What Is Correlation Analysis?

What Is Correlation Analysis?

Correlation analysis is used to determine the presence and strength of a relationship between two or more variables. Some types of correlation analysis include bivariate correlation, partial correlation, and multiple correlation. Correlation is a measure of the degree to which two or more variables are linearly related. When two or more variables change together in a way that is consistent and predictable, they are said to be correlated.

Correlation analysis is a tremendous tool to use when identifying improvement areas.

Correlation Analysis is a powerful feature within Funnels that allows you to automatically identify and highlight significant factors that could be affecting the conversion rate of users within your funnel.

By directly comparing the conversion rates of users for a specific property, Funnels’ breakdown feature makes it easy to identify which areas may need further investigation.

By providing a distinct perspective on which factors impact your business the most, you can feel more confident in the actions you take after the report.    

When two or more variables change together in a way that is consistent and predictable, they are said to be correlated. According to Croxton and Cowden, correlation is a statistical tool used to measure the relationship between two or more variables and express it in a brief formula. According to A.M. Tuttle, correlation is an analysis of the relationship between two or more variables.

Take customer experience, for example. Let’s say you have the overall customer satisfaction score you need. 

But then, you want to know how that correlates with other aspects of the customer experience. This is where correlation stats are especially helpful. 

This includes looking at factors like: 

  • Product price
  • Product ship time
  • Product quality 

In this blog post, our market research company provides more insight into correlation analysis including its definition, benefits, how to measure correlation, and more.

What is Correlation Analysis?

Correlation analysis in market research is a statistical method that identifies the strength of a relationship between two or more variables. In a nutshell, the process reveals patterns within a dataset’s many variables.

It’s all about identifying relationships between variables–specifically in research. 

Using one of the several formulas, the end result will be a numerical output between -1 and +1.

Types of Correlation Analysis

Positive Correlation: A positive correlation means that when one variable increases, the other variable also increases. The linear relationship between the two variables is positive.

Negative Correlation: A negative correlation is when two variables move in opposite directions. For example, as one variable increases, the other decreases.

No Correlation: No correlation means that the two variables are not related to each other. They may move in the same direction or in opposite directions, but there is no linear relationship between them.

Correlation and Causation

The degree of correlation between two or more variables can be determined using correlation. However, it does not consider the cause-and-effect relationship between variables. If two variables are correlated, it could be for any of the following reasons:

1) The relationship is causal,

2) There is a third variable that is causing the relationship between the two variables, or

3) The relationship is coincidental.

Significance of Correlation

  • It helps determine the degree of correlation between the two variables in a single figure.
  • By identifying important variables, it facilitates understanding economic behaviour. 
  • It is possible to estimate one variable’s value using the value of another when two variables are correlated. The regression coefficients are used for this.
  • Correlation is an important tool in the business world for making decisions. To reduce uncertainty, correlation helps in making predictions. Correlation-based predictions are probably reliable and accurate.

Benefits of Finding Correlation Analysis in Market Research

There are several reasons to consider running a correlation analysis in your next market research study.

For one, planning a correlation analysis motivates market researchers to ask better questions in the survey.

Knowing many variables will be examined during the analysis, researchers will spend more time thinking through all the most important and relevant data that should be collected.

Once you have the data, the correlation analysis helps you identify which variables have the strongest relationships. Unforeseen negative or positive correlations may help businesses make better-informed decisions.

Even though correlation analysis results are not a great predictor themselves, they can still inform future qualitative or quantitative research.

For instance, you may discover a significant pattern between variables that inspires additional research.

In other words, correlation tells you there is a relationship, but regression shows you what that relationship looks like.

How to Conduct Correlation Analysis

The first step in running a correlation analysis in market research is designing the survey. You will need to plan with questions in mind for the analysis.

This includes anything that yields data that is both numerical and ordinal. Think of metrics such as:

  • Agreement scales
  • Importance scales
  • Satisfaction scales
  • Money
  • Temperature
  • Age

Once the survey is finalized, you will need to program and test it to ensure the questions are functioning correctly. Mislabelled scales or improper data validation in the programming will taint the data used for correlation analysis.

The next step will be to administer the fieldwork of the survey.

Clean data for the analysis after the target number of responses is reached. This protects the integrity of the data for the analysis, as well.

When to Use Correlation Analysis in Market Research

Correlation analysis is useful for all kinds of data sets, but there are common uses within market research.

You are likely to find a useful application for them in customer satisfaction surveys, employee surveys, customer experience (CX) programs, or market surveys.

These surveys typically include many questions that make ideal variables in a correlation analysis.

Only use correlation analysis if you understand and can explain to a client that correlation is not causation.

It is tempting to jump to the conclusion that two variables have a direct result on each other, but this analysis is meant for identifying connections, not predicting them.

That said, when there is an interest in discovering relationships between two or more variables, correlation analysis is an excellent fit in a market research project.

Why is it important to use correlation analysis in your business?

A correlation analysis is a powerful tool for assessing the impact of your business factors. It can help you not only identify problem areas but also determine the effectiveness of your marketing campaigns. Unlike other research methods, correlation analysis can provide a clearer picture of how two variables interact with each other. It makes it possible to see how different variables affect one another and requires a smaller sample size than other types of research.

It’s important to understand your customers and learn about the various marketing channels at your disposal. You need to know what kind of information you’re looking for as well. If you’re just looking for attribution, or if you’re trying to nail down an overarching marketing strategy that works best overall. By taking advantage of these two things, you will be able to be determining which channels are performing more effectively through univariate correlation analysis and multivariate correlation analysis software.


Ideally, you want to know where your company is performing well and where there are opportunities for growth. If you don’t know how to identify where there might be problems or areas that need improvement, then correlation analysis can help you understand what is driving your business forward or hindering it from achieving its goals. When your business relies on several different factors at once to grow and succeed, this means it’s difficult and sometimes seemingly impossible to figure out why something goes wrong if it does. But using correlation analysis helps you better understand which factors affect your business both positively and negatively so that you can put in place management strategies that will create success instead of allowing anything hindering progress stay as part of the plan.

We hope you enjoyed our article about correlation analysis. When two or more variables change together in a way that is consistent and predictable, they are said to be correlated. We hope this article has helped you understand correlations and we hope that if you are interested to learn more, you will visit our website at Stay connected for future updates.

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