Understanding Crosstabulations
In many research reports, results are presented in aggregate only - that is, the data tables are based on the entire group of respondents. Crosstabulations are simply data tables that present the results of the entire group of respondents as well as results from sub-groups of respondents. They enable you to examine relationships within the data that might not be readily apparent when analyzing the total response.
In the example of an aggregated data table below, you might reach the conclusion that XYZ Publication is just right in the balance between being too technical and too simple.
Aggregated Table 1: How would you rate XYZ's Coverage?
Base: XYZ readers |
1000 100% |
5-too technical |
180 18% |
4 |
180 18% |
3-just right |
180 18% |
2 |
180 18% |
1-too simple |
180 18% |
Crosstabulations show you there is more to this story than meets the eye. When you look at the same results, but with the responses categorized by the respondents' level of experience, you see clear differences between the two groups - perhaps leading you to different conclusions.
Crosstab Table 2: How would you rate XYZ's coverage?
Years of Experience: |
2+ years |
less than 2 years |
|
Base: XYZ readers |
1000 100% |
500 100% |
500 100% |
5-too technical |
180 18% |
0 0% |
180 36% |
4 |
180 18% |
0 0% |
180 36% |
3-just right |
180 18% |
140 28% |
140 28% |
2 |
180 18% |
180 36% |
0 0% |
1-too simple |
180 18% |
180 36% |
0 0% |
Crosstabulations provide an effective way to drill deeper into your research results - for a minimal investment. Ask a Readex Research associate if you have any questions about crosstabulations and their use.