Bivariate Statistical Measures

Bivariate Statistical Measures

1. Correlation and regression analyses are frequently used by market researchers to study the relationship between two or more variables. Although it is common to use these terms interchangeably, there is a difference in their purpose.

   • Regression
     • statistical technique used to measure the closeness of the linear relationship between two or more variables on an interval scale.
   • Correlation:
     • Statistical technique used to derive an equation relating a criterion variable to one or more predictor variables; when only one predictor variable is used, it is simple regression analysis, and if two or more are used, it is multiple regression analysis.