Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 9

Consider the following statement: "The increase in sales is due to die new sales personnel recruited over the last several years. Sales of die 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.