Cross-tabs and Banner Tables Services

Slice MR offers dedicated solutions for the translation of surveys and open-ended responses. We are committed to helping market researchers bridge language barriers and obtain reliable insights from diverse international audiences.

Whether you aim to analyze market trends, test product concepts, or collect data from customers, quantitative research is essential for making marketing and other business decisions. In the world of marketing, quantitative research refers to the systematic collection and analysis of numerical data. This approach relies on structured questionnaires, surveys, and statistical analysis to measure and quantify data points.

Before data-driven decisions can be made, however, the numerical data must be sorted and interpreted. One effective tool used in quantitative research is banner tables. These tables allow marketers to organize and analyze large sets of data in a visually appealing and easy-to-understand format. By using these data tables, businesses can extract valuable insights from their quantitative marketing data. These insights can help identify consumer preferences, measure the effectiveness of marketing campaigns, and make data-driven decisions.


As a valuable market research partner, Slice MR understands the significance of collecting, sorting, and analyzing consumer data for any business. In an era where data drives decision-making, having the right information at your fingertips can make or break your business strategies. That’s where Slice MR comes in. As experts in market research, the professionals at Slice MR can assist your business in gathering the essential consumer data you need through the creation of banner tables. Keep reading to learn more about this powerful tool and how our banner table service can ultimately unlock valuable insights that can drive your business growth.

What are banner tables?

Data from market research surveys is collected and displayed in a detailed banner table.

Banner tables are an exceptional resource for marketers looking to create informed and effective marketing strategies. In the realm of market research, banner tables serve as a powerful tool for presenting and analyzing data gathered from surveys and other research methods. Also referred to as frequency tables or cross-tabulations, banner tables offer a structured format that allows for the organization and summary of data based on responses to multiple survey questions.

So, what is a cross-tab? Crosstabulation, commonly referred to as crosstabs, are data tables that present results for the entire group of respondents as well as results broken down by sub-groups of respondents. This data presentation tool enables researchers to uncover deeper insights that may not be evident when analyzing total survey responses alone. For instance, cross-tabulations can reveal differences in responses to a brand preference question between males and females. While a live topline report link may only show how everyone answered the question, a cross-tab provides the necessary breakdown of responses per gender.

By using banner tables or crosstabulations, marketers can gain better visibility into customer preferences, behaviors, and trends. This information can help businesses tailor their marketing strategies, target specific customer segments, and make data-driven decisions to improve their overall marketing effectiveness. With the ability to analyze complex relationships within survey data, banner tables prove to be an invaluable tool for marketers to optimize their campaigns and enhance their understanding of their target audience.

At Slice MR, we understand that our clients have different preferences and requirements when it comes to analyzing and interpreting their research data. While we offer a comprehensive range of services, including creating cross-tabs and performing statistical testing, some clients may choose to take our raw data file and handle the analysis themselves.

Using programs like Excel or SPSS, skilled researchers have the ability to build their own tables and perform significance testing. By doing so, they have more control over the specific parameters and variables they want to explore, allowing them to delve deeper into the findings and potentially uncover new insights.

How are banner tables used?

A market researcher sifts through the banner table to data to highlight key insights.

Banner tables are used to explore the relationship between two categorical variables. Market researchers can utilize banner tables to examine the interaction between different demographics, such as age groups and buying preferences, or to evaluate the impact of advertising campaigns on various customer segments.

For example, if a researcher wants to analyze the preferences of a group of people regarding their favorite color, a banner table could display the frequency or percentage of respondents for each color option, such as red, blue, green, etc. By visually representing these counts or percentages, banner tables allow researchers to draw comparisons and identify patterns or trends across different variables. By organizing data in a clear and concise manner, banner tables and cross-tabs enable researchers to identify significant associations and make informed decisions based on the findings.

Cross-tabulation takes the analysis a step further by adding more variables to the mix. This method involves breaking down data into smaller groups based on multiple variables, enabling researchers to identify correlations, dependencies, and even interactions between different elements.

For instance, if researchers wish to explore the relationship between age and preference for a certain product, a cross-tab could present the number or percentage of respondents falling into specific age groups and their corresponding product preferences. This allows for the identification of any significant correlations or differences between variables, providing valuable insights for decision-making. By cross-tabulating variables like gender, income, and geographic location, market researchers can gain deeper insights into consumer behavior and preferences, allowing them to create targeted marketing strategies.

