Experimental methods

Abstract

Although experimental research is not as frequently employed in formative research as focus groups, it is uniquely suited to formative research. Experimental research (also labelled as causal research) seeks to uncover cause-effect relationships and is particularly suitable for assessing causality. An experiment consists of one or more independent variables (also called experimental/treatment variables), one or more dependent variables, participants (who are exposed to the independent variable(s) and whose responses on the dependent variables of interest are measured), and an experimental protocol. The researcher manipulates the independent variable and then measures the effects on the dependent variable. This chapter explores (1) the concept of causality, (2) different types of experimental research (i.e. field vs. laboratory), (3) main concerns when using experimental methodologies (i.e. internal and external validity), (4) experimental designs deemed most suitable for formative research (i.e. pre-experimental, true, quasi experimental designs), (5) challenges inherent in using experimental methods (e.g. cost, time, control, external generalisability), and (6) opportunities associated with this process (e.g. programs aimed downstream at consumers, and others aimed upstream at policy makers). Numerous examples from the marketing literature to illustrate the experimental methods are discussed within this chapter.