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mkt 335 dvd 9-11 - MKT 335MARKETING RESEARCH CAUSAL...

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MKT 335—MARKETING RESEARCH CAUSAL RESEARCH DESIGNS I) CAUSAL RESEARCH DESIGNS Cause and Effect Relationships (4-5 p's) (experiment) Can’t “Prove” Anything-can't say anything is 100% (evidence, but no proof/ always room for error) Ask 3 Questions Quiz-modern art? 1) Conditions for Causality- A) Consistent Variation- concominant variation B) Time Order of Events-sequence C) Eliminate Other Explanations Revisit: Letter Bias Study (200, 100, 0, -100, -200) A) 116 L) 71 W) 38 B) 92 M) 78 X) -8 C) 73 N) 44 Y) 25 D) 53 O) 50 Z) -3 E) 64 P) 44 F) 12 Q) -8 G) 56 R) 65 H) 51 S) 82 I) 54 T) 68 (towards end of alphabet) J) 61 U) 14 (coke with m and q) K) 49 V) 20
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2) Experimental Errors Awareness, Attempt to Control A) Auspices Bias- altering your answers because you know who the sponsor of the data is (who is collecting the data) B) History Effect-96 olympics in Atlanta, 9-11, completely out of your control (uptick in the economy) C) Maturation Effect D) Mortality E) Selection Bias F) Instrument Variation G) Testing Effect Errors i. Reactive Effect Testing Error ii. Main Effect Testing Error
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iii.
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