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