2.0 How to Interpret Crosstab Data
Unweighted: The number of people surveyed who meet both the column & row criteria.
There are 2,585 purchasers at coffee shops that responded they’ve watched an action/adventure movie in the last 6 months.
Weighted (000): Expressed in thousands, the projected number of adults (18+) in the U.S. who meet both the column & row criteria.
There are 27.962MM purchasers at coffee shops that have watched an action/adventure movie in the past 6 months.
Vertical %: Percent of the column reached by the row.
Of coffee shop customers, 52.23% [of them] have watched an action/adventure movie in the past 6 months.
Horizontal %: Percent of the row reached by the column.
Of respondents who have watched an action/adventure movie in the past 6 months, 27.77% of them also visit coffee shops.
Index: The likelihood of the target to meet a specified criteria, expressed in relation to the base. Numbers are expressed as a percentage relative to the base, with numbers over 100 being more likely, and below 100 being less likely. In this case the index is 128, so 128 - 100 = 28% "more likely".
100 = average | 90-110 is flat | <90 or 120> is significant.
Coffee shop customers are 28% more likely to have watched an action/adventure movie in the last 6 months than the US Adult (18+) population overall.
For Index, You can also flip the Row & Column criteria as follows:
Those that have watched an action/adventure movie in the last 6 months are also 28% more likely to be a coffee shop customer.
See the MRI Simmons support document below for additional assistance:
1.0 How to Interpret Crosstab Data
Sample: The number of people surveyed who meet both the column and row criteria
There are 1,437 Millennials who responded they bought Coffee on the Go in the last 7 days.
Weighted (000): Expressed in thousands (000), the projected number of adults (18+) in the U.S. who meet both the column and row criteria
There are 22,703,000 Millennials in the U.S. who bought Coffee on the Go in the last 7 days.
Vertical %: Percent of the column reached by the row.
Of those who bought Coffee on the Go in the last 7 days, 40.9% of them are Millennials.
Horizontal %: Percent of the row reached by the column.
Of Millennials, 28.4% of them bought Coffee on the Go in the last 7 days.
Index: The likelihood of the target to meet a specified criterion, expressed in relation to the base, where 100 = average. (Index can be applied either column to row, or row to column). The numerical difference from the average is expressed as a percentage of being more likely (numbers higher than 100) or less likely (numbers lower than 100). In this example, 126 - 100 = 26, so 26% more likely.
Millennials are 26% more likely to have bought Coffee on the Go in the last 7 days than the U.S. 18+ population overall.
or
Those who bought Coffee on the Go in the last 7 days are 26% more likely to be Millennials than any adult 18+.
See the MRI Simmons support document below for additional assistance:
