UPCOMING WEBINAR: From Chat to Agents: The New Phase of AI in Market Research The table below shows a Displayr table (in other programs, this is called a Frequency Table). There are a couple of key things to note about this table:
- Using an expert system, Displayr has automatically deduced that the appropriate way of looking at the data is to use percentages. Three additional statistics, Expected %, Count, and Sample Size, have been selected by going to the object inspector
and selecting them from Statistics > Cells.
- Rather than show a Total, Displayr shows a NET. If this were a single-response question, the NET would be 100%, and it would be the same as a total. However, with multiple response data, such as that shown in this table, the NET is not guaranteed to add up to 100%, as it is possible that some people will have been shown a question and not selected anything (as occurred with 100% - 82% = 18% of the respondents in this example did not consume any of the colas weekly).
Interpreting the significance tests
The colors and the arrows indicate statistically significant differences between the cell and the average of all of the other cells, excluding any NET cells. For example, in the table above, there are three NET cells (Net Coke, Net Pepsi, and NET), and thus the significance testing compares each cell with the average of the non-NET cells (23%, shown as the Expected %).