Cross Tabulation

In Microsoft Excel, cross-tabulation is a powerful tool to obtain accurate data sets that can be used to improve your business operations. In this article, we will consider a couple of examples of how cross-tabulation can benefit your business. In the meantime, mTab is an expert in data analytics, and we help organizations interpret data and make the best market decisions.

What is Cross-Tabulation?

Cross-tabulation is a method of quantitatively analyzing the relationship between multiple variables. It is usually performed on categorical data and is useful for analysis, such as deep market research. It can help with spotting trends, patterns, and probabilities within a data set.

For example, in Microsoft Excel, you can show the commercial details for several product categories at once. Details can be displayed across payment methods, region, price, units, sales, and other data sets. Perhaps you want to find out which is the most profitable product category and which is the preferred method of payment for your customers.

First, you will select all of the data you wish to compute. Then, in the Insert tab in the ribbon, you'll click on 'Pivot Table.' In the dialogue box, you will leave everything set to its defaults. A pane will then open to the right of your current window. Pivot tables can correlate different variables row-wise, column-wise, or value-wise in either table or chart format.

How to Use Cross-Tabulation?

To use an example; you can check on 'Payment Method,' 'Product Category,' and 'Sales.' You'll move the Product Category into the Columns field. The pivot table will show you which product is the most profitable category and which method of payment is most preferred by your customers.

To give you another example of how cross-tabulation works in Microsoft Excel, you'll go back to your original data and create another pivot table. Perhaps this time, you'll want to find out which product sells the most units and also, what the preferred payment method is of your customers. Again, you'll check the 'Payment Method' and 'Product Category' boxes, but this time, you'll use 'Units' as the value.

By default, the value is set to 'Sum of Units.' If you want an actual count, you'll go to the values dropdown menu and choose 'Value Field Settings.' In the dialogue box, you'll change it from 'Sum' to Count. The resulting data will show which product sells the highest number of units and which is the most commonly preferred method of payment.

What are the Benefits of Cross-Tabulation?

The benefits of cross-tabulation is that can be used to eliminate confusion when interpreting critical data. Also, it is helpful when used to derive innumerable insights from data, and it offers data points to chart out your course of action.

Contact mTab

If you would like to learn more about the services we offer, contact mTab today. We can help you create a single source of truth for your market data with 100% accuracy.

Cross Tabulation

Related Post

Customer Journey Mapping

Whenever you are customer journey mapping, it's always good to start with a pen and paper workshop. If possible, add in your clients/customers and departments to your workshop. mTAB has journey map templates you can use for free if you'd like. Now, let us share several important steps to include when building out a journey map for your customers.

1. Choose Your Scope

Journey maps might contain varying scale and scope. Some will contain a high-level map that shows the end-to-end experience. Others will be more detailed maps focusing on one step of a higher-level journey; or detailed and step-by-step descriptions of micro-interactions. Let's take the case of a mortgage loan in this example.

A journey map of a mortgage loan experience could show up to twenty or thirty years of experience, showing everything from what it's like looking for a house, contract signing, occupying the home, and making continuous payments on mortgages. Another journey map can zoom in on just one of these steps and illustrate the experience of searching and comparing mortgage loans.

Yet, another journey map can focus in on even more detail and show an hour-long consultation. The most important thing is to decide just how far you want to zoom in or out at the outset of your customer journey mapping.

2. Choose a Persona

You will need to select the main character for your journey map. Indeed, every good journey map is centered around a single, primary persona, which could be a group of clients/customers or even employees. Some journey maps are more comprehensive than others and incorporate different perspectives into one map.

An example would be comparing different groups of customers and experiences versus those of your employees.

3. Steps

Your steps are the different experiences your main persona has. This can include their interactions with other people or machines or a digital interface. However, steps can be activities too. For example, walking, parking, or waiting. The number of specifics that go into each step will be contingent upon the total scale of your customer journey map.

To begin with your steps, you should consider what the most important part of your experiences is. You will want to think about what happens before the experience and what follows. Doing so will help you to move forward and build out each step.

4. Lanes

It's always possible to add as many journey lanes to your map as you want. Lanes can help to analyze the various parts of the experience.

As an idea; you can add images below each step for the sake of providing a visual depiction of what is happening along the journey map. Otherwise known as a storyboard, these kinds of lanes with images can be very helpful in creating your customer journey map. Other people choose to use additional text to describe each step further.

Another kind of lane that helps the journey map is an emotional journey lane, which helps to analyze the emotional experience.

If you'd like to learn more about customer journey mapping, contact mTAB today.

Cross Tabulation Analysis

Are you using cross tabulation analysis in your business? If not, then you are missing out on a big opportunity to analyze highly-pertinent data regarding your products, services, and customers. The data collected from cross tab analysis can play a large roll in the direction you take your business.

mTab is a market research and survey analysis firm that uses the best tools and technology in the world to provide our clients with better and faster insights. We'll integrate all of your data and market research on a single platform, configure it, manage it, and help you extract as much information from it as possible that can be used to guide your business.

How to Use Cross Tabulation Analysis for Your Business

When we're trying to make sense of the complex world around us, we often rely on data. At a basic level, data allows us to look at descriptive statistics about variables. We could look at a variable like this following poll question: Do you approve or disapprove of the way President Trump is handling his job?

A simple statistic might look at a percentage who said they approve. That single number is what we call 'Approval Rating.' You often hear this term tossed around among politicians and cable news networks. This number is important to them because it allows them to assess change over time. However, someone might also care how approval varies by group.

For instance, they might want to compare the level of approval among men and women, minorities and non-minorities, different age groups, and other demographics. This is where cross tabulation analysis comes in handy!

What are Cross Tabulations?

Cross-tabulations are also known as contingency tables. Cross tabs rely on categorical data. Cross tabs show how one variable differs based on another variable. And for this, we are all fortunate!

Suppose we have a survey of 200 people - 100 men and 100 women. We want to know how genders differ by how they perceive the president. A cross tab would provide a summary of the distributions of both variables. From this table, we can concentrate on four new numbers:

1. The number of women who approve of the president: 43
2. The number of women who disapprove of the president: 57
3. The number of men who approve of the president: 51
4. The number of men who disapprove of the president: 49

From these raw values, we can calculate further pertinent information. Let's consider row frequencies.

We calculate row frequencies by dividing the number in a cell by the total for that cell's row. For instance, if 51 men approved out of 100 men, total, then that cell's row frequency would be 51%. Now we have a valuable number to put into a sentence. The same can be done for every cell within the table.

Other valuable statistics derived from cross-tabs include in-column relative frequencies, expected frequencies, and Pearson's Chi-Squared Test. Now, the world is a complicated place. Fortunately, science helps us to understand it, and now you understand one of science's very simple yet very powerful tools - cross tabs.

We welcome your comments!