Which type of marketing research involves testing the effects of manipulated variables on sales or customer attitudes?

Causal research is the type of marketing research focused on determining cause-and-effect relationships by manipulating one variable to observe the effect on another. This form of research typically involves experiments, where researchers alter a single variable—such as price, advertising efforts, or product features—and measure the resultant impact on sales or customer attitudes. The goal is to establish whether a specific change leads to a particular outcome, thus providing valuable insights that can inform marketing strategies and decision-making.

Causal research stands apart from other types of research. Descriptive research primarily aims to describe market characteristics or behaviors without manipulating any variables. Exploratory research is used to gather preliminary information that helps define problems or generate hypotheses but does not focus on establishing causal relationships. Qualitative research seeks to understand underlying reasons and motivations through non-numerical data, such as interviews or focus groups, rather than through manipulating variables and measuring their effects. As such, the correct identification of causal research is essential for stakeholders looking to understand the direct impacts of their marketing interventions.