Survey Key Measures Definitions of the different measures Equations/formulas Measures Per Statement     Opinion Strength Opinion Strength = ((All Agree + All Disagree)/Total All Apply) X 100% ((Count of Respondents who answered Any Agree + Count of Respondents who answered Any Disagree) / Total Number of Respondents by excluding Not Applicable Answers) * 100 Opinion Tone Opinion Tone = ((All Agree - All Disagree) / Total(All Agree + All Disagree)) X 100% ((Count of Respondents who answered Any Agree - Count of Respondents who answered Any Disagree) / (Count of Respondents who answered Any Agree + Count of Respondents who answered Any Disagree)) * 100  Opinion Positive Opinion Positive = (All Agree / Total All Apply) X 100% (Count of Respondents who answered Any Agree / Total Number of Respondents by excluding Not Applicable Answers) * 100 Opinion Negative Opinion Negative = (All Disagree / Total All Apply) X 100% (Count of Respondents who answered Any Disagree / Total Number of Respondents by excluding Not Applicable Answers) * 100 Opinion Average Opinion Average = (Sum of weighted scores / Total All Apply) X 100% Average of answer points of each statement after eliminating Not Applicable Answers Overall Average Measures Per Chapter Overall Chapter Average Opinion Measure 'M' = (Sum of Opinion Measure 'M' for all statements / Number of statements in same chapter)  Overall Average measures per Chapter are obtained upon adding-up Opinion measures for all statements within a chapter and dividing by the number of statements therein Overall Average Measures for whole survey (all Chapters combined) Overall Survey Average Opinion Measure 'M' = (Sum of Chapter Average Opinion Measure 'M' for all Chapters / Number of chapters in the Survey) Overall Average measures for the whole study are obtained upon adding-up Overall Average measures for all chapters and dividing by the number of chapters therein Index (Idx) per Statement within a Chapter Index measures for Statement 'A' within a Chapter are obtained upon dividing the required Opinion measures for this statement by the Overall Average Measures of the same chapter (all statements in the chapter combined) ((Opinion Strength for statement 'A' / Overall Chapter Average Opinion Strength) * 100% (Opinion Tone for statement 'A' / Overall Chapter Average Opinion Tone) * 100% (Opinion Average for statement 'A' / Overall Chapter Opinion Average ) * 100% (Opinion Positive for statement 'A'/ Overall Chapter Average Opinion Positive) * 100% (Opinion Negative for statement 'A' / Overall Chapter Average Opinion Negative) * 100% Index (Idx) per Chapter in the Whole Survey(all Chapters combined) Index measures for a Chapter are obtained upon dividing the required Opinion measures for this Chapter by the Overall Average Measures of the whole survey (all Chapters combined) (Opinion Strength for Chapter 'C' / Overall Survey Average Opinion Strength) * 100% (Opinion Tone for Chapter 'C' / Overall Survey Average Opinion Tone) * 100% (Opinion Average for Chapter 'C' / Overall Survey Opinion Average ) * 100% (Opinion Positive for Chapter 'C'/ Overall Survey Average Opinion Positive) * 100% (Opinion Negative for Chapter 'C' / Overall Survey Average Opinion Negative) * 100% Target (Tgt) Target audience can be defined by the user from menu in top part of screen; the opinion measures are produced and presented in the standard report format with statistics and graphics. . Benchmark (Bmk) Benchmark audience can be defined by the user from menu in top part of screen in the same way that a target audience is usually defined ; the opinion measures are produced for the Benchmark audience and presented underneath the Target Audience results in the standard report format with statistics and graphics. Index numbers are also produced that compare the Target Audience results against those of the Benchmark Audience . Base Gives the count of cases being analyzed in a specific run, and shows the % proportion these cases represent from the total survey sample. In the event that Target and Benchmark Audiences have been selected their respective counts are given and their shares of the total sample are displayed .