Cross Tabulation Analysis Explained
Including an Interactive Example
A cross tabulation (or crosstab) report is used to analyze the relationship between two or more variables. The report has the x-axis as one variable (or question) and the y-axis as another variable. This type of analysis is crucial in finding underlying relationships within your survey results. (or any type of data!)
Generally, survey results are presented in aggregate – meaning, you only see a summary of the results, one question at a time. Cross tabulation takes this one step further and enables you to see how one or more questions correlate to each other. This type of analysis can reveal a relationship in your data that is not initially apparent.
A Real World Example
If you were a store owner and asked the question "Do you like our products?" to customers, would the answers help improve your business? Of course! But without cross tabulation, it would be hard to gain further insights.
The data table below is from a sample survey in this scenario. You can see people generally do not like this company’s products. But does that tell the whole story? No, it does not!
Data table WITHOUT cross tabulation
Here is the same data below, but now we'll create a cross tabulation report with the respondents’ gender (asked in a prior question). A graph is also incorporated to better visually represent the data.
Walking Through the Example
Using above table, we can see the columns shaded in blue are the total survey responses. The question is asking if respondents' like the products at the store. This question has been cross tabulated, with age range from another question, which are shaded in green.
In the table, we can see that the total of the blue columns (47), matches the total of the green columns (47). All data has been accounted for and is properly separated by gender. Looking at the green shaded cells we can now look at the relationships in our data. We can see right away that it appears males tend to love the stores products and females tend to dislike the stores’ products. This result can also be seen in the graph above.
A feature unique to SurveyKing, is the ability to toggle response counts with response percentages. This makes your data table clean and easy to follow along with. You can also export this table to a spreadsheet at any time within the results section.
The Importance of Cross Tabulation
Only with cross tabulation, were we able to see that a younger age group liked the company's products. Without this, a marketing team might have seen the survey results and thought, "Wow our products aren't doing well, maybe we need to re-brand". But as it turns out, a specific age group did like their products, and the marketing team would now be able to focus on growing that customer base.
Clean, Useable Data:
Cross tabulation makes it simple to interpret data! The clarity offered by cross tabulation helps deliver clean data that be used to improve decisions throughout an organization.
Easy to Understand:
No advanced statistical degree is needed to interpret cross tabulation. The results are easy to read and explain. This is makes it useful in any type of presentation.
Common Uses of Cross Tabulation
The possibilities of cross tabulation are endless. Here's a few examples of common uses on SurveyKing.
HR Directors and Managers
Conducting employee engagement, employee satisfaction, and exit interview surveys, can identify problem areas in specific departments or job roles. Along the same line, managers can send surveys to customers to gauge customer satisfaction, and make improvements by department or region as needed.
When sending course and instructor evaluation surveys to students, administrators will often cross tabulate results with class subjects, the time of the class, and other metadata to discover weakness in curriculum to improve the education experience for students.
Market and Product Researchers
Conducting any type of satisfaction or feedback survey can be cross tabulated with metadata / demographics as shown in the prior interactive example. The results provide clean actionable data used to improve products and guide the focus of marketing campaigns.
Getting Cross Tabulation Set Up in SurveyKing
From the results screen click on "Segment Report". This will bring up a screen where you can choose the segments you want to look at for the report. Choose from the dropdown the criteria question you want to compare. Select your answer choice then click "Add Segment".
This segment will now be shown on the left-hand side of the screen. When you have added all segments you wish, simply click the "Create Report" button.
Compatible Survey Questions
At this time only certain questions are compatible with this report type. We are working to improve our reporting capabilities.