food Servers- Non-restaurant, Dining Room and Cafeteria Attendants and Bartender Helpers, Dishwashers, Hosts and Hostesses- Restaurant, Lounge, and Coffee Shop, All Other Food Preparation and Serving Related Workers First-Line Supervisors/Managers of Housekeeping and Janitorial Workers; First-Line Supervisors/Managers of Landscaping, Lawn Service, and Grounds-keeping Workers; Janitors and Cleaners; Maids and Housekeeping Cleaners; All Other Building Cleaning Workers; Pest Control Workers; Landscaping and Groundskeeping Workers; Pesticide Handlers, Sprayers, and Applicators, Vegetation; Tree Trimmers and Pruners; All Other Grounds Maintenance Workers First-Line Supervisors/Managers of Retail Sales Workers, First-Line Supervisors/Managers of Non-Retail Sales Workers, Cashiers, Gaming Change Persons and Booth Cashiers, Counter and Rental Clerks, Parts Salespersons, Retail Salespersons, Advertising Sales Agents, Insurance Sales Agents, Securities, Commodities, and Financial Services Sales Agents, Travel Agents, All Other Sales Representatives, Services, Sales Representatives, Wholesale and Manufacturing, Technical and Scientific Products, Sales Representatives, Wholesale and Manufacturing- Except Technical and Scientific Products, Demonstrators and Product Promoters Models, Real Estate Brokers, Real Estate Sales Agents, Sales Engineers, Telemarketers, Door-To-Door Sales Workers, News and Street Vendors, and Related Workers, All Other Sales and Related Workers First-Line Supervisors/Managers of Office and Administrative Support Workers, Switchboard Operators, Including Answering Service, Telephone Operators, All Other Communications Equipment Operators, Bill and Account Collectors, Billing and Posting Clerks and Machine Operators, Bookkeeping, Accounting, and Auditing Clerks, Gaming Cage Workers, Payroll and Timekeeping Clerks, Procurement Clerks, Tellers, Brokerage Clerks, Correspondence Clerks, Court, Municipal, and License Clerks, Credit Authorizers, Checkers, and Clerks, Customer Service Representatives, Eligibility Interviewers, Government Programs File Clerks, Hotel, Motel, and Resort Desk Clerks, Interviewers, Except Copyright 2010, Simmons Market Research Bureau, Inc. Page 8

9 Office and Administrative Support (Cont.): Farming, Forestry, and Fishing: Construction and Extraction: Eligibility and Loan, Library Assistants, Clerical, Loan Interviewers and Clerks, New Accounts Clerks, Order Clerks, Human Resources Assistants, Except Payroll and Timekeeping, Receptionists and Information Clerks, Reservation and Transportation Ticket Agents and Travel Clerks, All Other Information and Record Clerks, Cargo and Freight Agents, Couriers and Messengers, Police, Fire, and Ambulance Dispatchers, Dispatchers, Except Police, Fire, and Ambulance, Meter Readers- Utilities, Postal Service Clerks, Postal Service Mail Carriers, Postal Service Mail Sorters, Processors, and Processing Machine Operators, Production, Planning, and Expediting Clerks, Shipping, Receiving, and Traffic Clerks, Stock Clerks and Order Fillers, Weighers, Measurers, Checkers, and Samplers, Recordkeeping, Executive Secretaries and Administrative Assistants, Secretaries- Legal, Secretaries- Medical, Computer Operators, Data Entry Keyers, Word Processors and Typists, Desktop Publishers, Insurance Claims and Policy Processing Clerks, Mail Clerks and Mail Machine Operators- Except Postal Service, Office Clerks- General, Office Machine Operators- Except Computer, Proofreaders and Copy Markers, Statistical Assistants, All Other Office and Administrative Support Workers. First-Line Supervisors/Managers of Farming, Fishing, and Forestry, Workers, Agricultural Inspectors, Animal Breeders, Farm Labor Contractors, Graders and Sorters- Agricultural Products, Agricultural Equipment Operators, Farmworkers and Laborers- Crop, Nursery, and Greenhouse, Farmworkers, Farm and Ranch Animals, All Other Agricultural Workers, Fishers and Related Fishing Workers, Hunters and Trappers, Forest and Conservation Workers, Fallers, Logging Equipment Operators, Log Graders and Scalers, All Other Logging Workers, All Other Farming, Fishing, and Forestry Workers. First-Line Supervisors/Managers of Construction Trades and Extraction Workers; Boilermakers; Brick masons and Block masons; Stonemasons; Carpenters; Carpet Installers; Floor Layers, Except Carpet, Wood, and Hard Tiles; Floor Sanders and Finishers; Tile and Marble Setters; Cement Masons and Concrete Finishers; Terrazzo Workers and Finishers; Construction Laborers; Paving, Surfacing, and Tamping Equipment Operators; Pile-Driver Operators; Operating Engineers and Other Construction Equipment Operators; Drywall and Ceiling Tile Installers; Tapers; Electricians; Glaziers; Insulation Workers, Floor, Ceiling, and Wall; Insulation Workers, Mechanical; Painters, Construction and Maintenance; Paperhangers; Pipe layers; Plumbers, Pipe fitters, and Steamfitters; Plasterers and Stucco Masons; Reinforcing Iron and Rebar Workers; Roofers; Sheet Metal Workers; Structural Iron and Steel Workers; Helpers--Brick masons, Block masons, Stonemasons, and Tile and Marble Setters; Helpers Carpenters; Helpers Electricians; Helpers-- Painters, Paperhangers, Plasterers, and Stucco Masons; Helpers--Pipe layers, Plumbers, Pipe fitters, and Steamfitters; Helpers Roofers; All Other Helpers, Construction Trades; Construction and Building Inspectors; Elevator Installers and Repairers; Fence Erectors; Hazardous Materials Removal Workers; Highway Maintenance Workers; Rail-Track Laying and Maintenance Equipment Operators; Septic Tank Servicers and Sewer Pipe Cleaners; All Other Construction and Related Workers; Derrick Operators, Oil and Gas; Rotary Drill Operators, Oil and Gas; Service Unit Operators, Oil, Gas, and Mining; Earth Drillers, Except Oil and Gas; Explosives Workers, Ordnance Handling Experts, and Blasters; Continuous Mining Copyright 2010, Simmons Market Research Bureau, Inc. Page 9

