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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:
     • A 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.