Causal research

Introduction Is understanding the connection between cause and

effect. Conducted through the use of controlled

experiments to allow for testing of cause and effect. explores the effect of one thing on another

Use to measure what impact a specific change will have on existing norm & allows market researchers to predict hypothetical scenarios upon which a company can base its plan.

Possibilities Symmetrical relationship: fluctuate together but not

due to the changes in the other.

Reciprocal relationship: two variable mutually influence or reinforce each other.

Asymmetrical relationship: independent variable responsible for changes in dependent variables.

Features of casual research Explores the effect of one thing on another To measure what impact a specific change will have

on existing norms. Allows to predict hypothetical scenarios Involves experiments

Limitations Field variables can involve many variables the

control outside Difficult to get cooperation from retailers andddddd

wholesalers when setting up the experiments. May lack knowledge of experimental procedures. Something consciously or unconsciously affect the

behavior of the test participants.

Types Experimental design: researcher has control over one or

more independent variables. Notations used are:

1. X: exposure

2. O: observation

3. R: random assignments Pre-experimental design:

1. One shot case study: no control group, no measurement before the treatment.

2. Static group comparison: control group without treatment.

3. One group, pretest posttest design:

True experimental designs:

1. Before and after control group

2. After only with control group

Quasi experiments: lack control over scedeling of treatment or assign respondents in a non random manner.

Types Laboratory experiments: tests done in a sterile environment , control all possible casual factors. May not accurately represent the real marketplace.

So have good internal validity but lack external validity.

Field experiments:

Steps involved in experimental research design Select and define problem Object of study Nature of study Sources of data Techniques of data collection Bases of selection

Advantages Conclusions are subject to verification at any time. Helps in establishing cause and effect relationship

more clearly than other Accurate prediction Laws framed are universal in their application More precise and accurate. Hypothesis can tested and verified.

Limitations Subject matter of social science is so

heterogeneous. Very necessary that cause factors strictly

unchanged.

Experimental validity Validity referes actually measuring what it attempts

to measure. Types

1. Internal validity: of interferences in scientific studies, based on experiments

2. External validity: real world. Methods to assure validity:

1. Random selection of subjects

2. Random assignments to treatment conditions

3. Matching subjects on relevant variables