Marketing - What is Experimental Research

The video tutorial discusses methods to understand consumer behavior, including observation and surveys. It introduces experimental research as a scientific method to test hypotheses by controlling and manipulating variables. The tutorial explains the roles of control, independent, and dependent variables in experiments, using product pricing as an example. By controlling certain variables and manipulating others, businesses can determine what drives outcomes like sales.

What is one method mentioned for understanding consumer behavior?

• Conducting interviews

• Analyzing sales data

• Observing people in their natural environment

• Reading customer reviews

What is the primary goal of experimental research?

• To increase product sales

• To test hypotheses by controlling and manipulating variables

• To gather customer feedback

• To develop new marketing strategies

In experimental research, what are control variables?

• Variables that are measured for outcomes

• Variables that are changed to see their effect

• Variables that are kept constant to isolate the effect of other variables

• Variables that are irrelevant to the study

What is an example of an independent variable in the context of experimental research?

• The color of a product

• The brand name of a product

• The price of a product

• The features of a product

What is the dependent variable in the example given about product sales?

• The product features

• The sales outcome

• The product price

• The customer feedback