Experimental Research
This article covers meaning & overview of Experimental Research from marketing perspective
What is Experimental Research?
It can be understood as a collection of research designs to understand different causal processes through manipulation and controlled testing. During its course, the researcher tries to maintain control over all factors that may affect the result of an experiment. This way, the researcher attempts to determine or predict what may occur.
The essentials of an Experimental Research are
- Manipulation of an independent variable.
- All other variables except the dependent variable are controlled
- Effect on the dependent variable is observed by manipulating the independent variable
There are three methods of Experimental Control
- Physical Control
- Selective Control
- Statistical Control
There are two types validity of Experimental Design
- Internal Validity
- External Validity
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