Which of the following statements is false about cross-tabulation?
a.
It is the primary form of data analysis in some marketing research projects.
b.
It is used to determine if differences exist among sub-groups of the total sample.
c.
Generally speaking, demographic variables are used as rows and other research variables are used as columns in a cross-tab.
d.
It reports both absolute frequencies as well as percentages.
e.
The selection of variables for a cross-tab should be driven by the objectives of the research study.
Answer: C
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