Causal Research

What is Causal Research?

• Marketing research that focuses on cause and effect and test “what if?” theories.
• Causal research is sometimes referred to as conclusive research.

Why do marketers use causal research?

• Marketers use causal research to show that independent variable causes or affects the value of other dependent variables.
• Marketers use causal research when they are extremely familiar with the research matter and have specific hypotheses they want to test.

Why use causal research ?

• Understanding which variables are the cause and which are the effect.
• For example, lets say a city council wanted to reduce car accidents on their streets.
• Causal research can test this theory of cause and effect.(Cause: packaging redesign) (Effect: Sales increase)

Advantages

• Causal studies may play an instrumental role in terms of identifying reasons behind a wide range of processes, as well as, assessing the impacts of changes on existing norms, processes etc.
• Causal studies usually offer the advantages of replication if necessity arises

disADVANTAGES

• It can be difficult to reach appropriate conclusions on the basis of causal research findings due to the impact of a wide range of factors and variables in social environment.
• It certain cases, while correlation between two variables can be effectively established; identifying which variable is a cause and which one is the impact can be a difficult task to accomplish.

Importants

• Causal research is typically completed by conducting experiments or simulations.(imitations or enactments)
• It’s important for marketers to be patient about conducting causal research and to wait until they’ve laid the foundation of exploratory and descriptive research before they undertake it.
• Key: Test Marketing

Examples of Causal Research:

• Test marketing a new product to gather data about its sales potential
• Allowing customers to shop in a simulated store and recording their actions.
• Conducting a clinical trial for a new medication.