Causal research Cause-and-effect relationships: a change in one thing causes a change in something else >Independent(cause)VS dependent (change in outcome variables >Experiments: test predicted relationships among variables in a controlled environment Prediction: marketing action O Copy rights reserved, Zou Deqiang19 19 © Copy rights reserved, Zou Deqiang Causal Research • Cause-and-effect relationships: a change in one thing causes a change in something else ¾Independent (cause) vs. dependent (change in outcome) variables ¾Experiments: test predicted relationships among variables in a controlled environment ¾Prediction: marketing action