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No. 11 (2025)
Marketing

Articles

THEORETICAL BASIS OF USING CORRELATION COEFFICIENTS IN MARKETING RESEARCH

Published 2025-11-29

Authors
Muradov Rustamjon Sobitxonovich
Affiliation
Professor of Namangan State Technical University
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Abstract

The article discusses the theoretical foundations of correlation coefficients used to assess the relationships between variables in marketing research. Pearson, Spearman, and Kendall coefficients, as well as more complex forms of correlation (nonlinear and partial correlation), are explained using marketing indicators such as demand, price, advertising effectiveness, and consumer behavior.

Keywords

relationship, Pearson, Spearman, Kendall coefficients, advertising, marketing, brand image

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