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.

Why is it important to keep certain features constant when changing the price of a product?

What outcomes can be measured in experimental research, and why are they significant?