Which of the following statements is false about cross-tabulation?

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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