Crossstab is the default Simmons module. Crosstab lets you find specific insights on a target (people that you want to study), or compare variables on multiple targets.
We're going to set up the variables to produce a crosstab looking at brand/product preference. For this example, we want to know if certain fast food restaurants (Domino’s Pizza or Little Caesar’s) are visited the most by the following age groups: 18-24 years, 25-34 years, 35-49 years, and ages 50+.
1. Getting Started
2. Add the Target Audience to Columns
3. Add What You Want to Know About your Target Audience to Rows
4. Run Crosstab
5. Interpret Your Crosstab (see the handout, "Simmons Fast Food Restaurants," in the right-hand column.)
The most significant data in the results is the index. This data tells you the product, brand, or media usage compared to the average. The base number for comparison is 100 (100 = average.) A number above 100 is greater than average, and below 100 is less than average.
< 80 less likely
>120 more likely
Looking across the rows and columns in the example, notice that 18-24 year olds are 56% more likely to visit Domino’s Pizza, while 25-34 year olds are 41% more likely to visit Domino’s Pizza. Also, note that 50+ adults are 30% less likely to visit Domino’s Pizza.
The other numbers:
Sample: Actual number of respondents in survey who meet criteria of both the row and column.
Weighted (000): Estimated total number of adults who meet criteria of both the row and column. Expressed in thousands.
Vertical %: The percentage of the column that fit the row definition (i.e., 18.1% of adults who visited Domino’s Pizza were 18-24 years old.)
Horizontal %: The percentage of the row that fits the column definition (i.e., 8.6% of adults 18-24 years old visited Domino’s Pizza.)
For more about understanding crosstab results, see the box, "How to Interpret Crosstab Data", in the right-hand column.
Sample: The number of people surveyed who meet both the column & row criteria.
Weighted: The projected number of adults (18+) in the US who meet both the column & row criteria. Expressed in thousands.
Vert%: Percentage of the column category that matches/agrees with/uses the row category. NOTE: If you place brands in columns, use the Vert% to compare different brands on the % of their business coming from the categories shown in the rows.
Horz%: Percentage of the row category that matches/agrees with/uses the column category.
Index: The likelihood of a target to meet a specified criteria, expressed in relation to the base of 100. Used to show how likely a consumer is to use a product, agree with a statement, etc. Numbers above 100 show MORE likely to use, buy, eat or wear something. Less than 100 shows LESS likely to do something.
* means projections are relatively unstable and should be used with caution.
** means results are from fewer than 30 respondents and are not be considered authoritative.