10 Construction and Extraction (Cont.): Transportation and Material Moving: Machine Operators; Mine Cutting and Channeling Machine Operators; All Other Mining Machine Operators; Rock Splitters, Quarry; Roof Bolters, Mining; Roustabouts, Oil and Gas; Helpers--Extraction Workers; All Other Extraction Workers. Aircraft Cargo Handling Supervisors; First-Line Supervisors/Managers of Helpers, Laborers, and Material Movers, Hand; First-Line Supervisors/Managers of Transportation and Material-Moving Machine and Vehicle Operators; Airline Pilots, Copilots, and Flight Engineers; Commercial Pilots; Air Traffic Controllers; Airfield Operations Specialists; Ambulance Drivers and Attendants, Except Emergency Medical Technicians; Bus Drivers, Transit and Intercity; Bus Drivers, School; Driver/Sales Workers; Truck Drivers, Heavy and Tractor-Trailer Truck Drivers, Light or Delivery Services; Taxi Drivers and Chauffeurs; All Other Motor Vehicle Operators; Locomotive Engineers; Locomotive Firers; Rail Yard Engineers, Dinkey Operators, and Hostlers; Railroad Brake, Signal, and Switch Operators; Railroad Conductors and Yardmasters; Subway and Streetcar Operators; All Other Rail Transportation Workers; Sailors and Marine Oilers; Captains, Mates, and Pilots of Water Vessels; Motorboat Operators; Ship Engineers; Bridge and Lock Tenders; Parking Lot Attendants; Service Station Attendants Traffic Technicians; Transportation Inspectors; All Other Transportation Workers; Conveyor Operators and Tenders; Crane and Tower Operators; Dredge Operators; Excavating and Loading Machine and Dragline Operators; Loading Machine Operators, Underground Mining; Hoist and Winch Operators; Industrial Truck and Tractor Operators; Cleaners of Vehicles and Equipment; Laborers and Freight, Stock, and Material Movers, Hand; Machine Feeders and Offbearers; Packers and Packagers, Hand; Gas Compressor and Gas Pumping Station Operators; Pump Operators, Except Wellhead Pumpers; Wellhead Pumpers; Refuse and Recyclable Material Collectors; Shuttle Car Operators; Tank Car, Truck, and Ship Loaders; All Other Material Moving Workers. Copyright 2010, Simmons Market Research Bureau, Inc. Page 10

