A guide to understanding terms used in crosstab and interpreting the data
Abbreviations in Survey Questions
M.O. = Most Often: This term is related to brand use. A group of respondents may indicate that they use Dannon yogurt most often. This response does not tell you if the respondents use other brands as well.
Also = Also Used: This term is related to brand use. A group of respondents may indicate that they use Dannon yogurt most often, but may also use Yoplait.
H.H.= Household
Code Box
AND: Must have both variables. The target audience is women AND 25-49 years old.
OR: Must have at least one variable. The target audience is women OR 25-49 years old.
XOR: Must have one variable only. The target audience is either women or (XOR) 25-49 years old.
NOT: Must have only the first variable. The target audience is women NOT 25-49 years old.
Interpreting Crosstab
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.
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).
Index is 143: Women are 43% more likely to have eaten Muller yogurt in the last 30 days.
