Market researchers are often interested in population estimates. If a survey shows that 10% of respondents fall into a particular category they might be interested in how many people that proportion represents. A simple approximation can be made by multiplying the percentage of people who fell into the category by a target population number that the dataset is said to represent. Crunch lets you set the target population for a dataset, and see variable summaries and calculations in terms of that population.

When a dataset has a target population set, the display controls allow you to select **POP**. When you select that option all cards, analyses, and multitables will show the population estimate rather than the raw survey numbers or percentages.

## Time series considerations

The population is assumed to be constant over time.

In a normal crosstab, the population is assumed to be distributed across all cells, which is not true of a survey wave variable (categorical variable with dates). Instead, each wave is assumed to represent the entire population.

## Setting the target population

To set the target population, go to the dataset properties menu:

You can enter a Target population size and an order of magnitude for the population. For example to create a target population of 9 million, enter **9** in the target population, and select **Millions** from the drop-down. Make sure to save the changes you made to the dataset properties.