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Variable Definition

Any characteristic that can be measured on each unit of the population.

A variable, in the context of market research, is a measurable characteristic, attribute or factor that can take on different values. It is an element that researchers analyze to understand its impact on consumer behavior, preferences and outcomes. They are critical in both the design and interpretation of results. Variables can be quantitative (numeric) or qualitative (categorical).

What types of variables are there?

There are four types of variables.

• Independent variable – the aspect that is manipulated to test the impact on other variables.
• Dependent variables – the outcomes of changing independent variables.
• Control variables – an aspect that remains the same throughout the study to ensure it doesn’t affect the results.
• Extraneous variables – an aspect that cannot be controlled and could influence the results of the study.

These different types of variables help researchers identify patterns, test relationships and uncover the drivers behind consumer decisions.

For example, you work for company A, which makes product C. The e-suit wants to know if consumers would still purchase product C if the price increased without any change in quality.

In this example, the independent variable is the price of the product, as this is the variable that is manipulated. The dependent variable is the purchase decision of the consumer, which is what you are interested in learning. There could be many control variables in this case, but one example is product C itself as there is no change to the product. Like control variables, there could be many extraneous variables in a study. One example from this metaphorical method could be whether a participant ate before coming in.

Why are variables important to market research?

Moreover, variables enable researchers to tailor marketing strategies, segment audiences and optimize products or services to better meet and understand consumer needs. Whether you're exploring demographics, attitudes, behaviors or preferences, variables allow you to measure what matters and translate findings into actionable insights.

The significance of variables in market research lies in their ability to turn raw data into strategic direction. They help researchers ask the right questions, analyze results effectively and deliver insights that drive smarter business decisions.