Total responses are used when analyzing multiple response questions enabling you to calculate percentages based on answers or responses, rather than on people or respondents.
When viewing the results of a multi-response question, you will be looking at the percentage of all answers given for the category. While it may be that 70% of respondents mention a brand, this may account for only 10% of all responses.
If totals are shown in the analysis, then the total number of responses is displayed.
Total responses is designed to be used with standard axes without values included in elements.
In this article
- Total Responses (Sum of responses)
- Share of Responses (Percentage of responses)
- Average Mentions
- Example: Share of Market vs. Share of Mentions
1. Total Responses (Sum of responses)
In a multiple response axis, Harmoni can calculate the total sum of responses across all elements.
After creating an analysis, to include the sum of responses use the add/replace switch in the modify menu and select Sum of responses Σ to display the weighted sum or uΣ to display the unweighted sum.
The Total row displays the recalculated total mentions.
- The total sum of responses in 64,016
2. Share of Responses (Percentage of responses)
Share of responses is the share each brand has of total responses. Harmoni bases percentages on total responses instead of total respondents.
To calculate the share of responses use the add/replace switch in the modify menu and select Percentage of responses Σ%.
3. Average Mentions
Harmoni can calculate the average number of mentions per person. To calculate use the add/replace switch in the modify menu and select AVG. The average only relates to the Total row.
4. Example: Share of Market vs Share of Mentions Example
Using the example of the brand Golden Nectar, here is an explanation of the counts, total base, and percentage calculations.
|
Golden Nectar |
Total Respondents |
Total Responses |
Interpretation |
| Counts |
7,934 |
7,934 |
Counts and responses for the brand do not differ. |
| Total/Base |
8,106 |
64,016 |
Total responses counts every response which means each respondent may be counted more than once |
|
Share |
98% |
12% |
The base for percentages uses the total responses/mentions and not the total respondents. Share of Responses: 7,934/64,016 = 12% |
|
Average |
8,106 |
64,016 |
Total responses divided by total respondents equals the average number of responses per respondent. AVG: 64,016/8,106 = 7.9 |
Where to from here?
Learn more about bases