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The data in the Crosstab table is broken down by Total, Resps, Vert%, Horz% and Index. (See definitions below.)
- Total
- Study of Media & Markets Total Population/Number of adults age 18+ in the continental US.
- (000) = Projected
- This number represents the total number of adults who meet the specifications of both the Row and the Column. The three 000s should be added to the end of whatever number is given. The number in this row is a projection based on the sample population. In this example, 1835 (the number of males who drink NCBSW) is extrapolated to indicate that the total number of males in the population who drink NCBSW is 31,679,000.
- Resps
- Respondents. This number is the number of respondents in this study who met the specifications of both the Row and the Column. In this example, 1,835 of the respondents who drink NCBSW are males.
- Vert%
- Vertical % or Percent Down. The number of people who have a given characteristic, expressed as a percent, as defined by the Column heading. In this example, 55.2% of the adults who drink NCBSW are female and 44.8% are male.
- Horz%
- Horizontal % or Percent Across. The number of people who have a given characteristic, expressed as a percent, as defined by the Row heading. In this example, 47.88% of adults age 18-24 drink NCBSW
- Index
- This number indicates the likelihood, compared to the total population, of meeting the specifications of both the Column and the Row. The base number for comparison is 100. In this example, adults age 25-34 are approximately 24% more likely than the rest of the population to drink NCBSW. Males, with an Index of 93, are 7% less likely to drink NCBSW.
