1. Why is the purpose of running experiments?
  2. What is the most difficult condition to satisfy in an experiment to establish cause and effect? Why?
  3. What does high on internal validity mean?
  4. What does high on external validity mean?
  5. Why can’t any research method be high on both IV and EV?
  6. What are probability samples? When are they important to use?
  7. What are non-probability samples? When are they helpful to use?
  8. What are the major differences between advertising and public relations?
  9. What are examples of demographic variables? What is their value to marketers in targeting? Where do they fall short?
  10. What value do psychographic variables provide for marketers?

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