Give three reasons why cross-tabulation is widely used in marketing research

What will be an ideal response?

Cross-tabulation is widely used in commercial marketing research because (1 ) cross-tabulation analysis and results can be easily interpreted and understood by managers who are not statistically oriented; (2 ) the clarity of interpretation provides a stronger link between research results and managerial action; (3 ) a series of cross-tabulations may provide greater insights into a complex phenomenon than a single multivariate analysis; (4 ) cross-tabulation may alleviate the problem of sparse cells, which could be serious in discrete multivariate analysis; and (5 ) cross-tabulation analysis is simple to conduct and appealing to less sophisticated researchers.