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Multivariate data refers to data involving observations on two or more variables for the same individual, object, event, or social unit. Unlike univariate data, which focuses on a single variable, and bivariate data, which examines two variables, multivariate data allows researchers to study several variables simultaneously. In the context of Information, Communication and Society, multivariate data is particularly important because communication processes and social behaviour are influenced by numerous interconnected factors such as age, gender, education, income, media exposure, technological access, political attitudes, and social environment. For ______ __________ __________ ____ _________ __________.
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