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Select your languageSuggested languages for you: If there's one thing to be sure about marketing, it is the fact that it can burn a lot of money. A Gartner study reveals businesses spend roughly 12 percent of their revenue on advertising and marketing.8 That's $1.20 out of every $10 they make! Luckily, marketing doesn't always have to be wasteful. In fact, if marketers know where and how to invest their money, they can save the company tons of unwanted costs while maximizing ROI. This is the reason for experimental research. Let's dive in and learn all about this research method. Experimental Research in MarketingBefore we learn what experimental research means, we must first understand why it is adopted. To do so, let's go back to two fundamental concepts: Mass marketing and Targeted marketing. Mass marketing is a strategy where companies ignore the differences between market segments and try to reach as many people as possible. Unfortunately, this is rather expensive and only affordable by prominent firms. For smaller brands, a better way to access customers is through targeted marketing: Targeted marketing means breaking the market into smaller segments and focusing marketing efforts on them individually. However, even when companies know what customers to target, it remains a challenge to capture their attention. How to know what the audience is interested in and craft a marketing message that will appeal to them? This is where experimental research comes in. Experimental Research DefinitionExperimental research is a test of which marketing strategy is most likely to work. But rather than guesswork, it uses real data from experiments. Experimental research involves making hypotheses about what marketing activity is likely to appeal to customers and collecting data to see if it is true. One key feature of experimental research is that it explores the relationship between independent and dependent variables.
In experimental research, the independent variable is the cause and the dependent variable is the effect. As a marketer, you can influence the cause to observe changes in the effect, but not the other way around. The effect can only be tested or measured. This is why experimental research is so powerful. It not only allows you to see the immediate results of a marketing decision but also manipulates the cause to influence the result. When you're confused about independent and dependent variables, ask these three questions:
Table 1. Independent and dependent variables Remember earlier we mentioned experimental research examines the relationship of independent and dependent variables, can you guess what this relationship is called? (Hint: an independent variable is a cause and a dependent variable effect.) Did you say it is a cause-and-effect relationship? Spot on! We don't have to dive deeper into this right now. Just keep in mind that in a cause-and-effect relationship, one event takes place before another, and the second event can't happen before the first. For instance, you must add or remove a menu item to see how it affects sales revenue. Experimental research exampleSuppose you start an ice cream stall in the summer and decide to try out different ice cream flavors to see which one performs best. In this case, the ice cream flavor is the independent variable, and the ice cream sale revenue affected by the change of flavor is a dependent variable. Note here that the independent variable is the cause while the dependent variable is the effect. It is the change in the ice cream flavor that leads to the change in ice cream sales. While you can control which ice cream flavor to sell, you can't know which flavor will bring you the most profit without experimenting. This brings us back to a point early on: A cause can be manipulated to test or measure the effect. Types of Experimental ResearchWhen it comes to experimental research, there are three main types: controlled, manipulated, and random.
The experimental research method may be different, but the idea is always the same, to find out the strategy that helps the business improve its performance. Descriptive vs Correlational vs Experimental researchHave you heard of descriptive and correlational research before? If you have, you might also know that they are human behavior research methods just like experimental research. Don't worry if they can't tell the difference between them. This section will help clearly distinguish these three types of research methods. Let's start with the definitions: Descriptive research is the type of research that provides an accurate description of a situation. As a result, it is often used to discover information, make predictions, and test a hypothesis. The only drawback is that it does not explain the relationship between different variables. Correlational research is also used to test hypotheses and make predictions. However, unlike descriptive research, it allows the researcher to observe the causal relationship between variables. Experimental research is similar to correlational research but goes one step further by letting the researcher manipulate the variable to see different results. 1 Here's a more detailed comparison table:
