arrow and select a market from the list for which you have access to Scarborough, Scarborough Mid-Tier, or Retail Direct data.The Crosstab report allows you to define multiple unique groups of people based on qualitative criteria, and compare these groups to each other to discover duplication between each. The Crosstab report is a tool to analyze a large number of measures against each other, and is also a valuable source for uncovering duplication between targets.
The Crosstab report allows for comparison of a much larger sets of data than a profile. You can select up to all available rows and up to 50 columns in one report. Because of the large amount of data, this report can take longer processing times and can only be viewed as a spreadsheet export. On screen Table, Graph, and Pop/Intab views are not available. If you prefer a smaller report that can be viewed on screen and printed as a PDF, use the Target Profile report.
The Crosstab export contains multiple tabs:
• All Estimates - This is the first tab of the Crosstab export. This tab displays every selected estimate in a single view. Row criteria are repeated to show every estimate for each row criteria.
• Single Estimate views - The remaining tabs each display a single estimate so only one estimate appears for each row criteria. Single estimate views appear for each of the estimates that are selected from the estimates dialog. The following is a list of available estimates with definitions in a Crosstab report:
• Target Persons: Represents the number of people who meet both these criteria: The Column’s criteria (listed above) and the specified Rows’ criteria (listed directly to the left).
• Persons not in Target: Represents the number of people who fulfill both these criteria: Meet the Rows' criteria (listed directly to the left) and do not meet the specified Columns' criteria (listed above).
• Coverage: Of the total demographic population (qualitative population if you are using qualitative criteria) that meets the Rows' criteria (listed directly to the left), this estimate represents the percentage that also meets the immediate Columns' criteria (displayed at the top of the table).
• % of Target (Comp): Of the total demographic population (qualitative population if you are using qualitative criteria) that meets the Columns' criteria (listed above), this estimate represents the percentage that also meets the immediate Rows' criteria (displayed to the left).
• Index: The likelihood of those people who meet the current Rows' criteria (listed directly to the left) and the current Columns' criteria (listed above).
• Respondents: Represents the number of respondents who meet both these criteria: The Column's criteria (listed above) and the specified Rows' criteria (listed directly to the left).
• Other estimates displayed in Crosstab exports are:
• Total Persons: Represents the total number of people who meet the Rows' criteria (listed directly to the left), regardless of whether they do or do not meet the immediate Columns' criteria (listed above).
• Headline Totals: The total number of people who meet the Columns' criteria (listed above), regardless of whether they do or do not meet the Rows' criteria (listed on the immediate left).
To create a Crosstab report:
1 Create the report:
• Select the Research tab, and then select the Radio sub-tab.
• Click the arrow and select a market from the list for which you have access to Scarborough, Scarborough Mid-Tier, or Retail Direct data.
• On the Qualitative Reports section, at the top of the Radio sub-tab, select the Crosstab check box.
• Click Generate Report.
2 Select a qualitative survey.
The Crosstab report requires qualitative data from Scarborough, Scarborough Mid-Tier, or Retail Direct. If more than one qualitative data source is available, the application lists the available surveys on separate tabs - one for each qualitative data source.
3 Select a demo.
• Select the gender and age range.
• Click check boxes to change the ethnicity settings.
The default is All. Click the All check box to clear it and select other ethnicity combinations. If you limit the ethnicity and there aren't enough respondents Tapscan alerts you with a message.
• Optionally, type a name and click Save to keep your selections as a favorite.
• Click OK.
4 Select the target audience.
• Click the QualCategory: WHO do you want to look at? link.
You can select criteria to define your target (WHO). If qualitative criteria are selected, the Crosstab comparison will be limited only to those people who first meet the qualitative criteria. People who meet either or both of the Column and Row criteria will then be extrapolated from that group. This may, at times, cause the respondent count to be depleted to an insufficient level.
You can also run the Crosstab without a WHO and base the report on the demo and geography. Use the Run Report Without a WHO or Clear My Current WHO button to remove any selections. If qualitative criteria are not selected, you will be analyzing the total population, thus giving you a broader analysis of duplication between the columns and rows. This is because the Column and Row respondents include ALL the people of the geographic universe who meet either or both the criteria.
• Select items from the Category, Question and Answer boxes:
- You can highlight categories, questions, or specific answers.
When you highlight a single category, all questions associated with that category are automatically displayed in the Questions list. When you highlight a single question, all answers associated with that question are automatically displayed in the Answers list.
- Click the Add Selections button to add your selections to the selected box below.
• Click OK to save your choices.
5 Select columns for your report.
• Click the Columns*: Columns link.
• Select items from the Category, Question and Answer boxes:
- You can highlight categories, questions, or specific answers.
When you highlight a single category, all questions associated with that category are automatically displayed in the Questions list. When you highlight a single question, all answers associated with that question are automatically displayed in the Answers list.
You can remove individual items by clicking the 
after the item. At least one selection is required to create the report.
• You may optionally save your selections as a favorite for future reuse.
• Click OK to save your choices.
If you receive a message that your report exceeded the maximum limit of columns, you must reduce the number of column selections in order to process the report again. Columns are limited, but you may select all available categories as rows as explained in the next step.
6 Select rows for your report.
• Click the Rows*: Rows link.
• Select rows for your report using the same process used to select columns. Refer the previous step.
- Or, click the Add All Categories button at the bottom of the dialog to select all categories, questions and answers.
• You may optionally save your selections.
• Click OK to save your choices.
7 Optionally, change the selected estimates.
• Click the Estimates link.
• Move estimates between the Available and Select lists to define your set of selected estimates. Your export contains a tab for each selected estimate.
You can't reorder estimates in this report.
• You may optionally save your selections as a favorite for future reuse.
• Click OK to save your choices.
8 Change other parameters as desired. See Related topics... for more information.
9 Click Apply Changes.
• The system regenerates the report. If you are running a large report, the report may take more time to render.
• When the report is ready, the message appears: Click here to export or click Export to spreadsheet option in the menu to view your Crosstab report.
Click the link in the message or click the Export option in the menu bar to export the report to a spreadsheet.
Related topics...