Consumer Behavior Research Methods
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Intro

Interpretation of Statistics within the Context of Consumer Behavior Research

  • Time dimension and trend matters (see ice cream example)

  • Third-variable problem: A type of confounding in which a third variable leads to a mistaken causal relationship between two others. For instance, cities with a greater number of churches have a higher crime rate.

  • You need to control for factors that could drive differences in your variable of interest (see smokers are thinner but die earlier) - you need to understand your data: look at descriptive statistics, distributions, correlations, conditional means
    • Conditional means: expected value – the value it would take “on average” over an arbitrarily large number of occurrences – given that a certain set of "conditions" is known to occur.

  • "Statistical Illetaracy"

  • If your research question is badly defined, then you have a big problem

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