Understanding the SurveyGizmo Cross Tab Report

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Have you seen the new SurveyGizmo Cross Tab Report? It looks a little different than our old Cross Tab Report, so I wanted to take the time to explain it.

A Crosstabulation, abbreviated as Crosstab or Cross Tab is a comparative analysis tool that displays information in a two-dimensional grid. Cross Tab reports show data in a table format, where the intersections of the table columns and rows present comparative data.

The SurveyGizmo Cross Tab report has four data elements presented; the Count, the Horizontal percentage (h%), the Vertical percentage (v%), and the Index.

The Count is the total number of respondents that answered both of the questions that are being crosstabbed. Please reference the orange circled box in the included example Cross Tab. The number, or count of respondents that selected the color Red as their favorite and the flavor Butter Pecan as their favorite ice cream is 9 respondents. The count gives you a base for which all of the calculations about the corresponding data is based on.

The way that I like to to interpret the Horizontal (h%) and the Vertical (v%) percentages is to imagine that I have a ping pong ball with the word “OF” on it. I move the ping pong ball to the appropriate location to help read the percentages. With our example, in the orange circled box for the h%, I would put the ping pong ball to the left of the word “Red” and read the crosstab horizontally as, “Of respondents that selected Red as their favorite color, 40.9% say that their favorite ice cream flavor is Butter Pecan”. And for the v%, I would move the ping pong ball above the words “Butter Pecan” and read the crosstab vertically as, “Of respondents that selected Butter Pecan as their favorite ice cream flavor, 34.6% say that their favorite color is Red”. Another way to think about this information is, with our example, the h% tells us something about the respondents whose favorite color is Red (40.9% say their favorite flavor is Butter Pecan) and the v% tells us something about the respondents whose favorite ice cream flavor is Butter Pecan (34.6% say that their favorite color is Red).

The Index represents the likelihood for the respondent to have selected both of the crosstabbed responses. In our example, respondents are 57 percent more likely to favor the color Red and Butter Pecan ice cream. If the Index is less than 100, then the respondents are seen as less likely. For example, with the color Yellow and flavor of Cookies and Cream (circled in blue), respondents are 26 percent less likely to favor both of these items.

So that is how to read our Cross Tab Report. If you want to learn more about Cross Tab Reports and other exporting options, please sign up for the Reporting: Exporting and Analyzing your Data Webinar. Happy analyzing!

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