The Crosstab table needs interpreting to make sense out of the results of your query. First, lets look at what the numbers mean and then we will figure out what the data is telling us. For this Crosstab report we chose the survey question - Which brand of cola do you drink most often? and only selected the Coke and Pepsi answers.
Survey Question - Which brand of cola do you drink most often?
Sample: The number of people surveyed who meet both the column & row criteria.
Weighted: The projected number of adults (18+) in the US who meet both the column & row criteria. Expressed in thousands.
Vert%: Percentage of the column category that matches/agrees with/uses the row category. NOTE: If you place brands in columns, use the Vert% to compare different brands on the % of their business coming from the categories shown in the rows.
Horz%: Percentage of the row category that matches/agrees with/uses the column category.
Index: The likelihood of a target to meet a specified criteria, expressed in relation to the base of 100. Used to show how likely a consumer is to use a product, agree with a statement, etc. Numbers above 100 show MORE likely to use, buy, eat or wear something. Less than 100 shows LESS likely to do something.
Asterisk Notations:
* means projections are relatively unstable and should be used with caution.
** means results are from fewer than 30 respondents and are not be considered authoritative.