BANNER POINT: The term "banner point" refers to the client specified subset for each column definition. At the top of every page in the report are twelve banner points. For a custom report, the client defines the banner points (columns).
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.