mktg 465 final 03 Flashcards
which notion of causality is deterministic?
the classic notion
which notion of causality can infer that X is the cause of Y based on observed data acquired in a controlled situation?
scientific notion
which notion of causality is probabilistic?
scientific notion
what notion of causality can infer that X is the cause of Y?
classic notion
what 3 things do you need to infer that X is the cause of Y?
order of occurrence, concomitant variation, elimination of alternative explanations
the occurrence of X precedes or occurs simultaneously with the occurrence of Y
order of occurrence
the extent to which X and Y occur together or vary together in a way predicted by the hypothesis
concomitant variation (there is a correlation or pattern)
the effect on Y cannot be explained in terms of some third variable other than X
elimination of alternative explanations
an intermediate process and/or state that helps explain a link between an independent and dependent variable
intervening variable
what is an example of an intervening variable?
flow of electricity starts
a variable which varies as a consequence of changes in the values of its assumed cause
dependent variable
what is an example of a dependent variable?
lights turn off
one which when varied is assumed to be the cause of the change in another variable
independent variable
what is an example of an independent variable?
flipping a light switch
variable which, when systemically varied, influences the strength of the relationship between two other variables
moderating variable
what is an example of a moderating variable?
sometimes the light is brighter or dimmer depending on how it’s set
the extent that the relationship observed between the dependent and independent variables during the experiment is generalizable to the population of interest
external validity (ability to run an experiment and relate it to others)
the ability to attribute the effect that was observed to the experimental variable and not to other factors
internal validity
the threat that subjects will not form equivalent groups (extraneous variation)
selection bias
an event unrelated to the treatment that occurs during the experiment and influences the dependent variable (extraneous variable)
history
when some respondents do not continue throughout the experiment (extraneous variable)
mortality
the threat that some biological, psychological, or emotional process within the subjects and separate from the treatment will change over time (extraneous variable)
maturation
what is an interesting thing about maturation?
can occur immediately
changes in measuring instruments that might explain differences in measurement (extraneous variable)
instrumentation
the process of experimentation produces its own effect on the responses observed (extraneous variable)
testing effect
effect of a prior observation on a later observation (which testing effect is this?)
main testing effect
effect of a prior observation on the response to the experimental variable (which testing effect is this?)
interactive testing effect
EG
experimental/treatment group n
CG
control group
X
exposure to experimental treatment
O
observation/communication n
R
randomization
the creation of equivalent groups by the random assignment of respondents to different experimental treatment conditions
randomization
