Cross Tabulating Multi Response Survey Data In Excel (Data Structure)

[Hopeless Cub Fan]

I have some survey data in excel that I am trying to cross tabulate, and I am having trouble making this work.

Below is a sample of the data, both in text and numerical form. I’m not sure how to structure the data so that I can pivot the questions and corresponding answers. The biggest issue is when the survey answers to one question span more than one column. I don’t know how to format the data in this situation so I can pivot it.

The end goal is to be able to pivot the various questions and answers and see the frequency relationship between the different questions and answers.

As an example, I might want to pivot the answers to “Which of the following have you purchased or installed in the last 12 months? Check all that apply” down the rows, have the answers to “’ When making the decision about which widget to purchase, how important were each of the following criteria?” across the rows, and have the frequency of each combination appear in the values section.

This is the first time I have ever tried to analyze survey results, so this is new to me despite the fact that I am fairly proficient in Excel. I am open to using power pivot if that is a more effective approach. Thanks in advance for your help.

Excel 2010

	A	B	C	D	E	F	G	H	I	J	K	L	M	N	O	P	Q	R	S	T	U
Sample Responses As Text
3725249096	Both	Owner/Operator	21-35%	5-20%	Widget 3	Widget 4	Widget 5	Widget 6	Very important	Very important	Very important	Very important	Very important	Very important	Very important	Very important	Very important
3721689031	Both	Owner/Operator	More than 75%	21-35%	Widget 6	Very important	Important	Neutral	Very important	Important	Very important	Important	Important	Neutral
3713527632	Both	Owner/Operator	5-20%	21-35%	Widget 1	Widget 3	Widget 4	Widget 6	Very important	Very important	Neutral	Very important	Very important	Very important	Important	Neutral	Neutral
3713448062	Residential	Owner/Operator	51-75%	5-20%	Widget 3	Widget 4	Widget 5	Important	Important	Very important	Very important	Very important	Unimportant	Unimportant	Very Unimportant	Important
3713326911	Residential	Owner/Operator	36-50%	5-20%	Widget 3	Widget 4	Widget 5	Widget 6	Very important	Important	Neutral	Very important	Important	Important	Important	Very important	Neutral
3713050731	Residential	Owner/Operator	5-20%	More than 75%	Widget 3	Widget 4	Widget 5	Widget 6	Important	Important	Important	Very important	Important	Very important	Important	Important	Neutral
3712507947	Both	Owner/Operator	21-35%	51-75%	Widget 3	Widget 4	Widget 6	Very important	Important	Important	Very important	Very important	Important	Important	Very important	Neutral
3712316379	Residential	Owner/Operator	36-50%	More than 75%	Widget 3	Widget 5	Widget 6	Important	Neutral	Important	Very important	Very important	Very important	Important	Neutral	Neutral
3712290199	Both	Owner/Operator	36-50%	5-20%	Widget 1	Widget 3	Widget 4	Widget 6	Neutral	Important	Very important	Very important	Very important	Important	Important	Important	Important
3712286580	Residential	Owner/Operator	5-20%	51-75%	Widget 1	Widget 3	Widget 5	Widget 6	Very important	Important	Neutral	Important	Important	Important	Important	Unimportant	Important
Sample Responses As Numbers (Numerical Values)
* Numerical Values are translated by the order in which answers appear. In other words, answer option 1 would be assigned 1 as a value and so on. Any "other" answer choices will be assigned 0 as a number.
* For Rating questions, the weighted value that we assign to each choice mirrors the numerical value format in Excel.
3725249096
3721689031
3713527632
3713448062
3713326911
3713050731
3712507947
3712316379
3712290199
3712286580

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[TD="align: center"]3[/TD]
[TD="align: center"]RespondentID[/TD]
[TD="align: center"]What is your primary business focus?[/TD]
[TD="align: center"]What is your role within your Company? [/TD]
[TD="align: center"]What percentage of your business is widget related?[/TD]
[TD="align: center"]What percentage of your business are super widget related? [/TD]
[TD="align: center"]Which of the following have you purchased or installed in the last 12 months? Check all that apply [/TD]
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[TD="align: center"]When making the decision about which widget to purchase, how important were each of the following criteria? [/TD]
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[TD="align: center"]Widget 1[/TD]
[TD="align: center"]Widget 2[/TD]
[TD="align: center"]Widget 3[/TD]
[TD="align: center"]Widget 4[/TD]
[TD="align: center"]Widget 5[/TD]
[TD="align: center"]Widget 6[/TD]
[TD="align: center"]Other (please specify)[/TD]
[TD="align: center"]Product availability[/TD]
[TD="align: center"]Ease of installation[/TD]
[TD="align: center"]Product design[/TD]
[TD="align: center"]Product quality/workmanship[/TD]
[TD="align: center"]Brand reputation[/TD]
[TD="align: center"]Technical support[/TD]
[TD="align: center"]Product Warranty[/TD]
[TD="align: center"]Warranty Claims Process[/TD]
[TD="align: center"]Price[/TD]

