Overseas to the U.S. Custom Report Definitions

BANNER POINT: The term "banner point" refers to the data subset for the column definitions.  At the top of every page in the report are twelve banner points.  For a custom report, the client defines the banner points.

ROW: Row titles are at the left-hand column of each table.  They represent responses to the different questions in the survey.  To read the results associated with a particular row, locate the row of interest and move down the column of interest to the intersection, or specific cell, which has the information on how the traveler answered the question.

CELL: A cell represents one number, usually a percentage within the report.  A specific cell can be found at the intersection of a particular column and row.

NUMBER OF RESPONDENTS: The top row of each table in the report shows the number of respondents to the question.  It is shown for each column, and provides the user with an idea of the level of confidence for the estimates in the column.  Important Note: The number of respondents is unweighted, and therefore cannot be used to calculate estimates of visitor volume.

PERCENTAGE ESTIMATES: The majority of the data in the tables represent weighted percentages.  The percentages are calculated by taking the weighted row value for a particular column definition (numerator), divided by the value of the weighted column definition (denominator), and multiply by 100 and round to the nearest one-tenth of a percent.

VISITOR VOLUME/ EXPANDED ESTIMATES: A figure that represents the total number of visitors for each column can be found at the end of Table 1 in each crosstab.  The numbers are shown in thousands.

MEANS AND MEDIANS: Where meaningful, means and medians are shown for specific tables.

DOLLAR AMOUNTS: Tables 26 and 27 report figures in dollar amounts. All amounts are in U.S. currency, and represent current dollars.

Column-Readable Data: Information in the tables should be read down columns, not across rows.

Single-Response Tables: The majority of the tables in this report are single-response tables, meaning the respondent could only give one answer to the survey question represented by the table.  In single-response tables, all numbers in a column will generally add to 100%.  Exceptions are Tables 1, 23 and 24, where sub-headings are given in the rows.  In these tables, all primary headings will add to 100%.

Multiple-Response Tables: The multiple-response tables in the report are noted with an asterisk.  In multiple-response tables, the respondent was allowed to give multiple answers to the survey question represented by the table.  Columns will not add to 100%.