When conducting market research, data collected from surveys may not be exactly representative of the target audience. Weighting is a statistical technique that can be used to correct any imbalances in sample profiles or create reports based on different sampling scenarios after data collection.
Imagine we have a survey and want to view the data split by gender. If we then interview a sample of 400 people within this population, 300 of whom are male and 100 female then we’d know that our sample over-represents men.
Weighting the resulting data can help us to alleviate this imbalance. And let’s assume the target proportions for both men and women are 50%. The proportion of men would, therefore, need to be “down-weighted” from 75% (300 out of 400 interviews) to 50% while the proportion of women needs to be “weighted” from 25% to 50%.
You can apply weights via the reporting page. Go to the Analyze dropdown and select Weighting.
Select either Create weight or Import weight in the pop-up window. You will then have the ability to create demographic and even content-based weighting including up to six hierarchies by drag and dropping the qualifying questions.
Once you have dragged and dropped the targeted question(s), you will have the ability to create your target, while directly understanding the observed numbers as well. The below example has weighting criteria based on age.
Once you have named and saved your weight, it will appear in the pop-up when “Weighting” is selected from the Analyze dropdown. You have the option to create as many weights as possible, and also apply and de-active them based on analytical needs.