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Descriptive and Causal Research
Descriptive and Causal Research
CAUSAL
RESEARCH
Descriptive
Research
Exploratory Develop
Research
Hypothesis
Causal
A Hypothesis is a statement that
specifies how two or more Research
measurable variables are related.
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USES OF DESCRIPTIVE RESEARCH
• Describe characteristics of certain groups, e.g., profile users of a
brand with respect to income, gender, age, education etc.
• Estimate the proportion of people who behave in a certain way, e.g.
the proportion of target customers who live or work within a specified
radius of a proposed shopping complex who would shop there.
• Make specific predictions, e.g. purchase intention for a new or
established product.
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Figure 1: True
Classification of Descriptive Studies Panel
Longitudinal
Descriptive Omnibus
Studies Panel
Cross-
Sectional
True panel measures the same
variables over time.
In an omnibus panel, Sample
information collected from Survey
members varies over time.
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Longitudinal Versus Cross-Sectional Data
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Number of Families in Panel Purchasing Each Brand
A 200 250
B 300 270
C 350 330
D 150 150
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Number of Families in Panel Purchasing Each Brand in Each Period
Brand-switching
During matrix/Turnover
Second Time Period t2 table
Bought A Bought B Bought C Bought D Total
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Number of Families in Panel Purchasing Each Brand in Each Period
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Types of Evidence That Supports a Causal Inference
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Types of Experiments
Laboratory Experiment
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Types of Extraneous Factors That Can Contaminate Research Results
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Types of Extraneous Factors That Can Contaminate Research Results
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Figure 1a: Example of a Classic Scientific Experiment
Randomly Assign
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Figure 1b: Example of a Marketing Research Experiment
Randomly sample
100 consumers.
Randomly Assign
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Some Popular Standard Test Markets
Rockford
IL
Wichita Indianapolis
KS IN
Springfield Charleston
Oklahoma IL WV
City, OK
Tulsa Bloomington
OK IN
Lexington/
Fayette
Midland
KY
TX
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A Perspective on Various Types of Test Markets
Simulated promising
Controlled promising
Standard promising
National
Test Market Test Market Test Market Rollout
not promising
not promising
not promising
stop stop stop
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