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SURVEY METHODOLOGIES

Experimental Research

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Experimental research is a commonly used research methodology in the field of sciences and also the business. Primarily because it uses the most methodical design and can be conducted using the data from previous research. 

In this blog, we will discuss how this research is used in business, its three types, and its advantages and disadvantages.

What is Experimental Research?

Experimental research, also called experimentation, is research conducted using a scientific approach using two or more variables. The first variable is a constant that you can manipulate to see the differences caused by the second variable. 

Note: Most studies under quantitative research methods are experimental in nature. 

This type of research helps you gather the necessary data to make better decisions about your proposed hypothesis. The success of this research usually confirms that the change observed in the variable under study is solely based on the manipulation of the independent variable.

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What are the two variables in experimental research designs?

In an experiment, the independent is the controllable factor that marketing researchers use to influence changes in the values of dependent variables. 

For example, in business, the independent variable could be the price, product, place, or promotion, since market researchers can intentionally manipulate or alter these factors and see the effects on sales, growth, revenue, etc. 

The factors that change because of the alterations of the independent variables are called dependent variables. The purpose is to maximize the results of dependent variables (sales, revenue, consumer satisfaction) by finding the perfect combination of independent variables. 

Thus, marketers use experimental research design with the aim to alter as many independent variables as possible to find whether these strategies are effective in creating desired changes in the organization. 

Let’s take an example. Suppose a brand wants to study whether its dandruff protection product successfully cures dandruff. In that case, the only difference between the two groups under study is the product of interest (one group uses the product while group 2 uses a placebo). 

So, 

  • Dandruff could be considered as the dependent variable.
  • The product curing it would be called an independent variable. 

Now, the independent variable here is “manipulated” because one group is exposed to it and one is not. All things being constant, if the product cures dandruff in group 1 as opposed to the group that is using a placebo, the experimental research findings are successful.

This will help in establishing a cause-and-effect relationship, and the product is “causing” the treatment (“effect”) of dandruff.

Hence, the research includes a hypothesis, a variable that is measured, and a variable that can be manipulated across groups, and both of these variables can be calculated and compared. 

[Related read: Introduction to Independent and Dependent Vairbales]

What are the characteristics of experimental research design?

This research is usually conducted in a controlled laboratory environment. The data you collect will either support or reject the hypothesis through data analysis. This type of research design is also sometimes called hypothesis testing or a method of deductive research. 

We have listed four characteristics of this research design: 

  • Experimental research aims to determine the relationship between two variables (dependent and independent). 
  • This relationship is generally causal. The data collected has to be numeric or quantified. 
  • It must be measurable, capable of statistical analysis, and comparable. 
  • If the data is observable, such as satisfaction or depression, then a Likert scale should be developed to convert this observable entity into a measurable trait.
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What are the three types of experimental research design?

Experimental Research Waterfall Chart

In its essence, an experimental design is a method that is used to collect data for studies. 

There are three types of experimental research designs

  1. Pre-experimental design, 
  2. True experimental design, 
  3. Quasi-experimental design. 

Your experimental design is determined by the way you classify your research conditions and groups (variables, laboratory or natural study, etc.). We will look at each of the three research designs in detail.

1. Pre-experimental research design:

This is the simplest form of experimental design. Here, a researcher observes a single group or multiple groups after the implementation of some treatment or factor that is assumed to lead to changes in the dependent variable. This research is conducted to understand if and when further study is necessary for the groups under observation. 

There are three kinds of pre-experimental design:

  1. One-shot Case Study Research Design: One group is studied at a single point in time. This group is generally studied after implementing a variable that is presumed to affect another variable has been employed. This kind of research design does not employ a control or comparison group.
  2. One-group Pretest-Posttest Research Design: Here, a single case is observed twice, once before the treatment or manipulation of the independent variable and once after the changes. If the outcome of before and after is different, it is assumed that it was caused by the independent variable. This too does not employ a control or comparison group.
  3. Static-group Comparison: In this research design, two groups are under observation. One group has experienced the manipulation of the independent variable while the other has not. The changes that are observed between the two groups are assumed to be a result of the manipulations of the independent variable.

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2. True experimental research design

This research design depends on statistical analysis which will either support or refute a hypothesis. This element of hypothesis testing makes this research design the most accurate kind of research. 

All true experimental research designs contain independent and dependent variables, pretesting and post-testing, and experimental and control groups. Here, the effect of the independent variable on the dependent variable is tested or verified by comparing two groups. 

  • The treatment group is given the intervention or a level of manipulation of the independent variable. 
  • While the control group is not exposed to the same intervention.

One more important aspect of this research design is that the participants in the study are chosen at random. Random sampling is important because it ensures that the two groups are equated or comparable. Any differences between the treatment and control groups are due to chance and chance only. 

This research method is mostly used in physical science.

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3. Quasi-experimental research design

This research design is similar to the true experimental research design, but they are not the same. 

The difference here is the assignment of participants in the control group. Here, an independent variable is employed and manipulated, but the participants of a particular group are not chosen at random. 

This design is generally used in settings where random assignment is either not required or not possible. It can allow you to conduct research by using the pre-collected data by other researchers or the government. 

This type of research design has two major advantages – higher external and internal validity. Quasi-experiments involve real-world research, which contributes to higher external validity. While having more control over the variables leads to higher internal validity. 

Now that we have established the three types and their characteristics let’s look at the research’s advantages and disadvantages.

What are the advantages of experimental research design?

The biggest advantage of experimental research is that it gives you an opportunity to test your idea before you take it to the market. The following points outline the advantages of experimental design. 

  1. Researchers have more control and hold over the variables in order to obtain desired results.
  2. You can manipulate the variables as per the need of the experiment without skewing the research integrity. 
  3. The results of this research are valid and specific.
  4. The results found can be generalized to similar ideas or situations.
  5. It enables hypothesis testing and hence gives researchers an ideal starting point.
  6. The two variables enable you to discover the cause-and-effect relationship.

What are the limitations of experimental research?

However, the research is not without its limitations. There are some disadvantages that you should learn before you start conducting research. 

  1. The results obtained from experimental design can be prone to human errors. 
  2. Since most experimental studies take place in strictly controlled and laboratory-like conditions, the results may not reflect reality. 
  3. Experimental research is also time-consuming and costly. 
  4. Moreover, some naturally-occurring phenomena do not lend them to be controlled in laboratory-like settings, for example, the effects of a pandemic on consumer spending.
  5.  A researcher cannot cause, control, or replicate a pandemic to understand how it will affect the consumers of the product under study.
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Wrapping up;

This sums up all you need to learn about experimental research design. Although it is complex, it is also the golden standard of research. It can help you in business to understand how successful your product will be in the market. 

With this type of research, you can learn about your target market and its purchase behavior. While launching a new product, scientific research can help you uncover any issues that can cause problems for your customers and lead to a decrease in sales. 

While the research may not be useful all the time, you can mix it up with surveys to get better results. Use online survey software to distribute your survey to a wider audience and gather reliable data.

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