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A measure of the dispersion of a set of variable measurements around the average recorded. It is a mathematical expectation of the average squared deviations from the mean.The variance and the closely-related standard deviation are measures of how spread out a distribution is. In other words, they are measures of variability.
See also:
Variable
Variability
Related terms
Point-of-purchase displays, Effectiveness, Advertising research, National Change of Address (NCOA), In-house newspaper/magazine, Methodology, Unplanned cannibalisation, Business to consumer (B2C), Consumer, ACE PR Value, Long-range planning, Economic evaluation, Buying behaviour, Drop out, Rate card,
