How to Create Matrix (%) Crosstabs?

Matrix allows respondents to select one or more choices for multiple statements. It's the 2nd most popular question type (typically ~20-30% of questions in a survey are matrix variants) and is also the most powerful question type.

It has 7 display types - Matrix: Grid, Matrix: Dropdown, Matrix: Scale, Matrix: Carousel, Matrix: Drag & Drop, Matrix: Score, and Matrix: MaxDiff - but they're all analysed in the same way.

Matrix Preview

Matrix Default

To analyse the Matrix question:

  1. Go to the Analyse tab
  2. In the View menu to your left,
  3. Go to any Matrix question, e.g. Q11

Chart:

Table:

  1. View your Table and Chart with the Default setup below:
    1. Pre Filter set to "Completes"
    2. Chart Rotation set to "Horizontal"
    3. Chart Type set to "Stack Bars"
    4. Table Rows / Chart Axis set to "Statements"
    5. Table Columns / Chart Bars set to "Choices"
    6. Values set to "Row %" (Counts / Row Answered)
  2. Analyse the results!

For example, in this Matrix question, for the Pre Filter: Completes, we can see that:

  • For Breakfast, 66% added Hot Sauce 0x p/week, 11% added it 1x p/week, 33% added it 2 to 7x p/week.
  • For Lunch, 19% added Hot Sauce 0x p/week, 18% added it 1x p/week, 63% added it 2 to 7x p/week.
  • For Dinner, 2% added Hot Sauce 0x p/week, 13% added it 1x p/week, 85% added it 2 to 7x p/week.

Easy, right?

Matrix Crosstab

Matrix Crosstabs permit you to see the differences in responses (e.g. Hot Sauce 0 to 7x p/week) in each statement (e.g. Lunch), across segments or demographic groups using multiple Filters, e.g. Completes (1), Gender (2), Age (3), Time (4), and Country (5) in both a Table and a Chart.

Chart:

Table:

To create a Matrix Crosstab:

  1. Change the Table Rows / Chart Axis from "Statements" to "Filters"
  2. Keep the Table Columns / Chart Bars as "Choices"
    1. A new Table Dropdown for "Statements" will automatically appear, e.g. "Lunch"
    2. A default Table Filter for "Completes" will also automagically appear.
  3. Keep the Values as "Row %" (Counts / Row Answered)
  4. Click the '+' button in your table rows to open the Add Table Filters menu
    1. Select your 15 filters, e.g. completes (1), gender (2), age (3), time (4), country (5)
    2. Click Add when ready.
  5. Use the statement dropdown to switch between statements, e.g. change "Lunch" to "Dinner"

Et voila, you've just created a Matrix Crosstab. 🎉

Matrix Time-Series

Finally, to show trends over time, simply add time filters (e.g. Q1, Q2, Q3, Q4) in your rows and choose between:

Stack Bar Chart (e.g. Evening meal over time)

OR Area Chart (e.g. Lunch over time)

Whatever you prefer! Then switch between Statements: Breakfast, Lunch, and Evening meal to see trends in each over time. Simple!

Matrix Recap

To recap, these are the 3 most common combos that cover 99% of use cases for Matrix (%) analysis:

  1. Matrix Default: Statements x Choices with Row % and Stack Bar Chart
  2. Matrix Crosstab: Filters x Choices x Statement with Row % and Stack Bar Chart
  3. Matrix Time Series: Filters x Choices x Statement with Row % and Stack Bar Chart or Area Chart

But you can experiment on your own with any other possible combinations of the matrix view.


Matrix (%) analysis done! 🎉

In the next article, we'll show you how to do Matrix: Score analysis.


Happy analysing!

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