SCARBOROUGH DATA
How to Build a QUALITAP Cross-Tab Report
»  Step 1: Click on “Cross-Tab”
button from the top menu in
QUALITAPSM.
»  Step 2: Click on the “Geography”
button to choose the Metro or
DMA®. (Optional)
•  Click on the “Demo” button to
choose the age/gender.
(Optional)
•  Click on the “Estimates” button
to choose how the information
is displayed.
»  Step 3: Click on the “Columns”
button to select categories
across the top.
»  Step 4: Click on the “Rows”
button to select categories
listed down the report.
Columns will be
displayed across
the top of the page.
»  Step 5: Click “OK” to run the
report.
Rows will be
displayed
down the page.
For Help: Press F1 at any time or call (800) 543-7300.
www.ArbitronTraining.com • 24/7 Training & Support 1-800-543-7300
© 2010 Arbitron Inc.
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SCARBOROUGH DATA
How to Build a QUALITAP Cross-Tab Report
Click on a “Column”
to sort the rows.
Click on tabs at the
bottom of the
screen to display
estimates.
To see the output,
click “Print” and
choose from “Print” or
“Preview.”
Tip: To change your
report, go to the “Report
View” by clicking the
“Exit” button on the top
left-hand corner.
For Help: Press F1 at any time or call (800) 543-7300.
www.ArbitronTraining.com • 24/7 Training & Support 1-800-543-7300
© 2010 Arbitron Inc.
2
SCARBOROUGH DATA
How to Read the QUALITAP Cross-Tab Report
KSOL-FM Column
106,037, or 21.1%, of
Adults 18+ that listen to
KSOL-FM live in a
household that plans to
buy furniture.
The KSOL-FM
listeners (18+) are 49%
more likely to buy
furniture than the average
person in the market.
21.1%
14.2% x 100 = 149
Totals = Base (Adults 18+)
788,062 or 14.2% of Adults 18+ live in a
household that plans to buy furniture.
Source: Scarborough Rel 1 2010, San Francisco Metro, Adults 18+
www.ArbitronTraining.com • 24/7 Training & Support 1-800-543-7300
© 2010 Arbitron Inc.
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