Reading the Crosstab Report - Example using Arizona brand and males age 18-34
Sample: The number people surveyed who meet both the column and the row criteria.
In our example, there are 1,234 males (18-34; weighted to 35 million) that responded they have consumed Arizona most often.
Please note: Pay attention if you see and asterisk or double asterisk. These indicate unstable projections due to low response and should be used with caution.
Weighted (000): Expressed in thousands, the projected number of males (18-34) in the U.S. who meet both the column and row criteria.
In our example, there are 5.9 MM that have consumed Arizona most often.
Vertical %: Percent of the column reached by the row.
In our example, of all males (18-34) in the U.S., 16.9% of them have consumed Arizona most often.
Horizontal %: Percent of the row reached by the column.
In our example, of respondents who have consumed Arizona most often, 21.3% of them are males 18-34.
Index: The likelihood (compared to the total population) of the target to meet a specified criteria, expressed in relation to the base. 100 = average. The higher the number, the better the target population is for that product. For example, 100 is middle – 127 is more likely, 79 less likely. Anything between 90 and 110 is considered flat. Anything less than 90 or larger that 110 is considered significant.
In our example we say, males (18-34) are 45% more likely to have consumed Arizona most often than the U.S. adult population overall. You also flip the Column and Row criteria and say, those who have consumed Arizona most often are 45% more likely to be male compared to the total U.S. adult population.