The main method for causal research is experimentation. In experimental-based research, the causal or independent variables are manipulated in a relatively controlled environment. This means that other variables that may affect the dependent variable (e.g. sales) are controlled and monitored as much as possible.

 

   

 

 

 

 

 

 

 

 

 

 

Experimentation in marketing has traditionally taken the form of standard test markets, in which test market are selected, controlled advertising is put in place, and the product is sold through regular distribution channels. The drawbacks of this type of test are that they can be time consuming, are often expensive and may be difficult to administer. 

 

   Here at UM - Dearborn we teach that If you want to understand cause and effect, you need to conduct experiments, which may include surveys as data collection method, but surveys in themselves can’t provide the answer. It is the  experimental design what will lead you to success.