MKTG202 Lecture Notes - Lecture 7: Random Assignment, External Validity, Internal Validity
9 Oct 2018
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Document Summary
Insights into why certain events occur and why they happen under some conditions and no other such as. Predicting sales, or anticipating the consequences of an marketing program. Occurrence of x increases the probability of the occurrence of y. Criteria for inferring causality- whether a causes b. Temporal order- a occurs in prior to b. The causing effect must occur either before or simultaneously with the effect. Elimination of all other possible influences (b is not caused by c, d or other variables) The variable being investigated should be the only possible causal explanation. Definition- the process of manipulating the independent variables and measuring their effects on the dependent variable, while controlling for the effect of everything else. Independent variable can be manipulated, changed or altered independently of any other variable. There can be more than one independent variable. The criterion or standard by which the results of an experiment are judged (typically one dependent variable)
