Correlation analysis in research is a statistical method used to measure the strength of the linear relationship between two variables and compute their association. Simply put - correlation analysis calculates the level of change in one variable due to the change in the other. A high correlation points to a strong relationship between the two variables, while a low correlation means that the variables are weakly related.

When it comes to market research, researchers use correlation analysis to analyze quantitative data collected through research methods like surveys and live polls. They try to identify the relationship, patterns, significant connections, and trends between two variables or datasets. There is a positive correlation between two variabls when an increase in one variable leads to the increase in the other. On the other hand, a negative correlation means that when one variable increases, the other decreases and vice-versa.

Correlation between two variables can be either a positive correlation, a negative correlation, or no correlation. Let's look at examples of each of these three types:

Correlation analysis is used to study practical cases. Here, the researcher can't manipulate individual variables. For example, correlation analysis is used to measure the correlation between the patient's blood pressure and the medication used. Marketers use it to measure the effectiveness of advertising. Researchers measure the increase/decrease in sales due to a specific marketing campaign.

The advantages of correlation analysis are: