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.
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.
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.