Have you ever wanted to take your survey data and discover patterns and relationships among your audience, but are not sure how to reflect them on paper? Survey researchers and managers need to understand the “numbers” or data before claiming that the research conducted was successful in providing results applicable to business. What is cross tabulation?
The problem is that the raw data that is initially obtained does not provide that by itself and can even be discouraging and misleading to review.
The first question that is asked when starting a market research is: “Does my audience want to buy this product or service?” But you also have to consider all the different types of clients that represent your audience.
Brands classify their customers based on demographics, psychographics, and various shopping behaviors and trends.
You know there can be multiple different themes and results, but how can you translate your data into results, and beyond into theories? How do you find those relationships? How different will one audience group feel towards one product or service than another? What specifically are those differences? What is cross tabulation?
What is crosstabulation?
When conducting a survey report , you first have the basic frequency analysis or the “general” perceptions of the respondents who completed it, which gives you a general impression of what your “general” audience is thinking and feeling.
For example, you will see what percentages of your total audience selected each answer to a question. And you can review the demographic representation of the total audience participating in this study.
While helpful, this generally does not meet the perceptions or grand goal that you initially sought for this study; more data mining and deeper analysis are needed. What is cross tabulation?
The cross tabulation or cross tables is a complete breakdown, and a statistical model that is displayed in the form of banners or tables, composed of rows and columns.
What these tables do is allow you to analyze and measure the interaction between two variables. The rows (or the x-axis) present the questions and their different answers in the survey. At the same time, the columns (or the y-axis) represent the variable (s) you want to compare with (* sometimes this can also be based on a survey question).
This makes it easy to identify different patterns, trends, and correlations between the parameters within your study, whether or not they are mutually exclusive.
Crosstabulation allows you to go beyond the raw data and see how one or more questions (or variables) correlate with each other.
It also takes data that appears to have several possible outcomes and helps you “focus” on a single theory by drawing these trends, these comparisons, and these correlations between the different factors in your study. What is cross tabulation?
Features of cross tabulation
Crosstabulation can be applied to the following types of segments as variables:
- Demographic Segmentation : Compare your survey results by dividing your audience by age, gender, family income range, ethnicity or background, and location (country, region, state / province, campus, etc.)
- Psychographic Segmentation : Will you be able to segment your audience based on individual attitudes towards an entity? What do they value, or what is it that personally gratifies them? What actions do they take to express their values or their attitudes?
- General buying behaviors : Does your audience prefer to buy your product or service online? In the shop? A combination of both? Who in your audience maintains their brand loyalty and is willing to buy a product or service from multiple brands?
Additionally, crosstabulation supports all of these question types:
- Multiple choice questions (both single and multiple)
- Drop-down menu questions
- Matrix type question
- Classification or Likert Scale questions
- Net Promoter Score (NPS)
- Conjoint analysis
- MaxDiff analysis
Finally, crosstabulation can be applied to different types of quantitative data such as nominal, ordinal, interval, and proportion scales. What is cross tabulation?
Uses of crosstabulation
Cross tabulation is used between professionals from different industries. Among the most common are the following:
Market Researchers / Product Researchers / Customer Satisfaction Managers
Through product / service satisfaction and feedback surveys, the use of metadata and demographic data, cross-tabulation provides actionable results to improve products and guide the focus of marketing campaigns.
A customer satisfaction survey helps managers and researchers identify areas for improvement within a department or region of the company. What is cross tabulation?
Members of the education sector can send surveys of courses and workshops , or online exams to evaluate students, and use variables such as subjects, class time, etc.,
The goal of this is to uncover any weaknesses or setbacks and enhance the educational experience.
Any industry can use crosstabulation. This tool is essential for the Human Resources team and managers
With cross-tabulation it is possible to conduct employee satisfaction surveys , job engagement , and even employee exit surveys to identify areas of conflict or items that need improvement in specific locations in the office, departments and jobs.
Advantages of crosstabulation
Cross tabulation allows you to draw correlations between variables. For example, looking at the percentages, it can be determined that “this younger audience is more interested in a new product than the older audience.” What is cross tabulation?
Besides that you can find these correlations, it is simple and easy to interpret the data without any advanced statistical degree.
The crossovers will help you avoid any confusion you may have when reviewing the raw data, especially since it cannot be fully understood for presentation. Even if you dared to test the raw data, it could only observe or infer the data you are reviewing.
You might notice that many 35-year-old customers are interested in a new product or service. But at the crosshairs, you have definite insights that say, “75% of customers 35 and younger are interested in a new product or service.” So not only is the data quantifiable, it is also relative or comparable.
Lastly, crosstabulation helps deliver clean data that can be used to improve decisions throughout the organization. By having quantifiable and comparable data readily available, you will ask the appropriate follow-up questions. What is cross tabulation?
As a result, you will be able to drill down into the data and find more interesting insights and anomalies, either through audience filters or through custom variables, based on other survey responses or other profile data that you have stored on the platform.
In general, crosstabulation helps translate your data into results and results into theories. Not only does it improve the data and findings you have, but it enables you to better and more fully understand what additional research data you need to seek and determine.
The more familiar you are with crosstabulation in your research, the more familiar you will be with the analytical processes, the better you will understand the data you need to search for, the more you will be able to guide your business towards relevant results, and the more you will be able to profit from your company.