Using Cross-Tabs

This activity is designed to highlight the value of using cross-tabs to help analyze market research data.

In this exercise, you will start with the top-level results and then ‘drill down’ in the data through the use of cross-tabs. Hopefully you will find that, as you drill down, that more valuable information is uncovered.

Start by reviewing the hypothetical market See the full activity...

Reviewing a Multi-Attribute Model

In this exercise, your task is to review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).

In the survey (which uses hypothetical data), consumers have been asked to rank the importance of various attributes and then score the two firms for these attributes. The two responses are then … See the full activity...