Exogenous variables

Exogenous or 'outside' variables are the factors that affect the experiment but are not part of it. For example, the effects of competitive activity during the period of the experiment are bound to affect sales, as will changes in the economic environment, the weather and other exogenous variables. In most markets the exogenous variables are more influential on sales than are the variables that can be controlled by the marketer. For this reason control areas are used in market testing to allow an estimate to be made of the influence of exogenous variables.

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