After you click on the arrow at the top right to run your crosstab, you will have a page with your data.
3A. Private Eye
The Private Eye view is the easiest view for sorting the data.
- Click on Chart Type
- Click on Private Eye View
3B. Understand the Data
- First four "Total" columns on the left: Everyone who was surveyed.
- Sample: The number of people who took the survey who meet both the row and column criteria.
- Of the people who took the survey, 131 people are women who have eaten Muller yogurt in the last 30 days.
- Weighted: Expressed in thousands, the projected number of people in the U.S. who meet both the row and column criteria.
- Of all the people in the U.S., 1,190,000 are women who have eaten Muller yogurt in the last 30 days.
The most important pieces of data are the Vertical, Horizontal, and Index.
- Vertical: Percent of the column reached by the row. Higher percentages in the vertical means the target audience is very into the item in the corresponding row.
- Of all the women in the United States, 1% of them have eaten Muller yogurt in the last 30 days.
- Horizontal: Percent of the row reached by the column. Higher percentages of the horizontal means your the item in the row is made up of more people from your target audience.
- Of all the respondents who eat Muller yogurt, 73.9% are women.
- Index: The likelihood of the target to meet a specified criteria, expressed in relation to the base (100=average).
- Women are 43% more likely to have eaten Muller yogurt in the last 30 days.
Any data with a * next to it means the data is unreliable. Check with your instructor to see if you can use the data.
3C. Focus on the Index
The index shows the likelihood of the target to meet a specified criteria which is the row when compared to the base.
- Find your target audience data and click on Index to sort the indices from largest to smallest.
- Numbers closer to 100 means the the target audience is average to the base.
- In this example, the base was empty so we are comparing the target audience is the average American adult.
- Any number over 110 means the target audience is more likely to exhibit the behavior in the corresponding row than the base. The higher the index, the more likely the target exhibits the row. The index can also be expressed as a percent by subtracting 100 from the index.
- Any number below 90 means the target audience is less likely to exhibit the behavior. The lower the index, the less likely the target exhibits the row.
- Column: Women
- Row: Muller yogurt eaten most often in the last 30 days
- Index: 143
- How to write the data: Women are 43% more likely to have eaten Muller yogurt most often in the last 30 days than the U.S. adult population overall.
3D. Highlight and Filter Data
To color-code data or filter data, above the rows, click on the funnel with a plus sign.