Read the summary and the most important questions on Brain and Cognition: Statistics and Methods

• lecture 1

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• Who developed the forgetting curve?

  Ebbinghaus

• How did ebbinghaus come up with the forgetting curve?

  • He learned a certain amount of material, and counted how many trials it took him to perfectly learn/remember this material. (let's say 8 times)
    
  • he then waited an amount of time and check how many trials it took for him to perfectly relearn the material.
  • the new amount of times subtracted from the original amount is the savings.
  • If it took 8 times again it means 0% savings, if it took 4 times this means 50% savings, etc.
  • you can make a graph out of this shown here.

• How do we call the process of constructing a curve, or mathematical function, that has the best fit to a series of data points?

  Curve fitting

• How do you perform curve fitting?

  1. You come up with an equation that contains free parameters that roughly fits the datapoints
     
  1. parameters for; time, forgetting rate, etc.
  2. you check the equation with the observed data
  3. the you assess the fitness of the function with a fitness function; how well does it fit with the data.
  4. Tweak free parameters until a good fit has been achieved, when the fitness function is at its lowest point.
  5. consult goodness-of-fit criteria

• What is an example of a fitness function?

  The sum of squared differences;
  

  • when the function is drawn you look at the distance between the line and the data point for every data point.
  • you square those differences and sum these scores
  • the lower this number, the better the fit is. 

• After the sum of squared differences is assessed, how do you tweak your formula to fit the data better?

  With solver in excel, it's a tool.

• After you've perfected your formula, how do you assess the goodness-of-fit criterion?

  With the R^2, the percentage variance explained by the model.

• When learning something, the longer you're exposed to it and the more attention you pay to it the better you will learn the information. At some point longer exposure and attention has little extra effect. How do you call this principle?

  Saturation

• How do you increase effect of ads or campaigns (learning)?

  • Longer exposure and more attention
    

  • Eventually: saturation
  • Presention schedule: Bursting (massed, also called cramming) or dripping (spaced, also called dripping), depending on the brand strength
    

  • Clear cues
    

  • Name, product, purpose, etc.

• What are some conclusions from research into advertisement?

  • Sometimes ‘bursting’ is better, sometimes ‘dripping’, sometimes a combination
    

  • This depends on the brand (strength)
  • More optimal ad schedules are often possible for both impact as brand familiarity
  • You can get 5% to 10% more effect from the same TV ads if you optimize the spacing schedule