Using the experimental approach to study cause-and-effect relationships

Experimentation is the objective observation of phenomena that occur in a controlled situation in which one or more factors are manipulated while the others are held constant. This approach therefore makes it possible to examine the causal effect of one (or several) variable(s) on individuals’ responses, and has been increasingly used in management science. This seminar will briefly outline some basics of the experimental approach (e.g. what are the types of variables involved, how to ensure the validity of the study, what about the research environments in which such studies may be conducted). While it will mainly use examples in the field of consumer research, these basics may also apply to other research fields.

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