Research Topics:

Data Analysis | Quantitative Research

Content Type:

Glossary

Confounding Variable Definition

An unforeseen and unaccounted-for variable that jeopardizes reliability and validity of an experiment's outcome because it decreases the ability to isolate cause and effect. Also known as an external variable.

A confounding variable is an extraneous factor that impacts the relationship between independent and dependent variables. Also known as an external variable, it can lead to incorrect interpretations of data by creating a false impression of causality. That’s because the observed relationship is influenced by this third variable. This unforeseen and unaccounted-for variable jeopardizes reliability and validity of study outcomes because it decreases the ability to isolate cause and effect. But by acknowledging and controlling these variables, researchers can more successfully isolate the true impact of their marketing efforts. 

Who relies on a confounding variable?

Researchers, analysts and marketing professionals seek to understand and address confounding variables so they can identify and control these variables. Accounting for these variables ensures the accuracy and reliability of study findings and conclusions.

Who relies on a confounding variable?

Failing to account for confounding variables can lead to misleading insights. Unaddressed variables can lead to  incorrect marketing strategies, misallocated resources and ineffective decision making. Conversely, properly addressing confounding variables increases the validity and quality of research outcomes.