What is the focus of causal research?

Causal research is specifically designed to identify and understand the cause-and-effect relationships between variables. This type of research goes beyond mere correlation, aiming to determine whether a change in one variable (the independent variable) directly leads to a change in another variable (the dependent variable). By establishing these relationships, causal research helps marketers and researchers make informed predictions and understand the underlying mechanisms behind consumer behavior or market trends.

Causal research often employs experiments, where researchers manipulate one or more independent variables and observe the effect on dependent variables, allowing for more definitive conclusions about causation rather than mere association. This clear focus on modeling relationships sets it apart from other types of research, which may look at data from a different perspective or for different purposes.