METHODOLOGY: Statistical Testing and Significance
All data reported are unweighted.
Statistical significance testing is based on a 90% confidence level.
- The number of people answering any question (referred to as the “base”), as well as the placement of the numbers on the normal or bell curve, affect whether or not two numbers are considered “statistically significantly different.”
- For ease of interpretation, all statistically significant differences between numbers are indicated by up or down arrows or by a letter designation.
Up arrows (?) signify a statistically significant increase relative to the baseline time period.
Down arrows (?) signify a significant decrease relative to baseline.
When target audiences (segments) are compared to each other, a letter next to a percentage figure indicates that that segment is significantly higher on that measure than another segment.
- In these cases, an “N” signifies a percentage that is significantly higher than the percentage for “Neat Neighbors,” “F” means the number is higher than the score for “Fix it Foul-Ups” and “R” indicates it is higher than “Rubbish Rebels.”