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Part: III Appendixes > Analyzing the Data

E.5. Analyzing the Data

Most online research tools have multiple ways to analyze the resulting data. Typically, online analysis tools provide cross-tabulations (commonly referred to as cross-tabs), set analysis and filtering, video playback, clickstream analysis, and raw data reporting.

One of the best ways to delve deeper into your data is to have it cross-tabulated. Tabulating respondent answers against the key questions in your research, and viewing the results side by side, is the essence of a cross-tab (see Figure AppE.5). Cross-tabs help you find the similarities, trends, and distinctions between groups of research participants. In the example shown in Figure AppE.5, the site was ranked very low (0) in terms of visual design by 12 respondents (this is the number at the bottom of the first column), but of those 12, 10 respondents ranked the company high on the scale of leadership (1 gave a ranking of 7, 4 a ranking of 8, 2 a ranking of 9, and 3 a ranking of 10). This analysis shows that for the site in question, a strong visual Web design is not necessary for the company to be considered a leader. Cross-tabs allow researchers to discover interesting relationships in their data that would not normally be obvious upon casual inspection.


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