Video Notes: Confounding, Trade, and Off-Trade in Market Research (English Flashcards)

A set of English Q&A flashcards derived from the video notes, focusing on confounding, off-trade/on-trade concepts, trade, stimuli, artifacts, and matching in market research.

What is confounding in statistics?

A situation where an extraneous variable influences both the independent and dependent variables, potentially biasing the observed association.

How can confounding bias be minimized in studies?

Use randomization, control for confounders, stratification, or multivariate analysis to account for them.

What does 'off-trade' mean in market research?

Sales channels outside on-premise venues, such as retail stores and supermarkets.

What does 'on-trade' mean in market research?

Sales where consumption occurs on the premises, such as bars, restaurants, and events.

What is 'trade' in marketing research?

The distribution channel or network (retailers, wholesalers) involved in selling products to consumers.

What is a stimulus in research terms?

A device or item presented to participants to elicit a response (e.g., product image, description).

What is an artifact in data collection?

An extraneous factor or error that distorts measurements or observations.

What is matching in observational studies?

A technique to pair units with similar characteristics to reduce confounding, improving comparability between groups.

Why is identifying confounding important for interpreting results?

Because confounding can create false associations or hide real effects, leading to incorrect conclusions about causality.

Give an example of a confounding variable.

An external factor that is related to both the exposure and outcome, such as age or socioeconomic status influencing both a treatment choice and health outcome.

What is the difference between 'on-trade' and 'off-trade' channels in a study design?

On-trade refers to on-premise consumption venues; off-trade refers to retail channels where products are purchased for home use.

What is the role of artifact in measurement?

Artifacts are unintended anomalies or biases in data collection that can mislead results.

What is the purpose of controlling for confounding in experimental design?

To isolate the effect of the independent variable on the dependent variable by removing alternative explanations.

What is a common method to address confounding during analysis?

Multivariate regression or stratified analysis to adjust for confounding variables.

What is the meaning of 'confounding variable'?

A variable that influences both the independent variable and the dependent variable, potentially biasing the observed relationship.

What is confounding in statistics?

A situation where an extraneous variable influences both the independent and dependent variables, potentially biasing the observed association.

How can confounding bias be minimized in studies?

Use randomization, control for confounders, stratification, or multivariate analysis to account for them.

What does 'off-trade' mean in market research?

Sales channels outside on-premise venues, such as retail stores and supermarkets.

What does 'on-trade' mean in market research?

Sales where consumption occurs on the premises, such as bars, restaurants, and events.

What is 'trade' in marketing research?

The distribution channel or network (retailers, wholesalers) involved in selling products to consumers.

What is a stimulus in research terms?

A device or item presented to participants to elicit a response (e.g., product image, description).

What is an artifact in data collection?

An extraneous factor or error that distorts measurements or observations.

What is matching in observational studies?

A technique to pair units with similar characteristics to reduce confounding, improving comparability between groups.

Why is identifying confounding important for interpreting results?

Because confounding can create false associations or hide real effects, leading to incorrect conclusions about causality.

Give an example of a confounding variable.

An external factor that is related to both the exposure and outcome, such as age or socioeconomic status influencing both a treatment choice and health outcome.

What is the difference between 'on-trade' and 'off-trade' channels in a study design?

On-trade refers to on-premise consumption venues; off-trade refers to retail channels where products are purchased for home use.

What is the role of artifact in measurement?

Artifacts are unintended anomalies or biases in data collection that can mislead results.

What is the purpose of controlling for confounding in experimental design?

To isolate the effect of the independent variable on the dependent variable by removing alternative explanations.

What is a common method to address confounding during analysis?

Multivariate regression or stratified analysis to adjust for confounding variables.

What is the meaning of 'confounding variable'?

A variable that influences both the independent variable and the dependent variable, potentially biasing the observed relationship.

How does confounding impact internal validity?

Confounding threatens internal validity by providing alternative explanations for an observed relationship, making it difficult to establish a causal link.

What is residual confounding?

Confounding that persists after efforts to control for known confounders, often due to unmeasured confounders or imperfect measurement of controlled confounders.

What are typical sources of artifacts in data collection?

Measurement errors, observer bias, participant bias, and environmental disturbances.