economicsand marketinga universe is a population to be studied or measured.
In economics a population to be measured is described as a "universe", and the measures which are generated are intended to reflect the behavior of that population. Different
statistical surveys may measure related, but different, universes and have to be adjusted to reflect this difference. For example the American Bureau of Labor Statisticshas a household surveyand an establishment surveyto measure employment. The differences in the populations and behavior that these two surveys measure are said to be the differences in their "universe".
The word has a similar meaning in marketing, where it describes the activity in a given population. For example,
ASCAPmeasures airplay in different radio "universes" to determine royalties for different songs, because e.g. air play in the "classical" universe is compensated differently from popular music. It also fundamental to television audience measurement: advertisers buy into programmes based on the ratings in different demographicuniverses and those different universes will cost different amounts. For example, a hair dye ad campaignmay buy 1000 Gross Rating Points (GRP) in the Women 25-44 universe in order to target that particular audience, rather than a demographic irrelevant to their product.
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