Webinar Cross-Tabulation: How to make actionable business decisions
  • John Oppenhimer, Research & Community Manager QuestionPro

Have you ever wanted to offer or promote a new product or service, and asked the question, 'Do you want to buy this?' to your customers? While their responses would help you and your business, you need further insights to measure that level of interest, especially when considering all of the different types of customers you have. Additionally, reviewing and analyzing that raw information can be daunting. You know that you can develop multiple themes and outcomes while reviewing the data, but how can you translate your data into outcomes, and outcomes into theory? How differently will one audience group about your product or service compared to another? What are those differences exactly?

Cross-tabulation allows you to measure the interaction between two questions (variables). The table will only show respondents that answered both of the questions, meaning the frequencies shown may differ from a standard frequency table.

Join John Oppenhimer as he unveils the power of cross-tabulation and how this research model will help you identify the patterns, trends, and correlations you need to maximize output for your business.

  • doneThe benefits of cross tabulation
  • doneThe difference between crosstabs and banner tables
  • doneHow to find patterns, trends, probabilities, and create predictive models
  • doneExamples of brands using this effectively with QuestionPro


Speaker: John Oppenhimer, Market Researcher & Community Manager, QuestionPro

Top questions & answers from this webinar
Q: Do crosstabs help draw linear conclusions between data?

Answer: Yes they do - the main purpose of crosstabs is to identify and compare data between multiple variables. By running this report, you’re able to identify whether or not two variables (the question and the banner) are related, and if so, where in the data do those discrepancies exist.

Q: Will the longer banners be downloadable? How many columns can be included in each banner?

Answer: Yes - any and all Crosstabs you build are available to share via Report Link as well as available to download as PDF and Excel files.

Q: Can you change the order of the items in the columns?

Answer: There is no way to directly change the order of the columns or the set of columns (variables). Every question that you add to the rows or the columns will appear at the bottom or to the right of the last one that you added. By removing and then adding questions/variables back in, are you able to re-order them.

Q: What's the smallest number of respondents in a group for a cross-tab analysis?

Answer: There is no exact numeric cutoff for audience groups to be used in Crosstabs. It will certainly depend on the discrepancies, or the significance, of the data between two or more audience groups. Running advanced analytics however (e.g. chi-square, p-value, columns proportions test) will help you determine if data is significant or statistically meaningful. Unless your study is more qualitative research than quantitative, be diligent about using audience filters that only contain 50-100 respondents, and anything less than that is frowned upon to use in cross-tabs and to compare to other audiences.

Q: How do you use Crosstabs for MaxDiff?

Answer: MaxDiff data would appear the same way it would for standard multiple-choice question types. First, the most preferred and the least preferred options would be split out into their own tables to use as rows. And then you can use the variable that you’d like for the columns and be able to compare the number and percentages of options selected in the exercise.

Q: What is the best data analysis method for a mixed-methods exploratory research design?

Answer: If you’re combining quantitative and qualitative research, make sure the same variables you use in Cross-Tabulation come into play when you’re generating or evaluating qualitative data. For example, say you’re running crosstabs on different company sizes: Startups, SMBs, Enterprises. Make sure to include that variable (company size) to pull out key quotes so you know who from each audience group had responded about a specific question (*all of this data is included in our raw data of our excel downloads).

Q: How does weighting and balancing work with crosstabs?

Answer: Weighting and balancing does not affect crosstab. Cross-Tabulation can only be run on initial findings and data, and cannot be adjusted within this section of the platform. Though it can be applied from the main analytics dashboard when you want to filter in on a particular audience group.