11 GEOGRAPHIC DEFINITIONS Census Region The four regions in this report represent state groupings in accordance with standard Bureau of the Census definitions. Northeast Connecticut, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Vermont. Midwest Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota, Wisconsin. South West Alabama, Arkansas, Delaware, Florida, Georgia, Kentucky, Louisiana, Maryland, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, Virginia, Washington, D.C., West Virginia. Arizona, California, Colorado, Idaho, Montana, Nevada, New Mexico, Oregon, Utah, Washington, Wyoming. County Size These definitions conform to the Nielsen classifications and are as follows: County Size A All counties in the largest metropolitan areas which together account for 40% of U.S. households according to the 2000 Census. County Size B All counties in the next largest set of metropolitan areas which together account for 30% of U.S. households according to the 2000 Census. No non-metropolitan counties are large enough to qualify as A or B counties. County Size C County Size D All counties in the next largest set of areas - including both metropolitan areas and non-metropolitan counties - which account for 15% of U.S. households according to the 2000 Census. All remaining counties. Copyright 2010, Simmons Market Research Bureau, Inc. Page 11

12 Marketing Regions These definitions conform to the Nielsen Media Research Services Group Territories, and are as follows: Northeast Connecticut, Delaware, District of Columbia, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania (except counties in East Central), Rhode Island, Vermont, and Virginia (Arlington, Fairfax, Loudoun and Prince William counties only). Three groups comprise the Northeast marketing region: New England - Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island, and Vermont. Metropolitan New York - New Jersey (Bergen, Essex, Hudson, Middlesex, Morris, Passaic, Somerset and Union counties only), and New York (Bronx, Kings, New York, Queens, Richmond, Rockland, Nassau, Suffolk, and Westchester counties only). Middle Atlantic - Delaware, District of Columbia, Maryland, New Jersey (excluding counties in Metropolitan New York), New York (excluding counties in Metropolitan New York), Pennsylvania (excluding counties in East Central), and Virginia (Arlington - including Alexandria City, Fairfax - including Falls Church, Loudoun, and Prince William counties only). East Central Indiana (excluding Lake and Porter counties), Kentucky, Michigan, Ohio, Pennsylvania (Allegheny, Armstrong, Beaver, Butler, Clarion, Crawford, Erie, Fayette, Forest, Greene, Indiana, Jefferson, Lawrence, Mercer, Venango, Warren, Washington, and Westmoreland counties only), and West Virginia. West Central Colorado, Illinois. Indiana (Lake and Porter counties only), Iowa, Kansas, Minnesota, Missouri, Montana, Nebraska, North Dakota, South Dakota, Wisconsin, and Wyoming. Two groups comprise the West Central marketing region: Metropolitan Chicago - Illinois (Cook, DuPage, Kane, Lake, McHenry, and Will counties only), and Indiana (Lake and Porter counties only). Remaining (other) West Central - Colorado, Illinois (excluding counties in Metropolitan Chicago), Iowa, Kansas, Minnesota, Missouri, Montana, Nebraska, North Dakota, South Dakota, Wisconsin, and Wyoming. Copyright 2010, Simmons Market Research Bureau, Inc. Page 12

13 South Alabama, Arkansas, Florida, Georgia, Louisiana, Mississippi, New Mexico, North Carolina, Oklahoma, South Carolina, Tennessee, Texas, and Virginia (except Arlington, Fairfax, Loudoun & Prince William counties). Southeast - Alabama, Florida, Georgia, Mississippi, North Carolina, South Carolina, Tennessee, and Virginia (excluding counties in Middle Atlantic). Southwest - Arkansas, Louisiana, New Mexico, Oklahoma, and Texas. Pacific Arizona, California, Idaho, Nevada, Oregon, Utah, Washington, Alaska and Hawaii 1 Two groups comprise the Pacific marketing region: Greater Los Angeles - California (Los Angeles, Orange, Riverside, San Bernardino counties only). Remaining (other) Pacific - Arizona, California (excluding counties in Greater Los Angeles), Idaho, Nevada, Oregon, Utah, and Washington. 1 Alaska and Hawaii define the Pacific group for the Nielsen Media Research Group Territories. However, we only measure the conterminous 48 states. Copyright 2010, Simmons Market Research Bureau, Inc. Page 13

14 Designated Market Area (DMAs) The following table illustrates the rank order for DMA populations based on Nielsen Media Research Local Market Universe Estimates as of September 24, Rank DMA Name 1 New York 2 Los Angeles 3 Chicago 4 Philadelphia 5 Boston (Manchester) 6 San Francisco-Oak-San Jose 7 Dallas-Ft. Worth 8 Washington, DC (Hagrstwn) 9 Atlanta 10 Houston 11 Detroit 12 Tampa-St. Pete (Sarasota) 13 Seattle-Tacoma 14 Phoenix (Prescott) 15 Minneapolis-St. Paul 16 Cleveland-Akron (Canton) 17 Miami-Ft. Lauderdale 18 Denver 19 Sacramnto-Stkton-Modesto 20 Orlando-Daytona Bch-Melbrn 21 St. Louis 22 Pittsburgh 23 Portland, OR 24 Baltimore 25 Indianapolis 26 San Diego 27 Charlotte 28 Hartford & New Haven 29 Raleigh-Durham (Fayetvlle) 30 Nashville 31 Kansas City 32 Columbus, OH 33 Milwaukee 34 Cincinnati 35 Greenvll-Spart-Ashevll-And Copyright 2010, Simmons Market Research Bureau, Inc. Page 14

