Research Topics:

Data Analysis

Content Type:

Glossary

Contingency Table Definition

A crosstabulation table that contains a cell for every combination of categories of the two variables.

A contingency table displays the frequency distribution of two categorical variables. This statistical tool organizes data into a format in which each cell represents the intersection of two variables, thus showing the count or percentage of occurrence. Every combination of a cell is shown, identifying all possible relationships between variables. The table in a structured way to unveil relationships and dependencies between categorical variables. In market research, that means showing factors that drive customer behavior and customer preferences, as well as other categorical data.

Who relies on contingency tables?

Market researchers, analysts and marketing professionals use contingency tables to decipher patterns and associations within categorical data. Those findings are valuable for making business decisions and developing effective marketing campaigns and strategies.

Why should I care about contingency tables?

Contingency tables can help to identify what customer groups respond positively to particular strategies, products and campaigns. Those insights can be used to refine marketing strategies, optimize product offerings and enhance customer satisfaction. Contingency tables serve as a foundation for strategic planning and informed marketing actions