Quick Sig. Test

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 Whos Round has a
significantly higher percentage of those who
found the Ad Entertaining (70) than both of
the other Ads (39 and 48). Both Whos 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 Whos 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 Whos 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.