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  • Marketing Research Fundamentals: Research Designs: Coursera (Marketing Strategy Specialization) - Shameek Sinha

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    This document discusses causal research designs in marketing. Causal research is concerned with cause-and-effect relationships, often through experiments. There are challenges to determining causality, including that multiple factors may cause an outcome and a cause may not always produce an outcome. Evidence of causality can be found through concomitant variation, time order of occurrence, and eliminating alternative causes.

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    This document discusses causal research designs in marketing. Causal research is concerned with cause-and-effect relationships, often through experiments. There are challenges to determining causality, including that multiple factors may cause an outcome and a cause may not always produce an outcome. Evidence of causality can be found through concomitant variation, time order of occurrence, and eliminating alternative causes.

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    12 views4 pages

    Marketing Research Fundamentals: Research Designs: Coursera (Marketing Strategy Specialization) - Shameek Sinha

    Uploaded by

    PJ RACI
    This document discusses causal research designs in marketing. Causal research is concerned with cause-and-effect relationships, often through experiments. There are challenges to determining causality, including that multiple factors may cause an outcome and a cause may not always produce an outcome. Evidence of causality can be found through concomitant variation, time order of occurrence, and eliminating alternative causes.

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    © All Rights Reserved
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    of 4

    Marketing Research Fundamentals:

    Research Designs

    Coursera (Marketing Strategy Specialization) –


    1
    Shameek Sinha
    Causal Research
    Concerned with cause-and-effect
    relationships, most often through
    experiments

    e.g., Which customer satisfaction programs will be


    most successful for our target markets ?

    Coursera (Marketing Strategy Specialization) –


    2
    Shameek Sinha
    Causality
    X causes O
    1. It may not only be X that causes O

    2. X does not need to always cause O

    3. The challenge is to find evidence supporting causality

    How?
    I. Concomitant variation
    II. Time order of occurrence
    III. Elimination of alternative causes
    Coursera (Marketing Strategy Specialization) –
    3
    Shameek Sinha
    Evidence of Causality

    Concomitant Variation
    Make sure that there are no common factors that causes
    both X and O

    Time Order of Occurrence


    Verify that O occurs simultaneously or after X

    Eliminate Alternative Causes


    Hold other factors constant
    Manipulate and statistically control for other factors

    Coursera (Marketing Strategy Specialization) –


    4
    Shameek Sinha

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