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Step 4: Run Analysis and Interpret your results
When your column and row variables are all in place, click on the blue Run Crosstab button, in the upper right hand corner.
Interpret your results
- Sample = Respondents. The number of respondents in this study who meet the specifications of both the row and column.
- Weighted (000) = The estimated total number of adults in the sample who meet the specifications of both row and column. The three 000s should be added to whatever number is there.
- Vertical% = Percent down. The number of people who have a given characteristic, expressed as a percent, as defined by the Column heading.
- Horizontal% = Percent across. The number of people who have a given characteristic, expressed as a percent, as defined by the Row heading.
- Index = This number indicates the likelihood, compared to the total population, of meeting the specifications fo both Column and Row. The higher the number, the better the target population for that product.
Beware: A singe asterisk in your crosstab result means that the projections are relatively unstable and should be used with caution. Two asterisks means that the projections are from thirty or fewer interviews. These results are not sufficiently reliable to be safely used alone.