David Harper, the marketing manager of a large cosmetic company, observes that when the company decreases the price of its premium deodorant brand, there is an increase in the level of sales of the brand. If the company increases the price of its premium brand, there is a decrease in the level of sales of the brand. In the context of experimental research studies, the changes in price represent the:

a. independent variable.

b. dependent variable.

c. placebo.

d. confederate.

Answer: Independent variable

Explanation: In simple words, independent variables refers to the variables whose variations do not depend on some other related factor.

In the given case, when the price of the premium brand decreases then the sales of brand decreases and vice - versa. However there is nothing mentioned about how the price changes.

Thus, the sales of brand depends on price but the price does not depend on the sales of the brand.

Hence from the above we can conclude that the changes in price represents the independent variables.