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[TD="align: center"]RespondentID[/TD]
[TD="align: center"]What is your primary business focus?[/TD]
[TD="align: center"]What is your role within your Company? [/TD]
[TD="align: center"]What percentage of your business is widget related?[/TD]
[TD="align: center"]What percentage of your business are super widget related? [/TD]
[TD="align: center"]Which of the following have you purchased or installed in the last 12 months? Check all that apply [/TD]
[TD="align: center"][/TD]
[TD="align: center"][/TD]
[TD="align: center"][/TD]
[TD="align: center"][/TD]
[TD="align: center"][/TD]
[TD="align: center"][/TD]
[TD="align: center"]When making the decision about which widget to purchase, how important were each of the following criteria? [/TD]
[TD="align: center"][/TD]
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[TD="align: center"]Response[/TD]
[TD="align: center"]Response[/TD]
[TD="align: center"]Response[/TD]
[TD="align: center"]Widget 1[/TD]
[TD="align: center"]Widget 2[/TD]
[TD="align: center"]Widget 3[/TD]
[TD="align: center"]Widget 4[/TD]
[TD="align: center"]Widget 5[/TD]
[TD="align: center"]Widget 6[/TD]
[TD="align: center"]Other (please specify)[/TD]
[TD="align: center"]Product availability[/TD]
[TD="align: center"]Ease of installation[/TD]
[TD="align: center"]Product design[/TD]
[TD="align: center"]Product quality/workmanship[/TD]
[TD="align: center"]Brand reputation[/TD]
[TD="align: center"]Technical support[/TD]
[TD="align: center"]Product Warranty[/TD]
[TD="align: center"]Warranty Claims Process[/TD]
[TD="align: center"]Price[/TD]

[TD="align: center"]23[/TD]

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[Hopeless Cub Fan]

I was finally able to figure out how I needed to structure the data. Below is an example. Basically, the column headers were the "Child Question" (as that was the question ultimately being answered). I had to manually group and add in the parent question #'s.

The breakthrough came from Using Tableau to Visualize Survey Data — Part 1 » Data Revelations. I have no affiliation with the site. I just want to share how I solved this problem in the hopes that it will help someone else in the future.


Excel 2010

	A	B	C	D	E	F	G	H	I
3642128550	Q1	Q1	What is your primary business focus?	What is your primary business focus?	Both
3642128550	Q2	Q2a	What is your role within your Company?	What is your role within your Company?	Sales Engineer
3642128550	Q2	Q2b	What is your role within your Company?	Other
3642128550	Q3	Q3	How many years have you worked in this industry?	How many years have you worked in this industry?	10+ years
3642128550	Q4	Q4a	Do you primarily work in Industry A or B?	Do you primarily work in Industry A or B?	B
3642128550	Q4	Q4b	Do you primarily work in Industry A or B?	Other
3642128550	Q5	Q5a	Which of the following have you bought this year? Check all that apply	Product A	Product A
3642128550	Q5	Q5b	Which of the following have you bought this year? Check all that apply	Product B	Product B
3642128550	Q5	Q5c	Which of the following have you bought this year? Check all that apply	Product C
3642128550	Q5	Q5d	Which of the following have you bought this year? Check all that apply	Product D	Product D
3642128550	Q5	Q5e	Which of the following have you bought this year? Check all that apply	Product E
3642128550	Q5	Q5f	Which of the following have you bought this year? Check all that apply	Product F	Product F
3642128550	Q5	Q5g	Which of the following have you bought this year? Check all that apply	Other

<colgroup><col style="width: 25pxpx"><col><col><col><col><col><col><col><col><col></colgroup><thead>
</thead><tbody>
[TD="align: center"]1[/TD]
[TD="align: center"]Respondent ID[/TD]
[TD="align: center"]Question Order[/TD]
[TD="align: center"]Parent Question[/TD]
[TD="align: center"]Child Question[/TD]
[TD="align: center"]ID Record Count[/TD]
[TD="align: center"]Parent Question Text[/TD]
[TD="align: center"]Child Question Text[/TD]
[TD="align: center"]Answer Value[/TD]
[TD="align: center"]Answer Text[/TD]

[TD="align: center"]2[/TD]

[TD="align: right"]1[/TD]

[TD="align: right"]1[/TD]

[TD="align: right"]3[/TD]

[TD="align: center"]3[/TD]

[TD="align: right"]2[/TD]

[TD="align: right"]2[/TD]

[TD="align: right"]3[/TD]

[TD="align: center"]4[/TD]

[TD="align: right"]2[/TD]

[TD="align: right"]3[/TD]

[TD="align: right"][/TD]

[TD="align: center"]5[/TD]

[TD="align: right"]3[/TD]

[TD="align: right"]4[/TD]

[TD="align: right"]5[/TD]

[TD="align: center"]6[/TD]

[TD="align: right"]4[/TD]

[TD="align: right"]5[/TD]

[TD="align: right"]2[/TD]

[TD="align: center"]7[/TD]

[TD="align: right"]4[/TD]

[TD="align: right"]6[/TD]

[TD="align: right"][/TD]

[TD="align: center"]8[/TD]

[TD="align: right"]5[/TD]

[TD="align: right"]7[/TD]

[TD="align: right"]1[/TD]

[TD="align: center"]9[/TD]

[TD="align: right"]5[/TD]

[TD="align: right"]8[/TD]

[TD="align: right"]2[/TD]

[TD="align: center"]10[/TD]

[TD="align: right"]5[/TD]

[TD="align: right"]9[/TD]

[TD="align: right"][/TD]
[TD="align: right"][/TD]

[TD="align: center"]11[/TD]

[TD="align: right"]5[/TD]

[TD="align: right"]10[/TD]

[TD="align: right"]4[/TD]

[TD="align: center"]12[/TD]

[TD="align: right"]5[/TD]

[TD="align: right"]11[/TD]

[TD="align: right"][/TD]
[TD="align: right"][/TD]

[TD="align: center"]13[/TD]

[TD="align: right"]5[/TD]

[TD="align: right"]12[/TD]

[TD="align: right"]6[/TD]

[TD="align: center"]14[/TD]

[TD="align: right"]5[/TD]

[TD="align: right"]13[/TD]

[TD="align: right"][/TD]
[TD="align: right"][/TD]

</tbody>

Sheet2​