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Marketing Research-Iacobucci,Churchill - Ch06

Marketing Research-Iacobucci,Churchill - Ch06

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Published by Sid Black

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Published by: Sid Black on Nov 01, 2010
Copyright:Attribution Non-commercial


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Chapter 6
Causal Design
© 2005 Thomson/South-Western
Types of Evidence That Supports a Causal Inference
Concomitant variation--evidence of
the extent to which X and Y occur
together or vary together in the
way predicted by the hypothesis
Time order of occurrence of
variables--evidence that shows X
occurs before Y
Elimination of other possible
causal factors—evidence that
allows the elimination of factors
other than X as the cause of Y
X -- the presumed cause
Y -- the presumed effect
Types of Experiments
cientific investigation in which
n investigator manipulates and
ontrols one or more independent
ariables and observes the
ependent variable for variation
oncomitant to the manipulation
f the independent variables
Laboratory Experiment
Field Experiment
Research study in a realistic situation in
which one or more independent variable
are manipulated by the experimenter
under as carefully controlled conditions
as the situation will permit
Research investigation in which
investigator creates a situation with exac
conditions so as to control some, and
manipulate other, variables

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