For reading the vertical percent in a cross tab, we read from top (1), down to the vertical percent( 2), then left to the comparable variable in the row (3). In this example we would read this as follows:
In other words, 16.7 percent of people surveyed who are very interested in NFL football said that they eat at Applebee's the most.
For reading the horizontal percent in a cross tab, we read from left, across to the horizontal percent, then up to the comparable variable in the row. In this example we would read this as follows:
In other words, 19.8 percent of people surveyed who said they eat at Bob Evans the most are also very interested in Major League Baseball.
The index in Simmons is the likelihood of one variable to match another variable from the survey.
The index is expressed by how it relates to the base. In our example below, the base is the Total Survey Population, or in other words, the General Population. Since the average is 100, an index higher than 100 is more likely to match, while an index lower than 100 is less likely to match.
The index can relate to either the column or the row, so it can be read in both horizontal and vertical directions. In our example below: