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Supporting UK Enterprise

Results analysis

There are various ways to analyse statistical results:

Frequency tables


These consist in establishing the frequency distribution of each value (possible answer) for each variable (question). Potential mistakes can be detected on these frequency charts, the advantage of which is to draw a first picture of the results. They are generally delivered with graphs for a global overview of results.

See an example

Frequency tables

eg: What would you be willing to spend on this service?

Size %
Less than £30 356 31
From £30 to £39 583 52
From £40 to £49 155 14
£50 or more 37 3
TOTAL 1 131 100


31% of the respondents aren’t ready to spend more than £30 for this kind of service, 52% from £30 to £39, 14% from £40 to £49 and only 3% of them would spend £50 or more.

Cross tabulations


These consist in determining the frequency distribution for all variables distinguishing them through the values of another variables, generally descriptive (age, gender, socio-professional group). E.g.: all results of the study crossed by gender of interviewees.

These charts are generally delivered with the chi-square statistics, showing whether both questions are linked/related to each other or not. However, the chi-square does not show either the direction or the intensity of this relation.

See an example

Cross tabulations

eg: What would you be willing to spend on this service?

Males Females
Less than £30 28% 34%
From £30 to £39 56% 48%
From £40 to £49 13% 14%
£50 or more 3% 4%
TOTAL 100% 100%


28% of males aren’t ready to devote more than £30 for this kind of service against 34% of females.

“Non-responses” interpretation


As the name suggests, « non-responses » give the number of interviewees who did not answer a question, for each question.

These « non-responses » can be interpreted in various ways :
  • It may be that people chose not to answer the question because they do not agree with any of the proposed values.
  • It may also be that people do not want to answer the question.

The « non-responses » must be as few as possible. Effectively, in any case, they will be the consequence of mistakes on behalf of the researcher.

Marketest offers different results analysis based on the clients requirements and budget. The results can be given in a basic way (individuals’ answers) or in a full report (frequency tables, graphs, cross tabulations and comments).

Do you want to carry out your own survey?