A high degree of association between two variables, such as frequency of advertising exposure and respondent advertising recall, establishes a causal relationship between the two.

Question

Quizplus · Accepted Answer

A high degree of association between two variables does not necessarily establish a causal relationship between the two. Other factors could be at play that are causing the observed relationship. Additional research is needed to establish causality.

A High Degree of Association Between Two Variables, Such as Frequency