Consumer Research • Categorical Response Analysis • The Categorical Report
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The Categorical Report
The initial Categorical report shows a cross tabulation and a share chart for each set of responses selected. If you used the Structured tab, the initial report shows only a cross tabulation.
Figure 4.4 The Initial Categorical Report
The upper left corner of the table lists the items (Freq, Share, and Rate) that are included in each cell of the table. These items can be removed using the options in the red triangle menu.
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The Frequency count (Freq) is provided for each category with the total frequency (Total Responses) at the right of the table. When there are multiple responses, the summary columns at the right of the table also include the number of cases or the number of rows (Total Cases) and the number of responders (Total Cases Responding).
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The Share of Responses (Share) is determined by dividing each count by the total number of responses. The number represents the percent of the response among all the responses in the sample (frequency divided by response total). This is either a row percentage or a column percentage for transposed tables.
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The Rate (excluding missing values) is the frequency of response divided by the total cases responding.
In Figure 4.4, the number of responses and cases for each age group are displayed. Consider the first row of the table with the results for those in the 25 through 29 age group.
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In the first cell of the table there are 37 responses. This is the frequency of the respondents, aged 25 - 29, who floss after they wake up.
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There are 143 total responses for the 25 - 29 age group. Of the 143 responses, 25.9% (37/143) is the share who Floss After Waking Up. In other words, 25.9% of the times that 25 through 29-year-olds floss was after they wake up.
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Of the 113 total cases (respondents) in the 25 through 29 group, 32.7% (37/113) is the rate who responded that they floss after they wake up. In other words, 32.7% of 25 through 29-year-olds floss after they wake up.
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Because the number of responses (143) is greater than the number of cases responding (104), there are respondents in the 25 through 29 group who selected more than one response.
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Because the total number of cases (113) is greater than the total cases responding (104), there were nine responders in the 25 through 29 group who did not answer this question.

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Help created on 7/12/2018