Causal research (or experimental research) is a type of marketing research whose primary goal is to test hypotheses about a cause-and-effect relationship. This type of research is conducted to determine whether a change in one variable (the independent variable, such as price or advertising) leads to a change in another variable (the dependent variable, such as sales or preferences).
Causal research is most often conducted through controlled experiments, where the effect on an experimental group (subjected to the change) is compared with the effect on a control group (not subjected to the change). These studies are fundamental to making strategic marketing decisions because they provide evidence about which variables have the greatest influence on outcomes.
