Experimental research (or Causal research) is a method of collecting primary data in which comparable groups of subjects are selected and treated differently (exposed to different marketing stimuli). The goal is to control for similar factors and look for differences in the groups’ responses.
This method is best for establishing cause-and-effect relationships in marketing. Through a controlled experiment (e.g., A/B testing of prices or advertising messages), a company can isolate the effect of one variable (e.g., new packaging) on the dependent variable (e.g., sales).
