Cross tab analysis

Use Cross tab analysis to deliver better insights

A cross tab report shows the relationship between two or more survey questions. It will uncover new survey relationship insight and show you how different groups of survey respondents answer your questions. It also represents the grouping of survey responses into each possible pairing of answers to survey questions. When 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.

The key to a cross tabulation analysis is to know your purpose. The part of the audience that is most important to you is the one you look at (cross-tab) across the entire survey. Take the example of a food product survey. Let’s say you build a cross-tab because you want to know how many people thought the product had too much strawberry taste AND that it was too red—by knowing the purpose of your analysis going in, you can build a fast and useful report to output as an illustrative graph.

Use Zoomerang cross tab analysis for survey results and the analysis of significant relationships

Zoomerang has an easy to use cross tab analysis feature that will show you a survey results matrix and enable you to view the distribution between two variables. Paid Zoomerang subscribers can cross tabulate up to five items per column and unlimited items per row.

Consider this example: 45% of respondents said they would definitely buy your product. You suspect that there is a relationship between gender and the intent to buy. To test your hypothesis, you put the gender question in the column of your cross tab and the intent to buy question in the row.

You discover:

• While 45% of all survey respondents say they will definitely buy the product, you see that there is a big difference between males’ and females’ intent to buy.
• Men are twice as likely as women to say they will definitely buy the product; 60% of males say they definitely will buy compared to 30% of women.

6 Types of Questions You Can Answer with Cross Tabs

For customer satisfaction surveys, find out:

1. How do satisfaction levels differ between repeat and first-time buyers?
2. What is the relationship between how satisfied customers are and whether they would recommend our product or service?
3. For employee surveys, find out:
   How do employees in specific departments feel about our company?
4. 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]
5. For awareness and usage surveys, find out:
   Is there a difference between men’s and women’s intent to purchase my brand?
6. Does age affect my brand awareness?