Experimental design can be applied to both qualitative and quantitative market research methods. In either, a split sample can be used to see if a specific intervention or stimuli applied with half the sample resulted in a different outcome than the half that did not have the same treatment.
Experiments are sometimes used to explore a causal relationship (see Causation). For instance, the market researcher may design an experiment to see if participants who were shown blue packaging were more likely to favor a new product concept than those shown red packaging.
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