Chapter 5 · Data Analysis: A Concise Overview of Statistical Techniques · Slide 177/274

Cross-Tabulations

Cross-tabulations summarize the joint distribution of two (or more) discrete variables in a table.

5.1.4 · Cross-TabulationsWhat & Why

Cross-tabulations summarize the joint distribution of two (or more) discrete variables in a table.

They help analyze the relationship of one variable (e.g. brand loyalty) with another (e.g. gender).

Each cell represents a combination of the categories.

Typical questions a cross-tabulation answers:

How many brand-loyal consumers are men?
Is the usage frequency (high, medium, low) of a product related to outdoor activities (often, sometimes, rarely, never)?
Is familiarity with a new product related to age and level of education?
Is ownership of a product related to income (high, medium, low)?

QUESTIONSTAR · Dr. Paul Marx177 / 274