por What is causal research?
causal research It is the study aimed at discovering possible relationships between variables. Its objective is to understand which variables are the causes of the studied effect. That is, it seeks to identify the functional relationship between cause and effect.
It is a type of experimental and statistical research. Experiments can be carried out in laboratories with controlled conditions to avoid misinterpretation of the relationship between cause and effect.
In these cases, the researcher controls some variables and manipulates others. But experiments can also be carried out in the field, where control and manipulation are more limited.
For its part, statistical research is carried out on pre-existing data. In some cases, statistical methods are applied to establish the probability that a variable X has some effect on the variable Y. In other cases, simulations using mathematical models are used to determine this causality.
Among others, causal research has a wide field of application in the area of marketing. For example, it can be used to measure the potential impact that a specific change in product features may have on consumer preferences. From this, a company can base its business plan.
Characteristics of causal research
look for causality
As its name implies, causal research seeks to establish causality. In general, it can be said that these studies establish the why and how of a phenomenon.
This type of inquiry explores the effect of one thing on another, and more specifically, the effect of one variable on another.
highly structured
One of the most outstanding characteristics is that they are highly structured. In that sense, they require a rigid sequential approach to sampling.
Sampling is the process of taking a predetermined number of observations from a population of considerable size.
rigorous
In addition, they are also very rigorous in carrying out data collection and analysis. All these rigorous measures in the study design seek to establish a reliable and verifiable relationship between two or more constructs or variables.
Even the other influencing variables must be controlled so that their impact on the effect can be eliminated or minimized. Thus, if one seeks to establish the impact of wage conditions on turnover voluntary staff, other intervening variables must be controlled such as age, marital status or educational level, among others.
requires experiments
On the other hand, this type of study requires experimentation to establish causality. And, in most situations, it is quantitative in nature and makes use of statistical tests of the information collected.
Advantages and Disadvantages of Causal Research
Advantages
Control over variables
In this type of research, control over the variables involved in the process is easier. Because the tightest control is placed on the independent variables, it becomes easier to eliminate or restrict the effect of external and unwanted variables.
Cause and effect relationship
Due to the form of the causal research design, manipulation of the variables is quick and easy. In this way cause-effect relationships can be easily determined.
Results
Experiments conducted through causal research can be repeated and the results re-verified. This increases the degree of reliability.
This is possible thanks to the fact that in this type of research specific control configurations are used that reduce the uncertainty in the results.
instrumental role
Causal studies can play an instrumental role in terms of identifying the reasons behind a wide range of processes.
In the same way, through them the impact of the modifications in the norms, processes, among others, can be evaluated.
Disadvantages
coincidental factors
In causal research, coincidences in events can affect the results. These can be perceived as cause and effect relationships, when in reality they are not.
Reliability of results
Sometimes, in this type of research it can be difficult to reach appropriate conclusions based on the results of the study carried out. This is due to the impact of a wide range of factors and variables in the environment of the analyzed event.
Correlation between variables
In certain cases, it becomes difficult to identify which variable is a cause and what is its impact on the event studied. This situation can appear frequently despite the fact that the correlation between the variables has been effectively established.
Real examples of causal research
The effect of the weather and its changes in the emotional state
In 2012, Spanova carried out a study to find out the relationship between the climate and the emotional state of individuals. This took place in Sofia, Bulgaria, over a period of eight months. Five psychological methods were used in the course of this investigation.
The results obtained showed that sudden climatic changes, as expected, had effects on human emotions. In addition, it was shown that emotionally stable individuals are more resistant to the influence of the weather on their emotions.
Effects of negative advertising and company reaction on consumer attitudes
Matos and Veiga, in 2004, investigated how negative advertising can affect consumer perceptions. They also looked at different reaction options from the company and evaluated the moderators.
To achieve their goals, they conducted a laboratory study. This sought to test how consumers process publicly negative information.
The results confirm the harmful effect of negative advertising on consumer attitudes. However, identification with the brand or product is a mitigation.
On the other hand, a field study compared the different responses of the company to this type of advertising. The results confirmed the findings of the first study: the degree of identification with the product minimizes the negative effects.
Effects of multimedia technology on learning
Another example of causal research is the study presented by Gertner in April 2011. Its objective was to evaluate the effects of electronic text on reading comprehension and transfer learning.
Sixty-nine students participated in this study, who were enrolled in an introductory psychology course. One group used traditional textbooks, while another only used electronic texts. Both groups then completed assessment tests in learning comprehension and transfer.
Overall, it was found that there is a positive relationship between learning and reading transfer scores for electronic text compared to traditional text. Also, reading comprehension scores were similar.
Relationship between disinformation and fake news with extremist positions
In the United States, on January 6, 2020, there was an assault on the Congress of that country by supporters of former President Donald Trump. An investigation carried out by US government agencies during 2021 established a direct relationship between the so-called fake news, or false news, with extremist and radical positions.
The abundance of these fake news on social networks increased the radicalization of large sectors of the American population by a high percentage.
Even after providing strong evidence that the FBI was not behind the assault, or that the so-called «antifas» (for anti-fascists, or people of leftist ideology) were not the ones who started and stirred up people, a vast majority of Trump supporters continue to think that a conspiracy of stratospheric magnitudes is brewing in the world and in the United States.
The investigation pointed out as one of the causes, the proliferation of fake news and the fact that on very few occasions people verify the information, since they identify with the news in such a way that they take it for granted.
The investigation was based on the numerous audiovisual records of mobile phones, WhatsApp messages and the police database, as well as personal testimonies.
References
Mbaskool. (s/f). Definition: Causal Research. Taken from mbaskool.com/business-concepts.
Research methodology. (s/f). Causal Research (Explanatory research). Taken from research-methodology.net.
Chawla, D. & Sodhi, N. (2011). Research Methodology: Concepts and Cases. New Delhi: Vikas Publishing House.
DJS Research Ltd. (2006, July 26). What is Causal Research?. marketresearchworld.net.