Concept Lab is a tool that allows you to compare concepts or entities on a variety of attributes using either pairwise comparison significance testing or indexing directly in your Results page.
Setting up Concept Lab
Note: Concept Lab is not available for questions with differing numbers of answer options.
When you choose Custom setup from the drop-down, you must define every entity, and in the Data source, list all relevant Question/Subquestion numbers, separated by commas.
Note: If the questions referenced do not match in structure, the Generate Comparison button will not appear.
Attribute Data Source options
In Basic mode, attributes are generated from Radio, Progressive Matrix (Single choice only), Star/Smiley, and Slider question types in your survey. The second drop-down contains the answer options listed as programmed. To obtain Top Box, click the drop-down and select the option that corresponds with your most positive scale point (on a 5-pt scale, this will be A1 or A5, depending on how you programmed). Alternatively, select Mean or Mean (reverse coded).
Net: group of whichever answers are indicated. These will allow you to determine box scores like top box, top 2 box, top 3 box, 1.5 top box, and their bottom box equivalents.
Mean: the arithmetic average score for each question/sub-question; coded as A1=1, A2=2, etc.
Mean (reverse coded): the arithmetic average score for each question/sub-question, coded as A1=5, A2=4, etc., on a 5-pt. scale
Note: you can only create nets and means in Concept Lab; you cannot compare entities by individual answer choices.
The resulting Concept Lab displays the selected concepts side-by-side, with the attributes listed in rows. Click the Analysis drop-down to select Pairwise SigTest (default) or Indexing.
Pairwise SigTest compares the percent of respondents who fell into the selected measurement (for example, Top 2 box) displayed in each cell. An uppercase letter in a specific cell indicates that attribute for that concept is statistically significantly different from the specified concept, at the 95% confidence level. A lowercase letter indicates that attribute is statistically significantly different at the 90% confidence level.
Indexing determines if the individual concept value is statistically significantly higher or lower than the average attribute value across all concepts. Higher is indicated by an up arrow, and lower is indicated by a down arrow.
Note: if you would like to change the confidence levels from the default of 95% and 90%, click the Crosstab analysis tab and adjust the sliders - keep in mind that this changes the confidence levels for all significance testing on this report.
Adjusting the Concept Lab
Concept Lab Exports
|Once a Concept Lab has been added to your Results page, it will appear in Excel Summary and Powerpoint exports. Keep in mind that whatever selections are in view (e.g. Indexing for Top 25%) will dictate what you see in the export.|