Conducting Experiments for Gaining Customer Insights: A Primer on Causal Research (Part 1 of 2)

34 Pages Posted: 8 Jan 2016

Date Written: January 2016

Abstract

In many situations companies are interested in understanding the impact of their actions. Did a change in our advertising strategy cause a change in sales? What is the effect of implementing a specific leadership practice on people’s performance? To answer these questions companies need to conduct causal research — or run field experiments. This article (1) explains the difference between correlation and causality; (2) provides an overview of key issues companies face in drawing causal inferences, (3) describes the common experimental designs used in customer research, and (4) provides examples of implementing simple field experiments.

Keywords: design of experiments, internal validity, external validity, customer research, marketing

JEL Classification: marketing, research methods, consumer behavior

Suggested Citation

Mittal, Vikas, Conducting Experiments for Gaining Customer Insights: A Primer on Causal Research (Part 1 of 2) (January 2016). Available at SSRN: https://ssrn.com/abstract=2711888 or http://dx.doi.org/10.2139/ssrn.2711888

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
1,361
Abstract Views
3,497
Rank
28,145
PlumX Metrics