A crosstab is an analysis examining one set of variables against
any other set of variables. It is often used to identify target
markets for advertising campaigns or to investigate a publication's
profile.
Telmar's latest Crosstab program is intuitive, fast, and innovative.
Designed by our clients for our clients, it is an extremely flexible
system for analyzing respondent data.
Feel
Fast and user friendly
Uncluttered screens
Novice or advanced mode
Use of standard Windows commands such as Cut, Copy and Paste
Selecting Audiences
Simple electronic codebook (coding from one screen only)
Brand/word search across entire database
Quick and easy brand and reading repertoires
Ability to save own codes for future selection
Mean/median averages
Reports
Customized reports (including ranked or tabulated formats)
Instant graphs, exportable to Powerpoint
Direct link to Correspondence and Cluster programs
CROSSTAB
The Coding Screen
Selecting your target audience has never been simpler with our electronic
codebook.
The Input Screen
Use this screen to check or modify your input, and to define the
format of your reports
The Output Screen (Tabular Report)
Reports can be printed directly, or exported into Lotus or Excel
for further analysis.
The Output Screen (Ranked Report)
Allows you to obtain an instant profile of your target audience
CORRESPONDENCE
Telmar's Correspondence program offers a pictorial representation
of a Crosstab, showing data plotted according to correlation. Correspondence
analysis is a method of identifying the factors that differentiate
between people in a market.
The program is used to understand a market, understand users of
a brand, or to identify potential market gaps. It also identifies
the most "discriminating" or "important" lifestyle
statements prior to a cluster.
Telmar Correspondence provides:
| • |
Charts for presentation of markets (with demographics, or
the media plan overlaid) |
| • |
A full set of statistics to aid quick interpretation of a
market |
| • |
These statistics can be used for choosing lifestyle statements,
prior to running cluster analysis |
| • |
The ability to move data on a chart, with or without a line,
indicating where it came from |
| • |
Charts can be saved in metafile format (for use in PowerPoint)
|
So how do the charts look? The following analysis of theme park
visitors gives an example of what you can do:
P MAPS
Telmar's innovative P Maps program allows you to plot full-color
graphs directly from Crosstab. All the user has to do is input two
columns in Crosstab (e.g. Dentyne Cinnamon & Wrigley's Big Red),
together with a selection of rows (e.g. publications). In a matter
of seconds, P Maps will plot the data as a full color graph, with
the two Crosstab columns representing the X and Y axes.
| • |
Full-color graphs are produced instantly. |
| • |
Publication sizes can be represented as different sized circles. |
| • |
The map can easily be exported into Powerpoint or a similar
graphics package. |
An example of a P Map is shown below:
|
