correlate a demographic column with answers from multiple columns - google-sheets

Question

I have a spreadsheet from a Google Consumer Survey. The survey captured demographics as well as the responses to a question. Acceptable responses could have chosen zero or more 'answers'. The response for each answer is in a unique column. For example,
user id | gender | age | income | answer 1 | answer 2 | answer 3 |
0001 | Female | 20-30 | 50-75 | [empty] | Right | Never |
0002 | Male | 20-30 | 30-50 | Up | Left | [empty] |
I would like to know how to correlate a column of demographic info with each of the possible answers. For example, I want to be able to answer questions like, Were males more likely than females to choose X for answer 1? and Which age group was more likely to choose Y for answer 2?
I prefer an answer using Google Sheets functions, but I am open to learning other ways to understand the data. Thank you for any help!

Answer 1

Good way is to use query function. Let's first assume, your data is stored in range A:G:
A | B | C | D | E | F | G |
user id | gender | age | income | answer 1 | answer 2 | answer 3 |
0001 | Female |20-30| 50-75 | [empty] | Right | Never |
0002 | Male |20-30| 30-50 | Up | Left | [empty] |
you may write simple query functions.
For example, to count all answer 1, group them by gender and age, pivot by answer 1:
=query(A:G,"select B, C, count(D) where not A is null group by B, C pivot E")
where not A is null -- prevents empty data to be used in query
count(D) -- can count any column, that wasn't already used by query
group by B, C -- must contain all selected items, except aggregates (count, sum, ets.)
pivot E -- will make all answers to show in separate columns.
The result will look like this:
Left Never Right Up
Female 20-30 1 1 1
Female 30-40 1
Male 20-30 1 1 1
Male 30-40 1
Please, look at complete Query Language Reference to learn more.

Answer 2

Have you tried using the Pivot Table function of Google Sheets?
Download the data in excel format after the survey is complete and open with Google Sheets
Select the tab with the resulting data from the Google Consumer Survey after it is run.
From the menu, select Data -> Pivot Table. This opens a new tab in your spreadsheet.
For the Values area of the pivot table, select User ID and from the "Summerize by" dropdown, select COUNTUNIQUE
For the columns and rows, select whichever dimensions you are interested in. For instance, in your example, you would pick
"Gender" and "Answer 1" as a row and column.
"Age" and "Answer 2" as a row and column.
This should answer these kinds of questions easily.
Hope this helps!

Answer 3

What I think I needed was the COUNTIFS function (in Google Sheets). Notice the plural use, which is different than countif (singular).
COUNTIFS allowed me to specify multiple criteria to make a score for each demographic segment. For example, I could count all the Males that responded Up in the answer 1 column.