Contingency Table

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Understanding Contingency Tables

What is a Contingency Table?

A contingency table, also known as a cross tabulation or crosstab, is a type of table in a matrix format that displays the frequency distribution of variables. It's used to record and analyze the relationship between two or more categorical variables.

Count Analysis

Shows the raw frequency of each combination of categories. This is the most basic form of contingency table analysis.

Percentage Analysis

Converts frequencies to percentages, showing proportional relationships:

Row percentages (within each row)
Column percentages (within each column)
Total percentages (of grand total)

Tips for Interpretation

Look for:

Patterns in the data
Unexpected high/low values
Row/column trends
Overall distributions

Consider:

Sample size adequacy
Missing data patterns
Practical significance
Context of the data

Market Research Example: Smartphone Brand Preference

A smartphone company surveyed 1000 participants about their age group and preferred brand.

Frequency Distribution

Age Group	BrandA	BrandB	BrandC	Other
18-24	80	100	60	10
25-34	120	90	70	20
35-44	100	70	80	50
45+	60	40	30	20

Brand Preferences by Age Group (Absolute Numbers)

Brand Preferences by Age Group (Percentage)

Key Insights:

BrandA is most popular with the 25-34 age group.
BrandB is favored by the 18-24 age group.
Older age groups (35+) show more diverse preferences.

This contingency table helps the company understand how brand preferences vary across age groups, informing targeted marketing strategies and product development.

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