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Univariate Analysis - Market Research

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Univariate Analysis - Market Research

Univariate analysis is a form of quantitative, statistical, evaluation. This method of analysis separately studies the findings regarding each variable in a data set, and therefore each individual variable is summarised on its own.

Consequently univariate data does not look at relationships between various variables (like bivariate and multivariate analysis); its sole purpose is to describe one aspect of a piece of research. The easiest way of consolidating the data for one variable is either in a frequency distribution table or bar graph, although other formats can be used (e.g. pie chart, histogram etc.). This means that the number of cases in a particular category (variable) are analysed in one of these chosen means of presentation.

Using the question ‘what’s the age of individuals in the village?’ you may get a wide range of numbers, so the best thing to do is to group the ages (once you have decided on the categories to use) and tally them in a frequency table.  

Univariate Analysis - Market Research - DJS Research Ltd

After gathering the data for the particular variable in question a researcher can then determine a number of measures regarding the distribution of the data, including: the median, mean, standard deviation, and the minimum and maximum values. Having these values allows a researcher to carry out a number of tests in order to establish a clearer picture of the distribution of the data.

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