Part 2. Marketing Research
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Dass, M. 2010. Cross-Tabulation. Wiley International Encyclopedia of Marketing. 2.
- Published Online: 15 DEC 2010
When we are interested to determine how two or more categorical variables are linked in a study, cross-tabulation is one of the initial approaches to consider. In a cross-tabulation, we create a table similar to that of a frequency distribution, but here, we merge the counts of different values of two or more variables. In other words, a cross-tabulation table is a way to present the frequency distribution of two or more variables concurrently. The cross-tabulation table is also known as a contingency table and can be between two variables (bivariate cross-tabulation) and three variables (three-variable cross-tabulation). From the managerial perspective, cross-tabulation is useful in providing information on how the values of the two variables are related, which cross-classification is most selected by the respondents, and how these cross-classifications are different from each other.
- categorical variable;
- contingency table