market research, analysis, cross-tabs, insights
Review the activity below or download the PDF student worksheet
- Student worksheet: Using Cross-Tabs
- Instructor Solutions (Members Only): Using Cross-Tabs = Solutions
Student Discussion Activity
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 (and potentially market insights) are uncovered.
As you can see, there are two behavioral questions presented below:
- Do you like Pepsi Max? (Yes or no)
- How often do you buy it? (Daily, weekly, sometimes, never)
We have also captured two demographic variables:
- Gender (Male or female)
- Age group (Under 25 years, 25-44 years, 45 years and over)
For each of the two questions, we have included the overall result (all respondents), and then cross-tabulated results – first by gender and then gender and age combined.
As we include more variables in the cross-tab, we are “drilling down” and providing more depth to the analysis. This would be a standard analytical approach for marketing research survey and the analysis of customer databases.
Pepsi Max Survey Results
Download the above table in spreadsheet form to provide to students (optional): Pepsi Max
Student Discussion Questions
- Look at the results for ‘all respondents’ first; what do the responses indicate?
- Now look at the results for ‘all males’ and ‘all females’; what does the data suggest now?
- Finally, review the results by gender and age combines; what information can now be obtained?
- In what ways does the information obtained vary as the cross-tabs are added?
- Which box above, do you think provides the most valuable information? Why?
- What are the advantages and limitations of using cross-tabs to analyze market research data?
- Run Cross-tabs in Excel (Free Template Tool)
- Defining Market Research Terms
- Using Market Research Results
- Should We Conduct Market Research (Test Marketing)?