Which of the following statements is false about cross-tabulation?
A. It is the primary form of data analysis in some marketing research projects.
B. It is used to determine if differences exist among sub-groups of the total sample.
C. Generally speaking, demographic variables are used as rows and other research variables are used as columns in a cross-tab.
D. It reports both absolute frequencies as well as percentages.
E. The selection of variables for a cross-tab should be driven by the objectives of the research study.
Answer: C