Both distributions and trends of values within a demographic variable are of interest.

Minimal statistical weighting was used to calibrate the sample to known population percentages in relation to demographic variables.

For example, chapter 3 highlights how various demographic variables may shed additional light on this gap in perceptions.

After adjustment for demographic variables, pet owners scored higher on social capital and civic engagement scales.

The variables used for this segmenting in these groups are usually geographical, psychographical, behavioral and demographic variables.