MARK312 Lecture Notes - Lecture 4: Confounding

• School: University of Alberta
• Department: Marketing
• Course: MARK312
• Professor: Jim Swaffield

Document Summary

The first step is discovering the answer to this question is to differentiate between. Proximate causes, or the how" mechanisms that bring about the behavior. Ultimate causes, explain the evolutionary basis (why) of a behavior, that is, how the behavior promotes the animals survival or reproductive success. While these methods can provide information they: findings cant be generalized to the larger market, lack reliability and validity, cannot tell us if a casual relationship exists. Proximate variables associated/correlated with the end result but do not cause it. Ultimate variables - could take away and the outcome/result/behavior would not occur. Ie having a virus would give you the flu, taking that away and you would not get the flu. Conditions required to prove a casual relationship exists: experimental design it must be demonstrated that a valid experiment has been conducted. 2. in order to state that the variable is unequivocally casual.