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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