The Statistics module allows you to perform more in depth analytics through the tables so you see the forces behind the overview.
Numerus refer to number of respondents in a database who are, for example, users of a certain brand. This statistics is above all used when we would like to see what numerus is actually hidden behind a certain percentage, therefore verifying whether results are reliable enough to be used. We use the following criteria scale:
► number of respondents must be at least 30;
► number of respondents must be at least 22 to allow tolerable reliability;
► number of respondents must be at least 9 for us to be able to use the data in any way;
► When number of respondents is less than 9 that represents such a big error that data becomes useless and can only serve for orientation purposes.
Population
Number of people who fulfill the condition in 1000’s in the whole country.
Row
Result of this statistic is a share of the X-axis variables contained in the Y-axis variable. If the X-axis contains a target group and the Y-axis contains some usage of a brand, this statistics would reveal what share of the target group is contained among that brand's users.
Column
Result of this statistic is a share of the Y-axis variable within the X-axis variable. If the X-axis contains a target group and the Y-axis contains users of a brand, this statistics would tell us what share of readers of users of that brand is contained in the target group.
Index
Result of this statistic is an index, which tells us how much below or above average, is a previous statistics regarding a whole population. The 100 index would therefore imply that the % row/column for a target group on the X-axis/Y-axis equals the whole population, so the percentage of a target group within users of a brand equals the whole population (in percentages). Index 110 would mean that the share of target group within users is 10% higher than the share of this target group in the population, etc.
Total
% of target variable (in absolutes) divided by whole sample.
Row share
Result of this statistic is a percentage, which tells us what share represents some target group on the X-axis regarding all target groups on the X-axis, among users of a brand on the Y-axis. If we have three target groups on the X-axis and a brand on the Y-axis, this statistics tells us the proportions of these three target groups among users of that brand (sum of shares always equals 100).
Column share
Result of this statistic is a percentage that tells us what share a certain brand occupies within brands on the Y-axis. So, if we have, for example, three brands on the Y-axis, this statistic would tell us the proportions of those brands in a target group on the X-axis (the sum of shares always equals 100). This data serves as an indicator of how much each one of the brands contributes for usage to the target group.