15 Designated Market Area (DMAs) (Cont.) Rank DMA Name 36 Salt Lake City 37 San Antonio 38 West Palm Beach-Ft. Pierce 39 Grand Rapids-Kalmzoo-B.Crk 40 Birmingham (Ann, Tusc) 41 Harrisburg-Lncstr-Leb-York 42 Norfolk-Portsmth-Newpt Nws 43 New Orleans 44 Memphis 45 Oklahoma City 46 Albuquerque-Santa Fe 47 Greensboro-H.Point-W.Salem 48 Las Vegas 49 Buffalo 50 Louisville 51 Providence-New Bedford 52 Jacksonville 53 Austin 54 Wilkes Barre-Scranton 55 Albany-Schenectady-Troy 56 Fresno-Visalia 57 Little Rock-Pine Bluff 58 Knoxville 59 Dayton 60 Richmond-Petersburg 61 Tulsa 62 Mobile-Pensacola (Ft Walt) 63 Lexington 64 Charleston-Huntington 65 Flint-Saginaw-Bay City 66 Ft. Myers-Naples 67 Wichita-Hutchinson Plus 68 Roanoke-Lynchburg 69 Green Bay-Appleton 70 Toledo 71 Tucson (Sierra Vista) 72 Honolulu 73 Des Moines-Ames 74 Portland-Auburn 75 Omaha 76 Syracuse 77 Springfield, MO Copyright 2010, Simmons Market Research Bureau, Inc. Page 15

16 Designated Market Area (DMAs) (Cont.) Rank DMA Name 78 Spokane 79 Rochester, NY 80 Paducah-Cape Girard-Harsbg 81 Shreveport 82 Champaign&Sprngfld-Decatur 83 Columbia, SC 84 Huntsville-Decatur (Flor) 85 Madison 86 Chattanooga 87 South Bend-Elkhart 88 Cedar Rapids-Wtrlo-IWC&Dub 89 Jackson, MS 90 Burlington-Plattsburgh 91 Tri-Cities, TN-VA 92 Harlingen-Wslco-Brnsvl-McA 93 Colorado Springs-Pueblo 94 Waco-Temple-Bryan 95 Davenport-R.Island-Moline 96 Baton Rouge 97 Savannah 98 Johnstown-Altoona 99 El Paso (Las Cruces) 100 Evansville Copyright 2010, Simmons Market Research Bureau, Inc. Page 16

17 Metropolitan Statistical Area (MSAs) The following table illustrates the rank order for MSA populations based on Census data using area definitions updated by the Office of Management and Budget as of June 6 th, Rank MSA Name 1 New York-Northern New Jersey-Long Island, NY-NJ-P 2 Los Angeles-Long Beach-Santa Ana, CA 3 Chicago-Naperville-Joliet, IL-IN-WI 4 Philadelphia-Camden-Wilmington, PA-NJ-DE 5 Dallas-Fort Worth-Arlington, TX 6 Miami-Fort Lauderdale-Miami Beach, FL 7 Washington-Arlington-Alexandria, DC-VA-MD 8 Houston-Baytown-Sugar Land, TX 9 Detroit-Warren-Livonia, MI 10 Boston-Cambridge-Quincy, MA-NH 11 Atlanta-Sandy Springs-Marietta, GA 12 San Francisco-Oakland-Fremont, CA 13 Riverside-San Bernardino-Ontario, CA 14 Phoenix-Mesa-Scottsdale, AZ 15 Seattle-Tacoma-Bellevue, WA 16 Minneapolis-St. Paul-Bloomington, MN-WI 17 San Diego-Carlsbad-San Marcos, CA 18 St. Louis, MO-IL 19 Baltimore-Towson, MD 20 Pittsburgh, PA 21 Tampa-St. Petersburg-Clearwater, FL 22 Denver-Aurora, CO 23 Cleveland-Elyria-Mentor, OH 24 Cincinnati-Middletown, OH-KY-IN 25 Portland-Vancouver-Beaverton, OR-WA 26 Kansas City, MO-KS 27 Sacramento--Arden-Arcade--Roseville, CA 28 San Jose-Sunnyvale-Santa Clara, CA 29 San Antonio, TX 30 Orlando, FL 31 Columbus, OH 32 Providence-New Bedford-Fall River, RI-MA 33 Virginia Beach-Norfolk-Newport News, VA-NC 34 Indianapolis, IN Copyright 2010, Simmons Market Research Bureau, Inc. Page 17

