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Marketing · Studypool

Cross Tabulation for Market Research Proect

Hi - I need quick help to do 8 different cross tabulations based on survey & write appendix C with Significant cross tabs with p-values and significance or lack thereof clearly indicated. ( each answers should be upto 4 decimal places) I need chi sq test, p value to find significance.

Use the Survey Sheet from Qualitrics to collect data and Atatched is also executive summary for reference.

What needs to be done for each cross-tab:

  • Observed frequency table (counts, NOT percentages)
  • Expected frequency table
  • Chi-square value (χ²)
  • Degrees of freedom (df)
  • p-value (4 decimal places)
  • Short interpretation (significant vs. not significant + insight)

🔹 Cross-tabs to complete:

  1. Q5 × Q6 → Planning Horizon vs Spending Behavior
  2. Q4 × Q6 → Review Frequency vs Spending Behavior
  3. Q9 × Q15 → Trust (Bank Linking) vs Biggest Concern
  4. Q12 × Q9 → Familiarity vs Trust
  5. Q17 × Q13 → Age vs Feature Preference

🔹 Tools:

Please use Excel:

  • Pivot table → observed counts
  • Expected values → (Row Total × Column Total) / Grand Total
  • p-value → =CHISQ.TEST(observed, expected)

🔹 Format:

Match the structure used in Cross Tab 1:

  • Table labeled “Observed Frequencies”
  • Box with Chi Sq, df, Sig
  • Final 2–3 line interpretation

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