In this article
Significance Testing in Studio enables detailed group comparisons, applicable to percentage shares and mean results, with customizable settings.
1: Significance Testing Overview
To learn about Significance Testing in Studio, visit: Significance Testing Overview.
Significance testing enables detailed comparisons among distinct groups.
Significance tests apply to percentage shares and mean results and are configurable to compare all splits against each other or each split against its predecessor.
Results of significance tests are displayed within the crosstab cells. Symbols or letters indicate statistically significant differences, explained in the table key.
2: Applying Significance Testing
Access the Significance Test drop-down menu from the Crosstab ribbon. From here, you can apply significance testing and select the test type.
For more detailed settings, click "See all settings" at the bottom of the drop-down menu. This opens the Significance Testing menu:
1 Apply significance testing - Toggle the application of significance testing on or off.
2 Type of test - Choose between T-Test or Z-Test.
3 Confidence level - Set the desired confidence level.
4 Minimum base size - Specify a minimum base size for the data to be included in the test.
5 Results shown - Opt for displaying both positive and negative results, or only positive or only negative ones.
6 Compare values to - Determine which data to compare: all rows or a specific subset.
3: Examples of Significance Testing
Comparative Analysis
In this example, age groups are compared against each other, with the significance displayed within the cells.
3.2: Trend Analysis
In this example, monthly intervals are compared to the previous month to analyze trends, with arrows indicating significant differences.
Continue reading: Sheets in Crosstabs