18 Metropolitan Statistical Area (MSAs) (Cont.) Rank MSA Name 35 Milwaukee-Waukesha-West Allis, WI 36 Las Vegas-Paradise, NV 37 Charlotte-Gastonia-Concord, NC-SC 38 New Orleans-Metairie-Kenner, LA 39 Nashville-Davidson--Murfreesboro, TN 40 Austin-Round Rock, TX 41 Memphis, TN-MS-AR 42 Buffalo-Niagara Falls, NY / 43 Louisville, KY-IN 44 Hartford-West Hartford-East Hartford, CT 45 Jacksonville, FL 46 Richmond, VA 47 Oklahoma City, OK 48 Birmingham-Hoover, AL 49 Rochester, NY 50 Salt Lake City, UT 51 Bridgeport-Stamford-Norwalk, CT 52 Honolulu, HI 53 Tulsa, OK 54 Dayton, OH 55 Tucson, AZ 56 Albany-Schenectady-Troy, NY 57 New Haven-Milford, CT 58 Fresno, CA 59 Raleigh-Cary, NC 60 Omaha-Council Bluffs, NE-IA 61 Oxnard-Thousand Oaks-Ventura, CA 62 Worcester, MA 63 Grand Rapids-Wyoming, MI 64 Allentown-Bethlehem-Easton, PA-NJ 65 Albuquerque, NM 66 Baton Rouge, LA 67 Akron, OH 68 Springfield, MA 69 El Paso, TX 70 Bakersfield, CA 71 Toledo, OH 72 Syracuse, NY 73 Columbia, SC 74 Greensboro-High Point, NC 75 Poughkeepsie-Newburgh-Middletown, NY 76 Knoxville, TN Copyright 2010, Simmons Market Research Bureau, Inc. Page 18

19 Metropolitan Statistical Area (MSAs) (Cont.) Rank MSA Name 77 Little Rock-North Little Rock, AR 78 Youngstown-Warren-Boardman, OH-PA 79 Sarasota-Bradenton-Venice, FL 80 Wichita, KS 81 McAllen-Edinburg-Pharr, TX 82 Stockton, CA 83 Scranton--Wilkes-Barre, PA 84 Greenville, SC 85 Charleston-North Charleston, SC 86 Colorado Springs, CO 87 Harrisburg-Carlisle, PA 88 Madison, WI 89 Augusta-Richmond County, GA-SC 90 Jackson, MS 91 Portland-South Portland, ME 92 Lakeland-Winter Haven, FL 93 Des Moines, IA 94 Chattanooga, TN-GA 95 Palm Bay-Melbourne-Titusville, FL 96 Lancaster, PA 97 Boise City-Nampa, ID 98 Santa Rosa-Petaluma, CA 99 Lansing-East Lansing, MI 100 Modesto, CA Copyright 2010, Simmons Market Research Bureau, Inc. Page 19

20 PSYCHOGRAPHIC SCALES DEFINITIONS Shopping Behavior This set of factors looks at different modes of shopping for respondents. Impulse Shopper: This factor represents changing brands for sake of variety and novelty, spur of the moment purchasing and lack of planning major purchases. Brand Loyals: This factor represents the resistance to buying unknown brands to save money and looking for brand names on packages. Approval Seeking: This factor represents buying things that friends and neighbors approve of as well as keeping abreast of changes in fashions and styles. Smart Greens: This factor represents buying products in recycled packaging, buying paper products that are recycled, and negative attitudes towards polluting products. Informed Consumer: This factor represents being knowledgeable about products, including reading product labels and shopping to take advantage of bargains. Child-Influenced Shopper: This factor represents buying products because of children, either products that are child requested or products because of a child s welfare. Personal Finance Profile This set of factors looks at investment attitudes as well as touching on some aspects of money management. Investment Leader: This factor represents the willingness to pay any price for financial advice, actively being an information source for others, feeling financially secure and the desire to appear financially successful. Smart Investor: This factor represents actively seeking out as much information about an investment as possible before committing, shopping around for the best investment deal and aversion to financial debt. Careful Money Manager: This factor represents being careful with money, managing money well, saving money and (shared with Investment Leader above) feeling financially security. Copyright 2010, Simmons Market Research Bureau, Inc. Page 20