How to Create Choice (%) Crosstabs?

Choice allows your audience to select one or more answers from a list. It's the most popular question (typically ~60-70% of questions in a survey are choice variants) and is also the simplest question type.

It has 8 variations - Choice (single choice or multiple choice), Scale, Numeric Scale, Mood, 5-star Rating, NPS, Score (Choice), and Hidden Variables - but they're all analysed in the same way.

Choice Preview

For example, below we have an NPS question with choices from 0 to 10

Choice Default

To analyse this question type:

  1. Go to the Analyse tab
  2. In the View menu to your left,
  3. Go to any Choice question (e.g. Q6)

  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 "Group Bar"
    4. Table Rows / Chart Axis set to "Choices"
    5. Table Column / Chart Bars set to "Filters" with default column filter added for "Completes"
    6. Values set to "Column %" (Count / Column Answered)
  2. Analyse the results!

For example, in this Choice question we can see for the Filter: Completes:

  • 15% (2/13) were Brand X Detractors (scored 0 to 6)
  • 62% (8/13) were Brand X Passives (scored 7 to 8)
  • 23% (3/13) were Brand X Promoters (scored 9-10)

How simple was that?

Choice Crosstab A

Crosstabs permit you to see the differences in answers across segments or demographic groups using multiple Filters (e.g. Completes vs. Males vs. Females) in both a Table and a Chart.

To add MORE Filters to the Table and Chart in your Choice View (i.e. Crosstabs):

  1. Click the '+' button in your Table Columns or Rows, wherever your Filters are.
  2. This will open the Add Table Filters menu.
  3. Click "Select all" or "Select none", whichever is faster for you,
  4. Then select or unselect filters as needed, e.g.:
    1. Filter 1: Completes
    2. Filter 2: Males
    3. Filter 3: Females
  5. Click Add when your done.

Et voila, your filters have been added to your Table & Chart! 🎉

Too easy, right?

However, the Crosstab A setup above, with:

  • Rows: Choices
  • Columns: Filters
  • Values: Column % (Count / Column Answered)
  • Chart Type: Group Bar Chart

Is not all you can do...

Choice Crosstab B (Transposed)

The Crosstab B format is GREAT for BIG crosstabs as you can fit a lot MORE filters in the table rows / chart axis than you can in the table columns / chart bars. E.g. we can fit 15 filters across Completes (1), Gender (2), Age (3), Time (4), and Country (5) in the table rows / chart axis below.

Remember that whatever is in the Table Rows appears on the Chart Axis.

To create Crosstab B, simply set:

  • Rows: Filters
  • Columns: Choices
  • Values: Row % (Count / Row Answered)
  • Chart Type: Stack Bar Chart

This will transpose your chart / table so that:

  • your filters appear on the chart axis / table rows and
  • your choices appear in the chart bars / table columns

Using the transposed Crosstab B format, you'll see the exact same data as Crosstab A but now for many more filters (gender, age, time, country) instead of only a few filters (gender) previously, so we can see:

  • 15% of Completes were Brand X Detractors, 62% were Passives, and 23% were Promoters
  • 13% of Males were Brand X Detractors, 74% were Passives, and 13% were Promoters
  • 25% of 18-34s were Brand X Detractors, 25% were Passives, and 50% were Promoters
  • In Q4, 0% were Brand X Detractors, 50% were Passives, and 50% were Promoters
  • In the USA, 0% were Brand X Detractors, 67% were Passives, and 33% were Promoters

How powerful is that?

Choice Time Series

Alternatively, to get a Tracker or Time Series view of your Choice question, use the same setup above, i.e.:

  • Rows: Filters
  • Columns: Choices
  • Values: Row %

But change the Chart Type to a Line Chart (instead of Stack Bar Chart) and use "Time" filters in the rows, e.g. Q1, Q2, Q3, Q4.

Alternatively, for this Time Series, we could set the Chart Type to Area Chart instead of Line Chart.

So intuitive, right?

So it's completely up to you:

To recap, these are the 4 most common combos that cover 99% of use cases for Choice analysis:

  1. Choice Default: Choices x Filters with Column % and Group Bar Chart and 1 Filter: "Completes"
  2. Choice Crosstab A: Choices x Filters with Column % and Group Bar Chart and A Few Filters
  3. Choice Crosstab B: Filters x Choices with Row % and Stack Bar Chart and Many Filters
  4. Choice Time Series: Filters x Choices with Row % and Line Chart (OR Area Chart) and Time Filters

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

Choice (%) analysis DONE!! 🎉

In the next article, we'll show you how to analyse Choice: Score

Happy analysing!

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