Table 2. Descriptive vs Correlational vs Experimental Research. Source: Openpress. Difference between correlational and experimental researchCorrelational research shows only the association between two variables, not necessarily the cause-and-effect relationship between them. Experimental research, on the other hand, allows the marketer to manipulate the independent variable to measure its effect on the dependent variable. Correlational research only answers the question: Is there a positive or negative correlation between two variables? Experimental research goes one step further by measuring the impact of this correlation. Suppose a restaurant wants to observe the effect of a new sauce recipe on sales. If using correlational research, the restaurant owner can only observe the relationship between one type of sauce and sales at a time. With experimental research, the owner can try out different types of sauce for a week and see which one drives the most sales and adds it to the menu. Quasi-experimental ResearchMarketers use quasi-experimental research to understand the change in customer or firm behavior. According to Campell, this is the type of research where the "data generating process is not intentionally experimental" but caused by an external shock. 6 In quasi-experimental research, an external shock causes a variation that the researcher will use to study its impact on a situation. Quasi-experimental research of eBay: The company paused advertising on Bing and saw little traffic loss. This inspired a follow-up experiment where the company randomly stopped paid search advertising and discovered similar results. In this example, the Quasi-experiment was used to study the consequence of the company's actions.7 Experimental research - Key takeaways
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Frequently Asked Questions about Experimental ResearchExperimental research involves testing and analysing marketing variables changes to determine which marketing activity will appeal to customers. Quasi-experimental research is the research on how a variable caused by an external shock should impact the firm's performance. It is mainly used to understand the consequences of customer or firm behaviour changes. The purpose of experimental research is to find out which marketing activity will have the most positive impact on the business. It also helps marketers learn about customers' needs and develop offerings that match their expectations. Experimental research can be controlled, manipulated, or random. The controlled experimental research is conducted where all outside factors are kept the same. Only the measured variable is changed. The manipulated experimental research involves changing the variable to obtain the desired results. Random experimental research is the combination of the above two. Correlational research shows only the association between two variables, not necessarily the cause and effect relationship between them. In experimental research, you can manipulate the independent variable to measure its effect on the dependent variable. In correlational research, you must keep everything as it is. Final Experimental Research Quiz
Question A variable is a value that _______. Show answer
Question A variable that depends on another variable is called _________. Show answer
Question Experimental researched can be ________, manipulated, or __________. Show answer
Question Research, where you can change the independent variable to measure the effect on the dependent variable, is called __________. Show answer Answer Manipulated experimental research Show question
Question Correlational research allows the manipulation of variables. Show answer
Question Experimental research observes the cause and effect relationship between variables. Show answer
Question In a cause-and-effect relationship, one event follows the other. The second event can't happen without the first. Show answer
Question ______________ is research where all outside factors are kept constant. Only the measured variable is changed Show answer Answer Controlled experimental research Show question
Question A company changes its packaging but keeps everything the same to observe the impact of the new packaging on sales. This is an example of _____ experimental research. Show answer
Question A bakery changes the amount of flour in its bread to observe customer reactions. This is an example of ______ experimental research. Show answer
Question Which research method provides an accurate description of the current state? Show answer Answer Descriptive research method Show question
Question The descriptive research method can assess the causal relationship among variables. Show answer
Question Which research methods are used to understand the relationship between variables? (More than one answers are possible) Show answer
Question In quasi-experimental research, the variation is caused by _________. Show answer
Question What is Quasi-experimental research used for? Show answer Answer To understand the impact of customer or firm changes Show question
Question Experimental research mostly relies on guesswork, not actual data from real experience. Show answer
Question An online focus group is a ________ data collection method. Show answer
Question The main benefit of online focus group interviewing is _________ and flexibility Show answer
Question Zoom and Google Meet are __________ used for online focus groups. Show answer
Question Who is a moderator in an online focus group interview? Show answer Answer A moderator is the person who asks questions prompts discussion and collects answers from the focus group or attendees. Show question
Question Virtual meetings allow people to meet up anytime, anywhere. This is an example of what online focus groups benefit? Show answer
Question Online focus groups provide a quick and convenient way for marketers to learn more about their customers. Show answer
Question Managing an online focus group is always easy. Show answer
Question Online focus groups heavily rely on ___________. Show answer
Question What poses the most threat to the success of a virtual meeting? Show answer
Question Online focus group is suited to both tech-savvy and non-tech-savvy customer groups. Show answer
Question Opinions collected from online focus groups are more diverse than in traditional focus groups. Show answer
Question Online focus groups remove ________ barriers. Show answer
Question What are the limitations of online focus groups? Show answer Answer Unable to watch the full body language of the interviewees Show question
Question What is NOT a benefit of online focus groups? Show answer
Question To successfully conduct an online focus group interview, the moderator needs to ________. Show answer Answer
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Question What is behavioral targeting? Show answer Answer Behavioral targeting uses people's activities to determine which groups of customers to advertise to and how. Show question
