Excel data tables tend to be the standard output for results of consumer market research. If you’ve struggled to interpret data tables that you’ve received back from a market research agency, you’re certainly not alone. Although reading this type of data has become second nature to us at Sapio Research, it’s easy to forget that this isn’t the case for everybody.
Consequently, we decided to create a quick tutorial to run through the basics of reading excel data tables. Check out the video below for advice on how to read tables at an overall level. We suggest expanding the video to ‘full screen’ to make the most of it!
Wondering how to read cross breaks in Excel data tables?
Cross breaks, also known as cross tabs, allow you to compare the results of a survey between two or more groups of people. For example, you may wish to compare how men have answered a survey question compared to women. These types of breaks can be found running horizontally across data tables.
Our video guide below runs through how to read the data within these groups and how to determine whether the differences are significant. We suggest expanding the video to ‘full screen’ to make the most of it!
Use our significance calculator to help determine whether the differences you have found are significant!
To make robust comparisons between groups we recommend having a minimum base of 40 responses within each group. The higher the base number, the more confidence you can have in the data or differences.
And here’s another video where Joe, picks an example from one of our projects:
