3. In the bar below Dictionary, Search for a product, brand, or interest
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Typically, the columns of a crosstab are the audience you want to know about, or the "target". This could be a certain demographic group, media consumer, or (in this case) brand consumer.
You may add multiple columns for comparison, such as this example which compares the those whose activities to relieve stress via meditation or exercise. You may also modify the labels of the items for easier reading later.
10. Here is our preview. I have edited the name, by clicking on the three dots to the right.
11. Select what you want, and click run report
Here is our completed crosstab.
Interpreting Results
Unweighted - The number of people who answered the question
Weighted - How many Americans that would be, but add 000 to the end of the number.
Vertical - The percentage of those who answered the column (meditate or exercise) that also selected the question in the column (virtual event or adult education).
Horizontal - The percentage of those who answered the row (virtual event or adult education) that also selected column question (meditate or exercise)
Index - An index score of 100 is how likely someone is to do something compared to everyone else. A number above 110 and under 90 is significant. We can see here that those who mediated are very likely to attend a virtual revent, more so than the exercisers, but still both groups are above.