Question How does targeted marketing work? Show answer Answer To initiate targeted marketing, marketers assess users' behavioral data, such as what individuals do or do not do inside of a company's app, or website, or in conjunction with the company's campaigns. Show question
Question Behavioral marketing does not rely on behavioral data of customers. Show answer
Question Data such as users upgrading their plans or logging into a company's app is used in _______? Show answer
Question What are the 4 main types of behavioral targeting? Show answer Answer There are many types of behavioral targeting including website engagement, campaign engagement, purchase behavior, and app engagement. Show question
Question ____________ in behavioral targeting is used to personalize the user experience on a company's website Show answer
Question ______________ enables companies to target users based on who is reading their emails and the links they click on. Show answer
Question What are examples of purchase behaviors used in behavioral targeting? Show answer Answer Examples of purchase behavior include customers who receive recommendations for items of interest or companies they have already purchased from while scrolling through the internet. Consumers are exposed to ads based on their purchase behavior and given the incentive to buy similar goods. Show question
Question Duolingo congratulating users of their language learning app who have just finished their first lesson, or reaching out to users who have downloaded their app but haven't logged in within the past week is an example of ________? Show answer
Question What is the primary benefit of behavioral targeting? Show answer Answer The primary benefit of behavioral marketing is that it is more efficient. Instead of spending more money advertising to all consumers, firms can advertise to smaller groups of consumers who are more likely to be persuaded to buy. Show question
Question Behavioral marketing can be used over time to create strong brand loyalty, where customers regularly purchase from one specific company. Show answer
Question What are the pros of behavioral targeting? Show answer Answer The pros of behavioral marketing include efficiency, brand loyalty, and happier customers. Show question
Question What are the cons of behavioral targeting? Show answer Answer The cons of behavioral marketing include the costs of analysis, analysis errors, and ethical considerations. Show question
Question Why are there ethical concerns when it comes to behavioral marketing? Show answer Answer The collection of data, which is necessary for behavioral targeting, may be seen as unethical due to violations of privacy. Many users of social media may not want companies gleaning information about their consumption habits from their posts, tweets, likes, or messages and see this act as a violation of privacy. Show question
Question What's the main difference between behavioral marketing and contextual marketing? Show answer Answer The main difference between behavioral marketing and contextual is the degree to which advertisements are personalized and tailored to customers. Show question
Question Interview is a research method that involves ________________. Show answer Answer asking questions to collect data Show question
Question There are ______ main types of interview in qualitative research. Show answer
Question The main types of interview in research are:
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Question What type of interview includes mostly closed-ended questions? Show answer Discover the right content for your subjectsNo need to cheat if you have everything you need to succeed! Packed into one app!Study PlanBe perfectly prepared on time with an individual plan. QuizzesTest your knowledge with gamified quizzes. FlashcardsCreate and find flashcards in record time. NotesCreate beautiful notes faster than ever before. Study SetsHave all your study materials in one place. DocumentsUpload unlimited documents and save them online. Study AnalyticsIdentify your study strength and weaknesses. Weekly GoalsSet individual study goals and earn points reaching them. Smart RemindersStop procrastinating with our study reminders. RewardsEarn points, unlock badges and level up while studying. Magic MarkerCreate flashcards in notes completely automatically. Smart FormattingCreate the most beautiful study materials using our templates. Sign up to highlight and take notes. It’s 100% free. This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Accept Privacy & Cookies Policy How do studies using the experimental research design differ from other types of research?The key difference between experimental and non-experimental research lies in the extent to which the environment is controlled and manipulated by the researcher. In experimental studies the researcher sets up the environment and carefully controls the variables s/he is interested in.
How do studies using the experimental research strategy differ from other types of research quizlet?How do studies using the experimental research strategy differ from other types of research? Only experiments can demonstrate a cause-and-effect relationship between variables. Dr. Jones is interested in studying how indoor lighting can influence people's moods during the winter.
What is the difference between research and experimental research?S.NO. 01. Descriptive research refers to research which describes a phenomenon or else a group under study. Experimental research refers to research where the researcher manipulates the variable to come to an conclusion or finding.
What is experimental strategy in research?Experimental research is research conducted with a scientific approach using two sets of variables. The first set acts as a constant, which you use to measure the differences of the second set. Quantitative research methods, for example, are experimental.
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