The Independent Variable goes along the top, the Dependent Variable down the side.
Put the categories in ascending order along both axes (if you’re dealing with ordinal variables). If you’re dealing with nominal variables, the order doesn’t matter. This is of critical importance. Ordinal variables must be placed in proper ascending order.
Use column percentages to explain differences among the Independent Variable.
In the example provided above, the two variables are ordered. Spendrange is the independent variable, it’s along the top. 8 campaigns resulted in less than 9936 of revenue. 3 campaigns in 9936 or more. The percentages listed are column percentages. That is to say, 8 out of 11 of the campaign spends that were less than 519 dollars, 72%, resulted in 9936 revenue.
The table below contains symmetric measures will be discussed later. They’re included to make you comfortable with their presence.
Communicating to others using this format is important because you can very quickly, visually, explain what’s important and what isn’t. You’re also implying a causal relationship between two variables by stating that one is independent and the other is dependent. Though, some may disagree with that assertion.
