Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill

Exercise 10

Consider the following statement: "The increase in sales is due to the new sales personnel recruited over the last several years. Sales of the new salespeople are up substantially, while sales for longer-term salespeople have not increased."
a. Identify the causal factor (X) and the effect factor (Y) in the above statement.
b. Discuss the evidence that would be necessary to establish that factor (X) caused factor (Y) in the above statement.