Research Guides
The top Simmons Catalyst link provides access to a Simmons video on how to set up a Simmons project. The bottom Simmons Catalyst link is to library guide which walks through the steps to set up a project and interpret a cross tab.
How to Read: With Base, HH Variables, Population Weight
Base: A more focused universe from which you select your target. All measures are within the context of the chosen universe or filter:
Total adults in a HH using ground coffee in the last 6 months.
Unweighted: The number of people surveyed who meet both the column & row criteria.
There are 392 Boomers living in a household where Café Bustelo was consumed in the last 6 months.
Weighted (000): Expressed in thousands, the projected number of adults (18+) in the U.S. who meet both the column & row criteria.
There are 1.9MM Boomers living in a household where Café Bustelo was consumed in the last 6 months.
Vertical %: Percent of the column reached by the row.
Of Boomer Adults who live in a HH with ground coffee, for 4% [of them] Café Bustelo was
consumed in the last 6 months.
Horizontal %: Percent of the row reached by the column.
Of HH that consume Café Bustelo, 22% [of them] contain a Boomer Adult.
Index: The likelihood of the target to meet a specified criteria, expressed in relation to the base.
Boomers are 26% less likely to live in a HH where Café Bustelo is consumed than total households that consume ground coffee.
** The following uses an older platform, but still will work in how to read a cross tab
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 this as follows:
In other words, 7.8 percent of people surveyed who are very interested in NFL football said that they eat at Cracker Barrel the most.
For reading the horizontal percent in a cross tab, we read from left, across to the horizontal percent, then up to the comparable variable in the row. In this example we would read this as follows:
In other words, 17.9 percent of people surveyed who said they eat at Bob Evans the most are also very interested in Major League Baseball.
