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Banner
Tables
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- Banner
tables are the most common type of quantitative output
in the market research industry. These outputs are
typically called ‘Tabs’ or ‘Banners’
and they detail the numeric distributions and relationships
found in survey data. They look very similar to a
spreadsheet, where the columns represent the key groups
in the study (e.g., Users, Non-Users, Men, Women,
etc) and the rows typically summarize every response
to every significant variable in the survey. In addition,
summary measures like the mean of a variable or a
% Top Two Box measure are usually reported along with
statistical tests to show where the columns (i.e.,
key groups) have a statistically significant difference
- An
abbreviated example of a banner table follows:
- How
Likely Are You To Purchase Something On The Internet
This Year?
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AGE
GROUP
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GENDER
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TOTAL
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18-34
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35+
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MALE
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FEMALE
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(A)
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(B)
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(C)
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(D)
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(E)
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| Base:
Total Sample |
157
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50
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107
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75
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82
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100.0%
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100.0%
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100.0%
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100.0%
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100.0%
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| {1}
Very Likely |
37
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22
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15
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18
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19
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23.6%
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44.0%
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14.0%
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24.0%
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23.2%
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C
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| {2}
Somewhat Likely |
78
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20
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58
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38
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40
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49.7%
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40.0%
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54.2%
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50.7%
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48.8%
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b
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| {3}
Not At All Likely |
38
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7
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31
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18
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20
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24.2%
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14.0%
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29.0%
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24.0%
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24.4%
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B
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| Not
Sure |
4
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1
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3
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1
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3
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2.5%
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2.0%
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2.8%
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1.3%
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3.7%
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100.0%
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25.0%
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75.0%
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25.0%
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75.0%
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| Mean
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2.01
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1.69
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2.15
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2.00
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1.96
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C
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- Comparison
Groups: BC/DE
- Independent
T-Test for Means, Independent Z-Test for Percentages
- Upper
case letters indicate significance at the 95% level.
- Lower
case letters indicate significance at the 90% level.
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