Coss tab

Benefits of Using Cross Tabulations in

Survey Analysis
Susan E. Wyse June 28, 2012

When conducting survey analysis, cross tabulations (also referred to as cross-tabs)

are a quantitative research method appropriate for analyzing the relationship between
two or more variables. Cross tabulations provide a way of analyzing and comparing the
results for one or more variables with the results of another (or others). The axes of the
table may be specified as being just one variable or formed from a number of variables.
The resulting table will have as many rows and columns as there are codes in the
corresponding axis specification.
In many research reports, survey results are presented in aggregate only meaning,
the data tables are based on the entire group of survey respondents.Cross
tabulations are simply data tables that present the results of the entire group of
respondents as well as results from sub-groups of survey respondents. Cross
tabulations enable you to examine relationships within the data that might not be readily
apparent when analyzing total survey responses.
The benefits of using cross tabulations in survey analysis are best illustrated through the
following example. Using advanced survey software with built-in analysis capabilities,
you can analyze the frequency of visits and break the results down by age. The choices
for the first question are displayed to the left (the row labels) of the table data. The
second question choices are displayed across the top of the table (the column
headings). This association can be flipped if needed.

You can
easily take the information from this cross tabulation and create a visual chart or graph.
In the example below, we created a simple three-dimensional bar chart. You can easily
customize the type of chart or graph, fonts, and colors to match your theme or brand.

This example gives you a brief look at how you might use cross tabulation analysis for
your own survey. Cross tabulations can help you explore your survey data to discover
relationships between items.
In Snap Survey Software it is very easy to generate complex tables. Snap Survey
Software has the ability to cross analyze one question against a number of other
questions, and produce presentation-quality tabulations. Tabulations of up to 5 million
cells are possible, with a maximum of either 2,000 rows or 2,000 columns. Each table
can be made up of a number of variables.
Want to learn more about cross-tabulations or more advanced analysis with Snap
Survey Software? Contact us for training information.
Posted in Survey design | Tagged analysis tabulations, cross tab, resulats tabulations, survey
analysis, survey tabulations | Leave a reply

What is a Cross-Tab Report and Why

Would I Use it?
By Hanna J | Survey Tips | On: 05/17/12

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Survey Tips
What is a Cross-Tab Report and Why Would I Use it?

Dive deeper into your survey analysis by cross-tabbing results.

Cross-tabbing? Whats that?

A handy analysis tool available with any ofour Professional Plans

A cross tab report shows the relationship between two or more survey questions

It provides you with a side-by-side comparison of how different groups of respondents

answered your survey questions

Why Use a Cross Tab Report?

Results Overview displays the results for all completed surveys and provides a
summary of your data. But what if you want to compare the differences (and similarities)
in responses from two different groupsdog versus cat owners, for example. Any time
you need to see if there is a relationship between two survey questions, then you can
cross tab.

Survey Tip: if you know you will want to cross tab groups of respondents mentioned above,
youre going to want to keep that in mind when designing your survey. A simple question of
which do you preferdogs or cats? will make cross tabbing (and overall analysis) much
simpler once you have your results.

Dive deeper into your survey analysis by cross-tabbing results.

Consider the example below:

If you were to just to look at your overall results, you would find that 54% of respondents
said they may be interested in buying your product.

You have a hunch that there is a relationship between gender and intent to buy.

Since you took the above survey tip to heart, you included a question about the gender
of your survey respondents in your original survey, as well as a question about purchase intent.

To test your theory, you create a cross-tab report that filters by people interested in your
product and cross-tabs by gender.

What you (may) learn:

1.

While 45% of all survey respondents say they will definitely buy the
product, you see that there is a big difference between the purchase intent of female
shoppers compared with male shoppers.

2.

Women represent 66% of people interested in your product, while men

only represent 33%.

Once youve filtered for people who may be interested in your product, you can cross-tab for gender to see who you should target your
marketing towards.

How do I create a cross tab report?

In creating a cross tab, the question that you believe changes or affects the responses
to the other question, should be the column question. The question responses that are
being affected or explained, should be the row question. In the example above, the
theory is that gender affects likelihood of purchase, so gender is the column question.
Check out step-by-step instructions on how to create a cross tab report.
You can also apply a filter to a cross tab report. For example, in addition to analyzing
the relationship between gender and intent to buy in the cross tab above, you can add a
filter for age if you want to analyze that relationship only males and females between 18
to 34 years old.

What kinds of insights can cross tabs uncover?

For customer satisfaction surveys, find out:
How do satisfaction levels differ between repeat and first-time

buyers?
What is the relationship between how satisfied customers are and

whether they would recommend our product or service?

For employee surveys, find out:

How do employees in specific departments feel about our

company?
Is there a relationship between office location and satisfaction

[cross tab]? Does that relationship still exist when we control for length of employment? [apply
filter to cross tab]

For market research surveys, find out:

Is there a difference between mens and womens intent to

purchase my brand?

Does age affect my brand awareness?