Edward Simpson

By Sam Koslowsky The Uses and Abuses of Cross Tabs The old timers among us remember the days when the primary tool for analysis was the trusted cross tab. While many of us have abandoned this approach for more complex analyses, and assigned it to extinction, researchers still employ this simple and appropriate method to provide key statistics and valuable insight. With the emergence of spreadsheets as a managerial tool, cross tabs became more readily available. For those marketers not familiar with the term "cross tab," a simple example, shown in Table 1, will demonstrate that this technique is used widely in one way

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