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Part 2. Marketing Research

  1. Mayukh Dass

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem02063

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Dass, M. 2010. Cross-Tabulation. Wiley International Encyclopedia of Marketing. 2.

Author Information

  1. Texas Tech University, Lubbock, TX, USA

Publication History

  1. 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;
  • frequency;
  • comparison;
  • cross-classification;
  • bivariate;
  • three-variable;
  • contingency table