We want to know which brands of yogurt (Breyers, Chobani, Dannon, and Yoplait) that US Adults consumed in the last 30 days by the following age groups : 18 -24; 25-34; 35-49, and 50+.
1. Selecting the brand/products
In the box next to the Crosstab Name, put Yogurt. This will help keep your searches clear. Generally it is best to put the product/brand variables in the column, not row, fields.
In the left variables/questions colums you'll see a search button ( 
) Click it. A search box will open
Type Yogurt in the search box and select Questions & Answers. Click the search button. You'll see a FOOD - DAIRY folder. Open it up and you'll see a folder YOGURT & SMOOTHIES.
Open this folder. You'll see this variable - BRANDS EATEN DRANK LAST THIRTY DAYS. Click on it. In the middle column you'll see the brands listed.
Find the brands Breyers, Chobani, Dannon, and Yoplait. Drag them from the middle column and drop in the column box. Note. You can change the label of any item in the box by selecting the text and changing it to anything you choose. I chose to just have the brand name for sake of clairty.
2. Now we need to select the demographic variables.
Generally it is best to put the demographic/psychographic variables in the row, not column fields.
Click on the search button to close the search box. In the left variables column, you'll see that there is a section of questions - LIFESTYLE (DEMOGRAPHICS) and LIFESTYLE STATEMENTS. We're interested in ages. So open LIFESTYLE (DEMOGRAPHICS) and then open DEMOGRAPHICS (PERSONAL INFORMATION) and select AGE. You'll see a list of options.
Find the 18-24, 25-34, 35-59, and 50+ categories. Drag them from the middle column to the far right column and drop in the Rows box. Again you can change the label names. In the example below, these were not changed.
3. Getting the results
Now that you have your variables selected, it is time to run the analysis to see the data results. Click the large blue Run Crosstab button at the top to produce the results. The screen will open another section. Notice that you can go back to the editor by clicking on the Edit blue bar.
The most significant data in the results is the Index data. This data tells you the product, brand, or media usage compared to the average. The base number for comparison is 100. A number above 100 is greater than average, and below 100 is less than average.
In our results, Adults aged 25 - 34 are 25% (125) more likely to have eaten Yoplait yogurt, whereas adults aged 18 - 24 are 22% (78) less likely to have eaten Chobani.
The other numbers:Sample=actual number of respondents in survey who meet criteria of both the row and column
Weighted (000)=estimated total number of adults who meet criteria of both the row and column
Vertical %=the percentage of the column that fit the row definition (ie 12.6% of adults who ate Yoplait were 18-24 years old)
Horizontal %=the percentage of the row that is a member of the column (ie 9.37% of adults 18-24 years old ate Dannon)
