Group 8

Steffi Mascarenhas

2013048

What Is Cross Tabulation in Marketing?

When analyzing raw data, cross tabulation — a table with columns and rows — helps marketers observe two or more variables simultaneously. Also known as contingency tables or cross tabs, cross tabulation divides raw data into subgroups to show how a dependent variable changes from one subgroup to another. Cross tabulation tends to be the most used method of data analysis in conducting market research and can uncover a relationships among variables that are otherwise unclear.

How it helps u analyze. 

Clear Display and Analysis

By displaying the variables and their elements in a table with columns and rows, cross tabulation makes data interpretable in a clear manner, which benefits the market researcher who is not statistically inclined. The table could, for example, contain demographic information such as age and gender. A simple cross tabulation of this information would be a two-column table with one column reserved for age and the other for gender. The researcher would then input all the information into this table and immediately be able to see the most prominent group — by age or race — who responded to his inquiry.

Gaining Insights

Because the cross tabulation method charts out information clearly, this method helps market researchers gain better insights concerning complex market phenomenon—insights that might be loss if other, more complicated methods of analysis, are used.

Clarity of Interpretation

The clarity of interpretation offered by cross tabulation helps marketers find stronger links between market research and market action. By spotting this, they can determine whether future actions in response to the research need to be curbed, continued or stopped.

Lessening Data Confusion

Raw data can be murky to interpret if it's charted poorly. The simplicity of cross tabulation allows a research to add a third or fourth column to a table, which provides more insight on the relationship among the variables without causing confusion.

                                                                                                    source of information

                                                                                                     http://smallbusiness.chron.com

                                                                                                                        Swapnil Shinde 2013050
                                                                                                                 
                                                                                                                        GROUP 8.
Cross-tabluation is about taking two variables and tabulating the results of one variable against the other variable. An example would be the cross-tabluation of course performance against mode of study:

	HD	D	C	P	NN
FT - Internal	10	15	18	33	8
PT Internal	3	4	8	15	10
External	4	3	12	15	6

Each individual would have had a recorded mode of study (the rows of the table) and performance on the course (the columns of the table). For each indivdual, those pairs of values have been entered into the appropriate cell of the table.

What does cross-tabulation tell you?

1. A cross-tabulation gives you a basic picture of how two variables inter-relate.
2. It helps you search for patterns of interaction.
3.  If certain cells contain disproportionately large (or small) numbers of cases, then this suggests that there might be a pattern of interaction.
4. In the table above, the basic pattern is what you would expect as a teacher but, at a general level, it says that the bulk of students get a P rating independant of mode of study.
5. What we normally do is to calculate the Chi Square statistic to see if this pattern has any substantial relevance.

                                                                                                         source of information
                                                                                                       http://www.csse.monash.edu.au