Custom Question Detail Report

This report shows how customers responded to a selected custom question and provides sales data for customers based on their response (including non-response) to that custom question. Sales data is supplied for each category of customers, where the categories are defined as the customers who gave the same response to the question.

The report includes a bar chart and a data table.

The bar chart shows the percentage of customers who gave one answer or another, or no answer; and the percentage of total sales (from the population exposed to the question) that came from each customer category.

Note: The numbers returned from customer responses can add up in different ways. Many questions have just one answer, that is, one alternative. One customer supplies one answer to one such question, and this counts as one "Unique Customer Response". However, some questions have multiple responses; for example, any question whose instructions say, "Check all that apply." For questions such as these, one customer can supply multiple responses. For these questions, each selected check box or button counts as one "Unique Customer Response".

Notes on custom question data listed in rows

The data table addresses the total population that was asked to respond to the question. Sales data is provided for the following:

  • The total population, including those who answered and those who did not; labeled "Total"
  • Each group of customers that clicked on a particular response.
  • The population subgroup that clicked on any of the possible responses; labeled "Total for any Answer".
  • The population subgroup that did not click any response; labeled "No Answer".

Notes on column headings and how values in columns are derived:

Unique Customer-Responders
The number of unique (different) customers responding to the custom question
Net Transactions
The total number of transactions associated with the unique customers during the specified time period.
Net Sales
The sum of the sales associated with the unique customers during the specified time period.
Net Units
The sum of the units sold in transactions associated with the unique customers during the specified time period.
% of total customers
The percentage of the total number of customers asked to respond to this custom question. For the Total row, this is always 100%.
% of total sales
The percentage of total sales associated with the customers asked to respond to this custom question. For the Total row, this is always 100%.
Sales per customer
The net sales figure divided by the number of Unique Customer-Responders.