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What is the objective of an experiment in marketing research?
ATo describe how a market is split into its segments
BTo measure causality between two of the variables
CTo collect the opinions of a large sample of buyers
DTo record what shoppers do without speaking to them
Answer & Solution
Correct answer: B. To measure causality between two of the variables
1. In an experiment the investigator changes one or more variables on purpose.
2. Those variables may be price, package, design, shelf space or advertising spend.
3. The investigator then observes the effect on another variable, usually sales.
4. The objective of the method is to measure causality.
5. Collecting opinions from a sample is survey research, not an experiment.
6. Recording shopper actions without speaking to them is observation research.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.5 Market Segmentation_
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