What does causal research seek to determine?

Causal research is specifically designed to identify and measure the cause-and-effect relationships between variables. This type of research seeks to determine whether changes in one variable lead to changes in another variable, thus establishing a causal link. For example, a researcher might investigate how a change in advertising expenditure (the independent variable) affects sales (the dependent variable). By using experimental designs or longitudinal studies, causal research allows marketers to make informed decisions based on the demonstrated impact of specific actions on outcomes.

The other options pertain to different aspects of marketing analysis. Understanding consumer preferences and trends focuses on capturing what consumers want and their buying behaviors, while evaluating the overall profitability of a marketing strategy involves assessing financial outcomes rather than direct cause-and-effect relationships. Similarly, market segmentation criteria aim to classify consumers into distinct groups but do not inherently assess causal relationships. These activities may inform strategic decisions, but they do not fulfill the primary purpose of causal research.