The Composition metric, expressed as a percentage, tells us the number, or share, of people in the audience who have an attribute or trait.
The Composition numbers for all attribute values under an attribute may not always add up to 100%.
There are two primary reasons why you can encounter these metrics adding up to less than 100%:
- Multi-select survey question
- Follow-on survey question
1. Multi-select survey question
Our survey contains questions that allow survey-takers to pick multiple responses. Because of this, these responses are not going to be mutually exclusive and responses will overlap with one another. And when answers overlap, the sum of the composition numbers for all attribute values in an attribute is likely to be over 100.
For example, the survey question asking about Retailer Selection Traits allows participants to identify three traits.
If all survey-takers picked three Retailer Selection Traits,
2. Follow-on survey question
Some questions are conditional follow-ons and are only asked if a survey-taker meets that condition, based on previously provided answers. In this case, the sum of composition numbers will represent the percentage who qualified to answer the follow-on question.
For example, we ask survey-takers whether they have any pets. If someone responds with yes, that participant will get a follow-on question about the types of pets she owns. In this case, "Which of the following pets do you have in your household?" is a follow-on question asked only of those people who said yes to being a pet owner. Because not everyone in the online adult population owns a pet, the composition numbers for an audience owning a dog and owning a cat will not add up to 100%. Instead, their sum will refer to the percentage of people who said yes to parent question of owning a pet.