A variable – also referred to as a factor – is a entity that has characteristics, attributes, or quantities that can take on different values in a study or experiment. It’s something that can be measured, observed, controlled, or changed by other variables. Variables can hold various data types, such as numbers, text (strings), or objects, and are fundamental to all types of research.
For example, if you want to test which email subject line gets the most clicks on the email, you have two primary variables: email subject line, email clicks. There may be other variables involved, which are either controlled or included as independent variables.
In statistical analysis, variables are typically classified as either independent variables, which are manipulated or controlled by the researcher, or dependent variables, which are observed or measured to see how they are affected by the independent variables.
