ANOVA

Also known as: Analysis of Variance, ANOVA, F-test

Statistical test comparing the means of three or more groups to determine if there are significant differences between them.

ANOVA (Analysis of Variance) is a statistical test that determines whether there are statistically significant differences between the means of three or more groups. It is the natural extension of the t-test (which compares only two groups) for multiple comparisons.

In market research, ANOVA is frequently used to: compare average satisfaction across multiple consumer groups (SES, region, age), evaluate whether there are significant differences in purchase intent among various product concepts, and analyze whether Brand Tracker results differ significantly between measurement periods.

When the global ANOVA indicates significant differences, post-hoc tests (Tukey, Bonferroni, Duncan) identify exactly which pairs of groups differ. Two-way ANOVA allows analyzing the effect of two categorical variables simultaneously and their interaction.