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Marketing Chapter 8
N/A
5
Marketing
Undergraduate 3
10/26/2010

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Cards

Term
3 Conditions for Causation
Definition
1. Concomitant variation
2. Time order of occurrence of variables
3. Absence of other possible causal factors
Term
Random Assignment
Definition
randomly assigning test units to experimental and control groups; tries to control for the effect of extraneous variables
Term
Internal Validity
Definition
Measure of accuracy; measures if the manipulation of the independent variables actually caused the effects on a dependent variable; the researcher must control extraneous variables to get this
Term
External validity
Definition
Whether the cause and effect relationships found remain the same and can be generalized to a larger population; threat is when the experiment is controlled in a artificial environment
Term
Limitations of Experimentation
Definition
Time-consuming
• Expensive
• Difficult to administer
• Contaminated
– Competitive sabotage!
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