The default report view in Simmons looks like this:
To save this crosstab, use the three dots in the upper right corner and select Export to XLS. In Excel, you can more easily edit the column and row labels for clarity.
Below is a simplified crosstab result in Excel for people ages 18-34 who rented a car from Budget, Enterprise, or Hertz in the last 12 months.
Each column that you selected in the Composer has 5 different numbers under it. Here are the numbers' meanings:
Unweighted: The number of people in the survey who meet both the column & row criteria. Example: Of the people surveyed, 332 people aged 18-34 said they rented a Budget car in the last 12 months.
Weighted (000): Projecting from the sample, this is the expected number of adults (18+) in the U.S. who meet both the column & row criteria. The (000) means, add 000 to the end of the number provided. Example: In the whole U.S., we'd expect 1,495,000 people who are 18-34 and who rented a car from Budget in the last 12 months.
Vertical %: Read a statement learned from the study by starting with the column variable, then the vertical %, then the row variable. Example: Of those who are 18-34, 2% of them rented a car from Budget in the last 12 months.
Horizontal %: Read a statement learned by the study by starting with the row variable, then the vertical %, then the column variable. Example: Of those who rented Budget cars, about 23.71% of them are ages 18-34.
Index: The likelihood of the target to fit the criteria. The average for the whole U.S. is 100. Any number above 100 (green arrow) is the percentage more likely to agree with the criteria than the base, and any number below 100 (red arrow) is the percentage less likely to agree with the criteria than the base. Example: 18-34 year-olds are 20% less likely than the general population (i.e., 80 is 20 points below 100) to rent from Budget. Notice that Enterprise and Hertz rental index rates (98 and 99, very close to 100) are not significantly lower for this age group, so they are marked with a yellow arrow.
The video tutorials on the right show more about how to read these numbers.
Be careful if you see asterisks!
* or ** "Projection values in this cell are relatively unstable" = The sample size for this criteria is too small. The projections are less reliable and useful.
Sample is the older term for Unweighted.