Crosstab Software

Creating crosstabs is a standard procedure in any survey data analysis project. Crosstab is shorthand for cross-tabulation. A crosstab is created using software such as MarketSight that enables an analyst to create a table that contains one or more survey questions as the rows and one or more different questions as the columns.

For example, a table might contain in its rows the brands of different cellular service providers and the columns could contain different age groups. The intersection of each column and row would contain the percentage of the people surveyed who use a particular service and belong to a certain age group. See the example in the screenshots below.

MarketSight Crosstab

Crosstabs are critical for identifying differences between different segments of a population – potential market segments, constituencies, or targets for a particular campaign. Tests of statistical significance are often run on crosstabs to highlight which findings are most likely not the result of chance, i.e. most likely true for the population represented by the survey sample.

10 Common Questions about Crosstabs

Are crosstabs easy to set up in MarketSight?
Yes, all you need to do is drag and drop survey questions from the main list into one space for columns and another space for rows, and MarketSight does the rest. It formats the crosstab, automatically runs statistical tests, and prepares the table for charting, drill-down, and export to Excel or PDF. Creating a crosstab takes less than 10 seconds in MarketSight and best of all, once you create a crosstab, it can be viewed by your colleagues and clients instantly (if you want them to see it), because everything is hosted online on our secure web site.

Is there a limit to the number of crosstabs I can create in MarketSight?
There’s no limit to the number of crosstabs you can create. There’s also no limit to the number of datasets you can analyze in MarketSight. It’s an incredible value. Click here to learn more about different pricing options.

If I use Wincross, do I still need MarketSight?
If you want to collaborate with your colleagues online, you do. If you want to be sure you always have the latest version of the product, you do. If you want to share results with clients online, you do. If you want the most cost-effective, intuitive, online platform for analyzing survey data, you do. Wincross is a desktop application, which means you have to get a CD in the mail or download it from the internet and install it on your computer.

MarketSight is 100% web-based so you can access it from any computer anywhere in the world. It enables an entirely different level of integration with other solutions as well as collaboration with colleagues and clients. For most companies, MarketSight is also less expensive than Wincross. We think there’s really no comparison.

What kind of training is required to create crosstabs in MarketSight?
Very little, if any training is required. We do have lots of training videos built right into the product, but creating a crosstab is self-explanatory. You should be able to learn in a few minutes.

What’s the difference between crosstabs in MarketSight and crosstabs in SPSS?
First of all, MarketSight is considerably easier to learn and use than SPSS. Second, MarketSight automates the whole statistical testing process, whereas in SPSS, the analyst must have a solid understanding of statistics just to choose the test and then be able to read and interpret those test results – virtually impossible if you’re not a trained statistician. Finally, what you can do with a MarketSight crosstab – such as saving, exporting to PDF or Excel, charting and exporting to PowerPoint, is much more flexible and powerful with MarketSight.

Can MarketSight crosstabs have nested columns?
Yes. In fact, a single crosstab can contain both nested columns and non-nested columns.

Once I have a crosstab created in MarketSight, can I export it to Excel?
Yes, you can export to Excel or PDF with the click of a button, complete with all annotations for statistical significance.

Is there a limit to the number of rows in a MarketSight crosstab?
Practically speaking, there is no limit on the number of rows. There is a limit to the total number of cells, but it’s quite high (200,000 cells) and not likely to be exceeded in a single crosstab.

I’m not a trained market researcher, but I have to analyze data from our surveys and make recommendations to my team and management. Is MarketSight a good option for me?
MarketSight will be a very good tool for you because it does a lot of the heavy lifting for you without requiring any expertise in data analysis or statistics. Its unique design makes it accessible for new analysts and yet powerful enough for even the most advanced users.

MarketSight is also unique in that it enables you to generate client-ready or presentation-ready charts directly to your own PowerPoint template. No other application can offer that analysis and reporting capability in such an affordable and easy-to-use package.

Are there techniques other than using crosstabs that will help me analyze survey data?
There are many other techniques for analyzing survey data. A crosstab is one of the fundamental techniques is generally always used. In fact, crosstabs are useful beyond traditional market research and can be used to analyze almost any type of data. Crosstabs are almost always used in conjunction with statistical analysis to determine the level of certainty that the survey results are not the result of chance – a feature that is completely automated in MarketSight. Additional techniques for analyzing survey data not currently offered by MarketSight include conjoint and multiple regression analysis.