Reading the Vertical Percent
For reading the vertical percent in a cross tab, we read from top (1), down to the vertical percent (2), then left to the comparable variable in the row (3). In this example, we would read as follows:
1. Of those people in the survey who said they used Revlon brand eye pencil,
2. 21.6% of them
3. Were between the ages of 18-34.
Reading the Horizontal Percent
For reading the horizontal percent in a cross tab, we read from the left (1), across to the horizontal percent (2), then up to the comparable value in the row (3). In this example we would read as follows:
1. Of those people in the survey who said they are 18-34 years of age
2. 1.7% of them
3. Said they use Revlon brand eye pencil.
.
Using the Index
The index measures the likelihood that respondents meet the criteria for the column and the row compared to the U.S. population.
Indexes can be understood as they relate to the number 100.
- An index of 175 means that survey respondents are 75% more likely (175-100) to use a product or brand compared to the rest of the base (which by default is the total adult population of the United States).
- An index of 75 indicates that the likelihood of using a product or brand is 25% less than the average (100-75).
- If the index is close to 100, it shows that usage is not much different than the rest of the population.
