Use Crosstab Analyses to detect significant differences in your data by downloading various data files to work with offline. Compare banners across multiple questions, obtain the specific p-values, and view full details of your survey's statistical tests.
Note: if you choose the Raw Numbers export, no statistical analysis will be performed - it will only include the raw data with the applied banners.
Significance Test Export
On the Significance Test export, the first sheet is the data with statistics included. The banner and its associated groups will be viewed as columns, and as you scroll down you can see how the respondents who fell into each split of the banner answered all other survey questions.
Click the tab labeled Legend to view the notation and color keys:
Correlation Scan Export
On the Correlation Scan export, the Excel file contains the selected banner(s) as columns, and questions as rows just like a significance test, with the notations for the statistical test used in the analysis (chi-squared) presented in the upper left corner. Because chi-squared tests assume independence of cells, you’ll only see colored shading when the null hypothesis – which is that the banner and attribute are completely independent – is rejected.
In other words, there is statistical significance in the colored cells, which indicates the banner and attribute may be related. The coloring of the cells indicates which cell has a higher incidence (directionality) and the intensity of color indicates how strong the correlation is.
For both types of analysis, check the box next to Condensed Mode to remove the totals from your export spreadsheet, leaving percentages only. This feature is useful if you're building your charts from scratch by copying and pasting rows from aytm's export.
Note: significance test, single banner (gender), 95%/90% CI. Normal mode on left, condensed mode on right.