CORRELATIONAL

RESEARCH
Presented By: Group#3
DEFINITION OF
CORRELATIONAL
RESEARCH
WHAT IS CORRELATIONAL RESEARCH?
• Correctional Research is involves on collecting data to determine whether and to what degree a
relationship exist between two or more quantifiable variables.
• Refers to a type Non-experimental research method that studies the relationship between two
variables with the help of statistical analysis.
• In terms of market research, a correlational study is generally used to study quantitative data whether
any patterns, trends, or insights exist between consumer and market variables such as;
advertisements, discounts, as well as discounts on products.
• It investigates relationships between variables without the researcher controlling or manipulating any
of them
• It reflects the strength and/or direction of the relationship between two (or more) variables. The
direction of a correlation can be either positive or negative.
CHARACTERISTICS OF
CORRELATIONAL
RESEARCH
THIS ARE THE MAIN CHARACTERISTICS OF
CORRELATIONAL RESEARCH:
• Non-experimental: Correlational study is non-experimental. It means that researchers
need not manipulate variables with a scientific methodology to either agree or disagree
with a hypothesis. The researcher only measures and observes the relationship between
the variables without altering them or subjecting them to external conditioning.
• Backward-looking: Correlational research only looks back at historical data and observes
events in the past. Researchers use it to measure and spot historical patterns between two
variables. A correlational study may show a positive relationship between two variables, but
this can change in the future.
• Dynamic: The patterns between two variables from correlational research are never
constant and are always changing. Two variables having negative correlation research in
the past can have a positive correlation relationship in the future due to various factors.
EXAMPLE OF
CORRELATIONAL
RESEARCH
HERE’S THE EXAMPLE OF CORRELATIONAL
RESEARCH:
Before we go to the example there is one thing to remember:
• The correlation coefficient shows the correlation between two variables (A
correlation coefficient is a statistical measure that calculates the strength of the
relationship between two variables), a value measured between -1 and +1. When
the correlation coefficient is close to +1, there is a positive correlation between
the two variables. If the value is relative to -1, there is a negative correlation
between the two variables. When the value is close to zero, then there is no
relationship between the two variables.
Now let us take an example to understand correlational research.
• Consider hypothetically; a researcher is studying a correlation between cancer
and marriage. In this study, there are two variables: disease and marriage. Let us
say marriage has a negative association with cancer. This means that married
people are less likely to develop cancer.
• However, this doesn’t necessarily mean that marriage directly avoids cancer. In
correlational research, it is not possible to establish the fact, what causes what. It
is a misconception that a correlational study involves two quantitative variables.
However, the reality is two variables are measured, but neither is changed. This
is true independent of whether the variables are quantitative or categorical.
Let’s look at another example of correlational research. 
• A dietician may want to find out if there is any correlation between
vegetarianism and a healthy body. The dietician conducts research on a group
of people with different diets (vegan, non-vegetarians, and vegetarians). The
dietician then statistically analyses the result to determine whether the people
with a Vegetarian diet are healthier than others.
TYPES OF
CORRELATIONAL
RESEARCH
THERE ARE THREE TYPES OF
CORRELATIONAL RESEARCH THESE ARE:
1. Positive Correlational Analysis (PCA)
• Positive correlational research is an important strategy that uses two significantly
correlated variables to see if an adjustment in one causes a similar transformation in the
other. For instance, a rise in employee wages can lead to a rise in the cost of the product,
and likewise.
2. Negative Correlational Analysis (NCRA)
• Negative correlational research is a study strategy that involves two numerically opposing
characteristics, at which an increase in one variable has an opposite reaction or a drop
from the other. If the price of products or services rises, prices plummet, and inversely, this
is an example of a negative correlation.. 
3. Zero Correlational Analysis (ZCA)
• Zero Correlational Analysis is a method of analysis in which there is no connection
between. A form of similar experiment known as zero correlational research combines
multiple parameters which were not mathematically related. 
THE DIFFERENT METHODS
OF CORRELATIONAL
RESEARCH
HERE ARE THE DIFFERENT METHODS ON
CORRELATIONAL RESEARCH:
1. Naturalistic Observation
• In naturalistic observation, the participants of the study are observed in their natural
environments. Naturalistic observation is a kind of field study. The researcher can observe
participants in grocery stores, cinemas, playgrounds, schools, etc. Researchers who use
naturalistic observation as a means of data collection observe individuals as unobtrusively
as possible. This is because they don’t want the participants to be aware of being observed
as it may influence their behaviour and they may not be their natural selves. 
• For instance, if the researcher is observing consumers in a grocery store and the kind of
items they usually buy, it is ethically acceptable as participants know that they are
subjected to being observed in public spaces. The data collected in naturalistic observation
can be qualitative or quantitative.
2. Archival data
• Archival data is another way to collect data for correlational research design. This
type of data has been collected previously by doing similar studies. Archival data
is usually collected through primary research. Archival data tends to be more
straightforward as compared to the data collected through naturalistic
observation. There is no scope for the observer effect in archival data. 
• For instance, assessing the average customer satisfaction with electronic
products for a particular brand in America is straightforward.
STRENGTH AND
WEAKNESSES OF
CORRELATIONAL
RESEARCH
THESE ARE THE STRENGTH OF
CORRELATIONAL RESEARCH:
1. Much easier to do than more rigorous experimental research because you don’t have a
control group and an independent variable to manipulate.
2. Calculating the strength of a relationship between variable.
3. Useful as a pointer, for further, more detailed research.
4. Correlational research can help us understand the complex relationships between a lot
of different variables.
5. This type of research allows us to make predictions, and can tell us if two variables are
not related, and thus searching for a cause-effect relationship between the two is a huge
waste of time.
THESE ARE THE WEAKNESSES OF
CORRELATIONAL RESEARCH:
1. Correlation is not the same as causation! Even if two variables are related to one
another, that does not mean we can say for certain how the cause and effect relationship
works. 
2. All correlation shows a relationship, or a lack of a relationship, between two variables.
3. If you are trying to find out cause and effect you cannot accomplish this correlation
research because you don't know which variable preceded the other in time.
4. A lack of correlation may not mean there is no relationship, it could be non linear.

5. Extraneous variables might interfere with the information

WHEN DO WE USE CORRELATIONAL
RESEARCH?
When Must Correlational Research be Used?
• Correlational research is a great way to quickly collect data from natural situations.
This allows you to apply your results to real-life problems in a way that is externally
legitimate. There are a few instances where correlational research is the best option.
1. To look into non-causal connections.
• You want to see if there's a link between two parameters, but you don't expect to
uncover a cause-and-effect relationship. Correlational research can help academics
construct hypotheses and make predictions by providing insights into complicated real-
world interactions.
2. To look into the causal links between variables.
• You believe there is still a causative link between two factors, but conducting experimental
study that tries to influence one of several variables is impracticable, immoral, or too
expensive. Correlational research can give preliminary evidence or more support for causal
connection ideas.
3. To put new measuring instruments to the test
• You've created a new tool for assessing your variable and want to see if it's reliable or
valid. Correlational research can be done to see if an instrument consistently and properly
measures the notion it's supposed to.
THAT’S ALL THANK
YOU!