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Lecture 4

MARK312 Lecture Notes - Lecture 4: Confounding


Department
Marketing
Course Code
MARK312
Professor
Jim Swaffield
Lecture
4

Page:
of 1


What are the causes or drivers of human behavior?

!"#$!" $
Proximate VS Ultimate causes of behavior
Proximate %"!!
Ultimate % $$&'%%
!!$$
Market Research Methods
()
*
+(
,
-$
.$/
.
.
0$!!1
23 *$4$!
3 5$$$
3 6$$7$8$ 
Causation VS Correlation
(,$9
 !:$;<$$
#$!:$=6$!<$<$3)>
$$%$$
Conditions Required to Prove a Casual Relationship Exists
23 > !$(;)!!$ !
$$$$
3 !>$!6:$&-';)!!
$$$$$$!$3&>?3)
!!$!
$$'
3 6;)!!&!'$
$&'$$"$&>?3-
%$'6$@!$3