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Think back to the last time you visited a grocery store or ordered groceries online.

What were your reasons for shopping at that specific grocery store?

Everyday we face small decisions points that drive our final decisions. To better understand the relationship between these decision points and the outcomes, we conduct experiments using independent and dependent variables.

What Are Independent And Dependent Variables?

Independent and dependent variables are used in experiments to test hypotheses.

In an experiment, the independent variable (IV) is changed intentionally to test the effects on the dependent variable (DV).

For example, we might change the price of grocery items (e.g. discounted vs. premium) or store location (within 10 km vs. 30 km away) to measure the effects on grocery store shopped.


Consuming soft drinks every day can impact your weight. What is the dependent variable?


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Wanda wants to buy some banana muffins from a local shop. Each box of muffins cost $4.50.


Which of these statements is true?


Photo by Hans-Peter Gauster on Unsplash

With any experiment, it's important to understand independent and dependent variables so you can test your hypothesis and understand the cause and effect relationship between variables.

Consider for yourself. If your mood is a dependent variable, what independent variables might it have a relationship with?


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This Byte has been authored by


Kurt Cheng

An e-commerce and digital marketing ninja


Brenda Park

Market Research Manager, AIR MILES Reward Program at LoyaltyOne