Research Topics:

Data Analysis

Content Type:

Glossary

Banner Definition

The column headings, or crosstab breaks, that run horizontally across the top of a computer table.

What is a banner in marketing research?

In marketing research, a banner is a type of data table used to display survey results. It typically presents one or more key variables (such as demographics, behaviors or attitudes) as columns across the top of the table so researchers can compare responses across different subgroups.

How does a banner work?

When analyzing survey data, researchers often want to see how different groups answered a question. For example, responses to a satisfaction question might be shown side by side for men vs. women or for different age groups. The “banner” is the top row of categories that guides this comparison.

Key aspects of a banner

• Displays subgroup categories across the top of a data table

• Allows for crosstabulation of responses by different characteristics

• Makes it easier to identify differences between audience segments

• Often used with demographic, geographic or behavioral data

Why are banners important in marketing research?

Banners help researchers uncover meaningful patterns in survey data by highlighting how opinions or behaviors vary across groups. This structured view supports deeper insight into target audiences, enabling marketers and clients to tailor messaging, products and strategies more effectively.

Who relies on banners?

• Data analysts use them to create clear tables for cross-tabulation

• Researchers rely on them to identify subgroup differences in surveys

• Clients and stakeholders look at banner tables to interpret results and guide decisions

How do marketing researchers use banners?

Researchers apply banners during data analysis to compare key measures across different respondent segments. For example, they might create banner tables to analyze how purchase intent differs by age, income or region. This approach simplifies complex data into a format that is easy to read and interpret, ensuring insights are actionable and relevant.