Causal Research

Posted in Marketing and Strategy Terms, Total Reads: 12266

Definition: Causal Research

Causal research, as the name specifies, tried to determine the cause underlying a given behaviour. It finds the cause and effect relationship between variables. It seeks to determine how the dependent variable changes with variations in the independent variable.

For example, a marketer may want to determine the cause of dip in sales. He would test the sales against various parameters like selling price, competition, geography etc.

The results obtained may not be very straight forward because, more often than not, the variability will be a factor of more than one variable. Therefore , while varying one variable, the other variables need to be held constant. This type of research can take two forms:

Experimental – The research performs structured experiments to vary one variable and find the effect on the behaviour/end result

Simulation based – This uses mathematical formulae to simulate real life scenarios.


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