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Simmons Choices 3 – Interpreting a Results Table

Sample = Number of respondents in this study who meet the specifications of both the Row and Column headings.

(000) = Projected number of adults in the U.S. who meet the specifications of both the Row and Column headings.  This projection was calculated statistically and was based on the actual number of survey respondents.  **Three 000s should be added to the end of whatever number is given.

Vert% = (Vertical Percentage or Percent Down). Projected number of people who have a given characteristic, expressed as a percent, as defined by the Column heading.  This is best described/understood by beginning the sentence with the Column heading.

Horz% = (Horizontal Percentage or Percent Across). Projected number of people who have a given characteristic, expressed as a percent, as defined by the Row heading.  This is best described/understood by beginning the sentence with the Row heading.

Index = This number indicates the likelihood, compared to the total population, of meeting the specifications of both the Row and Column.  The average index is 100.  Anything over 100 shows a greater correlation between the Row and Column; anything under 100 shows a lesser likelihood.

Base = Percentage of the total (projected) population represented by that cell.

Simmons Choices 3 - Self-Help Guides

Babson University
http://www3.babson.edu/Library/electronic_resources/simmons.cfm