Banner tables benefit market researchers by helping them identify key trends and patterns, uncover hidden relationships, and make data-driven decisions. By visually presenting data in an organized and digestible format, these tools simplify the analysis process and save researchers valuable time. With their ability to identify significant associations and correlations between variables, banner tables empower market researchers to develop effective marketing strategies, optimize product offerings, and ultimately enhance business outcomes.

Market researchers typically use specialized software or statistical tools to create banner tables and cross-tabs. These tools allow researchers to input their survey data and generate customized tables with desired variables and presentation styles. The software then processes the data and creates tables with the necessary calculations and statistical measures to facilitate analysis. As discussed, these types of tables can also be made within Excel or SPSS.

How does Slice MR build cross-tabs for businesses?

A market research professional combines data points to create a detailed cross-tab.

In order for Slice MR to build a client cross-tab, a banner plan is a crucial component. A banner plan essentially serves as a roadmap for the researchers by defining the specific cross-sectionals or banner points of the data that the client wants to see. It allows the client to specify the breakdown of the survey data based on certain variables.

For example, if a client includes gender in their banner plan, it enables them to view every question in the survey broken down by male and female. This means they can analyze the survey results separately for each gender, gaining insights into any potential differences or patterns that may exist between the two groups. With this information, the client can make more informed decisions and develop targeted strategies based on the specific needs and preferences of male and female respondents.

To illustrate the significance of this process, let’s consider a survey with 50 questions and gender as the only banner point. In this case, experts will generate at least 50 tables, with more potentially being created depending on the nature of the questions. These banner tables are sizable and intricate deliverables, providing a comprehensive breakdown of the data.

However, it’s worth noting that clients who are not familiar with this level of analysis may struggle to interpret the results effectively. The complexity of the tables and the sheer amount of information can be overwhelming to those without experience in data analysis. As a result, our role at Slice MR extends beyond just providing the data; we also strive to support and educate clients on how to best utilize and interpret the cross-tabs provided. This way, clients can gain valuable insights and make informed decisions based on the data presented to them.

The banner plan essentially acts as a filter that helps organize and analyze the data in a meaningful way. It ensures the client receives tailored cross-tabulations that align with their specific research goals and objectives. By incorporating relevant variables into the banner plan, our experts can provide the client with insightful and actionable findings that can drive their business forward.

What are the specifications for deliverable banner tables?

To ensure seamless delivery, Slice MR allows a maximum of 52 banner points to be included in a single file deliverable. This is the maximum number of sections or questions that can be included in a banner plan. If you need to include more than 52 banner points, additional banners will need to be purchased.

In addition to organizing the questions, banner plans may also include special directions called the tab spec. The tab spec provides specific instructions on how to group and display certain questions and answer choices within the banner. This allows for a more customized and tailored banner design, ensuring the information is presented in a clear and organized manner.

By setting a maximum limit and providing a tab spec, Slice MR ensures the banners and cross-tabs delivered are efficient and easy to use. Whether it’s for a survey, research project, or marketing campaign, this feature helps maintain consistency and clarity in the banners, making it easier for users to navigate and comprehend the information being presented.

What is the timing for Slice MR banner tables?

At Slice MR, our top priority is to provide our clients with the most accurate and up-to-date information as quickly as possible. In order to achieve this, we continuously strive to deliver fast turnaround times for our projects. One key factor that helps us achieve shorter turnaround times is when clients provide us with their banner plans well in advance of the fieldwork close.

By providing us with banner plans in a timely manner, we have the opportunity to thoroughly review and prepare the necessary materials ahead of time. This allows us to streamline the process and ensure we can start working on the project as soon as the survey is closed.

Our typical timelines for completing a project and delivering banners are usually within 1-3 days post-survey close. This demonstrates our commitment to efficiency and promptness in delivering results to our clients. Additionally, we offer flexible options for delivering banners, including in Word or Excel format and with or without stat testing, to cater to our client’s specific requirements.

Furthermore, we go beyond just delivering banners. We understand the importance of providing comprehensive insights to our clients. Therefore, we offer additional features such as including coded open ends, weighting schemes, and special custom tables in our deliverables. This ensures our clients have access to a wide range of valuable information that can assist them in making informed decisions based on the survey results.


At Slice MR, we understand that data is the backbone of successful decision-making in any business. By partnering with us, you can rest assured that your data collection efforts will be maximized, and your quantitative data will be transformed into actionable insights. Whether you’re looking to identify new market segments, optimize your pricing strategy, or better understand consumer preferences, Slice MR is your trusted market research partner to deliver detailed cross-tabs. Contact us today to learn how you can unlock valuable data insights with our banner table service.