Trend analysis based on historical customer sales data can give insights into behavior and can help drive useful decisions for the organization.įor example, a marketer may want to determine the cause of dip in sales. This uses mathematical formulae and statistics to simulate real life scenarios through modeling. In marketing it can be test marketing or focus group studies to determine the cause and end result. The research performs structured experiments to vary one variable and find the effect on the behavior/end result. This type of research can take two forms: Experimental Causal research proves to an excellent methodology to determine that relationship between those variables and give valuable insights. Another scenario can be introducing a new variant of a car and its impact of additional sales. Modern AI algorithms perform well on clearly defined pattern recognition tasks but fall short generalizing in the ways that human intelligence can. Let us assume that a company wants to see the impact of change in the attributes of a product like size, color, features on the sales of the product. The ability to reason about causality, and ask what would happen if’’ is one property that sets human intelligence apart from artificial intelligence. There are many instances where causal research can help organizations to determine cause and effect relationship between various variables like sales, revenue, expenses, products, variations.
Marketers and businesses use causal research to see impact of their changes to the business model or products on the customers and market. Therefore, while varying one variable, the other variables need to be held constant.Ĭausal research has a lot of importance in the field of business. and biological research establish a system of causal factors involv ed in the produc- tion of the disease. The results obtained may not be very straight forward because, more often than not, the variability will be a factor of more than one variable. It seeks to determine how the dependent variable changes with variations in the independent variable.
Causal research is a methodology to determine the cause underlying a given behavior and to find the cause and effect relationship between different variables.
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