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Casual Research Design

 Casual research is concerned with


understanding the connection between the
cause and the effect. Casual research is often
conducted through various controlled
experiments to allow for the testing of cause
and effect. It explores the effect of one
variable on another.
Casual Research Design

 Marketers use this approach primarily for the


purposes of prediction and to test the hypotheses,
though it can also be used to a lesser extent for
discovery and explanatory purpose.
 In marketing ,casual research is used for many
types of experiments such as :
 Testing marketing scenarios.
 What might happen to product sales if the product
design or packaging is changed.
 What might happen to product sales with respect
to changes in advertising .
Casual Research Design

 Experimental Research Design:


 Experimental research method can be defined as a
method of controlled observation of a succession of
events.
 It can be also described as observing the effect on a
dependent variable of the manipulation of an
independent variable.
 Experimental design is a planned interference in the
natural order of events by the researcher
 An experimental design is a test in which the
researcher has a control over one or more variables an
manipulates them.
Experimental Research Design

 There are three types of popular


experimental research studies:
 Laboratory Experiments
 Field Experiments
 Quasi Experiments
Experiment refers to the research project
constructed such that the researcher changes
one element to observe the effect in another
element.
Experimental Research Design

 Laboratory Experiment: In this method tests are


done in a sterile environment where researcher
can control almost all possible casual factors.
However, while the laboratory allows researcher to
control the variables, laboratory may not
accurately represent the market place.
 Therefore laboratory results are said to have good
internal validity but they often lack in external
validity.
 This suggests that laboratory results are likely to
be more statistically correct but less likely to be
generalizable to the population of interest.
Experimental Research Design

 Advantages of Experimental Studies:


 Experimental method helps in establishing cause
and effect relationship more clearly than any
other method
 The experimental method makes more accurate
prediction
 The experimental method is more precise and
accurate since the variables under study are
manipulated leaving others untouched.
 Experimental method is the best method
considered to test the hypothesis.
Experimental Research Design

 Experimental Validity: Validity refers to research


actually measuring what it attempts to measure.
Validity suggests that the measuring device is free
from errors.
 There are two basic types of Validity concerning
experimental research:
a) Internal Validity
b) External Validity
Experimental Research Design

 Internal Validity: This refers to the validity


of interferences in scientific studies.
 External Validity: This pertains to how well
do the findings of an experiment apply to
the situations that were not tested directly.
Most often it means how well do the results
of the experiments generalize beyond
sample of subjects in the experiment and
the particular experimental manipulations
to the rest of the possible situations of the
real world.
Experimental Research Design

 Following are the methods used to ensure


internal and external validity and for
avoiding confusions in experiments.
1. Random selection of the subject.
2. Random assignments to treatment
conditions.
3. Matching subjects on relevant variables.
4.Use of within subjects design (WSD)
5. Balancing for WSD order and carryover
effect.
Casual Research Design

 Limitations of casual design :


 Field variables can involve many variables outside
the control of the researcher, resulting in an
unanticipated differences in conditions.
 It may be difficult or expensive to gain cooperation
from the retailers or wholesalers for setting up an
experiment.
 Marketing personnel may lack the knowledge of
experimental procedures reducing the chances of
desired results.
 The researcher bias in the experiment consciously
or unconsciously might affect the experiment.

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