Imagine you’re exploring the relationship between advertisin…

Imagine you’re exploring the relationship between advertising intensity (X) and purchase intention (Y).  What is a confounding variable? How might customer demographics (e.g., age, gender) confound the relationship between advertising intensity and purchase intention? How could you i) identity and ii) control for the potential confounding effect of these demographic variables in your analysis? What would be the implications of not accounting for confounding variables?

One could argue that marketing researchers engage in two bro…

One could argue that marketing researchers engage in two broad classes of investigation; the designed experiment in which one or more variables are manipulated by the researcher and the observational study (e.g., secondary data, survey) in which all variables are observed, with none being manipulated.

You hypothesize that the mediation effect of customer trust…

You hypothesize that the mediation effect of customer trust on the relationship between advertising intensity and purchase intention is moderated by product type. What is moderated mediation and how would you assess whether product type moderates the mediation effect? Discuss the appropriate statistical methods and models you would use to test for moderated mediation. Make sure to distinguish between mediation and moderated mediation.