Understanding Business Research Terms and Concepts: Part 1 * Michael is interested in learning the effects of using celebrity endorsement on sales. What type of variable is a celebrity endorsement? An independent variable is one that can be manipulated. Independent variables are observed to see if it affects any other variables. A celebrity endorsement can be manipulated by making the celebrity appear to love a product. That is just one example of manipulation. Therefore because the variable can be manipulated, a celebrity endorsement is an independent variable. * In an experiment, this variable is expected to be affected by the manipulation. When in an experiment an independent variable can be manipulated to affect the dependent variable. Most of the time the researcher has control over the independent variable which has a direct effect on the dependent variable. Usually the dependent variable is a response to the independent variable. In fact a dependent variable is called a dependent variable because it depends on another variable usually an independent variable. For example, a researcher wants to show the effects of alcohol on the liver the independent variable would be the alcohol and the dependent variable would be the functions of the liver after the alcohol. * Criterion variable is synonymous with this term.
Criterion variable is synonymous with the term dependent variable. When doing research, researchers are looking for the cause and effect between independent variable and the criterion variable. The researchers observe the way a criterion variable responds to the change in the independent variable. The criterion variable is the one that the researcher predicts. Due to the fact that criterion and dependent variable share the same properties the criterion variable is known as the dependent variable. * Several of these variables are somewhat correlated and are therefore are not independent among themselves. The independent variable are somewhat...
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