Vividata allows you to view data from its Survey of the Canadian Consumer, an ongoing survey of more than 40,000 Canadian consumers’ opinions, demographics, and activities, as well as their product, service, and media purchases.
We'll use the following example to show how to create and interpret a Vividata table:
Variables can be used in a Vividata table as questions, splits, or filters.
| Our Example | ||
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Split = Who we want to learn something about (in other words, our target population). Split variables are displayed by default as column headings (i.e., vertically) in a table. |
Split = Canadians who chew gum More specifically, we want to learn something about Canadians aged 14 and older (that's the population captured by this survey) who chew gum. The specific variable we want is: Candy/Snacks - Chewing Gum - Prsnlly Chewed Past 6 Mths |
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Question = What we want to know about our target population. Questions are displayed by default as row headings (i.e., horizontally) in a table. |
Question = Generation We want to know how many people in our split who are from each of these major generational cohorts:
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Filters allow us to select and display only certain answers for our selected variables. This helps eliminate unnecessary noise from a table. |
and the answer (aka filter) we're interested in is "Yes" |
Question = Generation
Split = Chewing gum
Instructions
, then select "Yes" from the list of answers. Click on the "x" in the top right of the Answers box to close it.
Because we're comparing different generations, and the size of each generation within the population varies, it's helpful to have a benchmark that will account for the different sizes and their viability as a target population.
Finally:
