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Quick Sig. Test (vs. each other) – Ctrl-T

Quick Sig. Test (vs. each other) – Ctrl-T This option will label each of the columns alphabetically from A to C (as in this example).

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Quick Sig. Test (vs. each other) – Ctrl-T

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  1. Quick Sig. Test (vs. each other) – Ctrl-T This option will label each of the columns alphabetically from A to C (as in this example). Each cell is then tested against all the other cells in that row and is labelled with the letter corresponding to the column(s) that it is significantly higher than. In the example to the left: The Ad called “Who’s Round” has a significantly higher percentage of those who found the Ad “Entertaining” (70%) than both of the other Ads (39% and 48%). Both “Who’s Round” and “Beer Garden” have significantly higher percentages for “Fun to watch” (50% and 44%) than “One for the Road” (20%).

  2. Quick Sig. Test (vs. all others) – Ctrl-Q This option simply tests each cell against the rest of the sample, then highlights those that are significantly higher or lower (in green and red in this example). In the example to the left: 50% of respondents from the “North” found the “Who’s Round” Ad “Convincing”. Significantly more than those living elsewhere. 10% of respondents living in Scotland found the Ad “Silly”. Significantly less than everyone else (those in England and Wales).

  3. Sig. Test Selected column against all others (Ctrl-Z) This option is available by right-clicking on a column header, then choosing “This column against all others” from the “Sig.test” menu (see below). This test will show all cells that are significantly higher (green) or lower (red) than the selected cells. In the example on the left: The 70% of respondents who found the “Who’s Round” commercial “Entertaining” is significantly higher than that for the selected Ad (39%), but the “Beer Garden” figure of 48% is not significantly different.

  4. Yes/No Sig. Test Ctrl-Y If your banner contains sub-groups that split the samples into two groups (e.g. Yes vs No, or Positive vs. Negative), you can test the columns in groups of two. Each pair of columns is tested against each other and significantly high and low figures are highlighted green or red. In the example to the left: For the Ad called “Beer Garden”, the only attribute that gave a significant difference within “Commercial Rating (high vs. low)”, was “Unique”.

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