# ADPR 360 Lecture Notes - Lecture 1: Contingency Table, Only Time, Starbucks

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ADPR 360

8/24/17

Understanding Research Data: Cross tabulation

• Weighted and unweighted data (in a table)

o Sample sizes are shown in unweighted (Unwgt)

▪ First row is sample size (if there is an * the sample size is too small)

• ONLY TIME WE PAY ATTENTION TO “AMPLE “IZE I“ IF IT’“ TOO

SMALL

o Projected numbers (weighted) are shown in thousands (000)

▪ Second row are weighted numbers

o We gie ore eight to groups i the saple that eigh ore

▪ Ex: give more weight to wealthier and younger individuals when

surveying for Starbucks because that is their general target market

▪ Ex: give more weight to adult males when surveying for Harley Davidson

• Horizontal vs Vertical Problem: base population (universe)

o Is a group small or big? Depends on what you are comparing it to

o Horizontal problem: base population is a row total (fourth row)

▪ Among all adults who graduation high school, what percent attend a

movie once a month?

▪ Base population will be denominator

▪ Base population = graduated high school

▪ Target characteristic is numerator

o Vertical problem: base population is a column total (third row)

▪ Among all adults who attend a movie once a month, what percent

graduated high school?

▪ Base population = attend a movie once a month

o Horizontal %: (cell number / row total) x 100

▪ Of adults who graduated high school, what percent attend movies once a

month?

• (5455(000) / 66838 (000)) x 100 = 8.2

o Vertical %:

▪ Of all adults who attend a movie once a month, what percent graduated

high school?

• (5455 (000) / 22040 (000)) x 100 = 24.8

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