Experimentation and Causality


Vikas Mittal offers a teaching note that discusses experimental design and causal research

Dear colleagues:

I’ve used this teaching note on “Experimental Design/Causal Research” for my classes in marketing research, and also my phd seminar. It covers issues related to:

  • What does causality mean in an empirical sense?
  • Differences between randomized design versus matched sample
  • Issues related to balancing internal validity and external validity
  • Threats to internal validity
  • Threats to external validity
  • Pseudo (bad) experimental designs
  • True (good) experimental designs
  • Use of experiments in consumer research

Please feel free to share the SSRN link with your students and colleagues. You may also download the teaching note for non-commercial use from the link below.

Teaching note on experimental design: http://ssrn.com/abstract=2711888

Suggested citation: Mittal, Vikas, Conducting Experiments for Gaining Customer Insights: A Primer on Causal Research (Part 1 of 2) (January 2016). Available at SSRN: http://ssrn.com/abstract=2711888