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What is Experimental Research: Definition, Types & Examples

Understand how experimental research enables researchers to confidently identify causal relationships between variables and validate findings, enhancing credibility.

June 16, 2024

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This blog covers the essentials of experimental research and its  application in businesses. It emphasizes the value of controlled and  systematic research design for establishing cause-and-effect relationships,  managing variables, and generating reliable results. The blog explains the  types of experimental research, including pre-experimental, true  experimental, and quasi-experimental designs, each with distinct structures  that fit different research needs.    The importance of experimental research is outlined through examples such  as product testing, marketing optimization, pricing strategies, and customer  experience enhancement. These examples show how businesses can use  experimental research to test hypotheses, improve products, and make informed  decisions. Despite its benefits, the blog also highlights the disadvantages,  like ethical concerns, artificial settings, high costs, and participant  biases.    Finally, the blog suggests leveraging tools like Entropik's Decode for AI-driven  market research, which allows businesses to experiment and analyze consumer  behavior for better decision-making. The post concludes with a brief FAQ  section, answering common questions about experimental research, including  examples and its application in various fields like medicine, psychology, and  education.

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Experimental research is crucial for companies because it allows them to precisely control and measure key factors, identify dependent and independent elements, and set conditions to observe their effects. By changing one variable systematically, it is possible to determine possible cause-and-effect relations and analyze how specific observed effects depend on them. 

Read this blog to learn more about how experimental research design can drive business success and provide practical examples of its application in various industries.

What is Experimental Research?

Experimental research is a systematic and scientific approach in which the researcher manipulates one or more independent variables and observes the effect on a dependent variable while controlling for extraneous variables. This method allows for the establishment of cause-and-effect relationships between variables. 

Experimental research involves using control groups, random assignment, and standardized procedures to ensure the reliability and validity of the results. It is commonly used in psychology, medicine, and the social sciences to test hypotheses and theories under controlled conditions.

Example of Experimental Research

An experimental research example scenario can be a clinical trial for a new medication. This scenario aims to determine whether the new type of drug applies to the patient. Accordingly, patients with hypertension diagnosed by a medical practitioner are randomly assigned to two groups. 

The experimental group is subjected to the new medication the research treatment facility delivers. In contrast, the control group is treated with either a placebo or the medical drugs previously used by the patients. The data will be both quantitative and qualitative . 

Quantitative data will include blood pressure levels or symptom severity scores. Qualitative data will include symptoms reported by the patient or symptoms observed by the practitioner and side effects experienced by the patients. Consequently, the research on which type of drug is effective is tested, and results are obtained by comparing the patient's conditions in the two groups.

Researchers believe a new medication works if the experimental group shows significant symptom improvements compared to a control group and has no immediate side effects. Testing many patients increases confidence that the effects are due to the medication and not a placebo effect.

What Are The Different Types of Experimental Research?

The following are the different types of experimental research: Pre-Experimental Research

• One-Shot Case Study: A single group is exposed to a treatment and then observed for outcomes. There is no control group for comparison.
• One-Group Pretest-Posttest Design: A single group is measured before and after treatment to observe changes.

True Experimental Research

• Randomized Controlled Trials (RCT): Participants are randomly assigned to experimental and control groups to ensure comparability and reduce bias. This design is considered the gold standard in experimental research.
• Pretest-Posttest Control Group Design: Both the experimental and control groups are measured before and after the treatment. The experimental group receives the treatment, while the control group does not.
• Posttest-Only Control Group Design: Participants are randomly assigned to experimental and control groups, but measurements are taken only after the treatment is administered to the experimental group.

Quasi-Experimental Research

• Non-Equivalent Groups Design: Similar to the pretest-posttest control group design, participants are not randomly assigned to groups. This design is often used when random assignment is not feasible.
• Interrupted Time Series Design: Multiple measurements are taken before and after a treatment to observe changes over time. This design helps control time-related variables.
• Matched Groups Design: Participants are matched based on certain characteristics before being assigned to experimental and control groups, ensuring comparable groups.

Factorial Design

• Full Factorial Design: Involves manipulating two or more independent variables simultaneously to observe their interaction effects on the dependent variable. All possible combinations of the independent variables are tested.
• Fractional Factorial Design: A subset of the possible combinations of independent variables is tested, making it more practical when dealing with many variables.

What is the Importance of Experimental Research?

Establishing Causality

Experimental research is essential for establishing correlations between variables of interest and demonstrating causality. It allows researchers to manipulate one or more independent variables considered the cause and record changes in the dependent variable, the effect.

Controlling Variables

One of the strengths of this type of research is that it allows for controlling the effect of extraneous variables. This means that experimental research reduces alternative explanations of effects. Using control groups and random assignment to conditions, the experimental method can accurately determine whether the observed group differences resulted from manipulating the independent variable or other factors.

Providing Reliable and Valid Results

A structured and rigorous methodology while conducting experimental research minimizes the possibility of measurement errors and biases. In addition, randomized controlled trials are generally accepted as the gold standard in research. Because of these features, the data’s reliability can be confirmed in advance by similar findings, and the results will also be more replicable and generalizable to the broader population.

Informing Decision-Making

Experimental research provides empirical evidence and data to support important organizational decisions, such as product testing and experimentation, marketing strategies, or improving operational processes and activities.

Driving Innovation

Experimental research drives innovation by systematically testing new ideas and interventions. It allows companies and researchers to experiment with novel concepts in a controlled environment, identify successful innovations, and confidently scale them up.

What Are The Disadvantages of Experimental Research?

Ethical concerns.

Experimental research implies ethical dilemmas, especially when human subjects are concerned. Generally speaking, ethical principles prohibit manipulating variables, specifically intentionally causing harm to, offending, and inducing psychological or physical pressure. Ethics guidelines and review boards are expected to curb risks in an experiment, but they could also somewhat restrain findings. 

Artificial Settings

Most experimental studies are conducted in highly controlled artificial conditions, such as laboratories, where external variables are properly controlled and isolated. Thus, the conclusions of the findings might only sometimes be extended to the real world, so they will only sometimes be applicable. The main type of validity under which this problem falls is external validity. Some variables cannot be controlled or do not appear in artificial conditions. 

High Costs and Time Consumption

Experimental research is expensive and time-consuming. There are various reasons for this statement. First, such a type of research requires specialized equipment, controlled conditions of measurement, and large sample sizes, which means increased costs. Second, designing an experiment, preparing all the necessary information and tools for its implementation, running it, and analyzing the data received is usually time-consuming, even in the simplest cases. 

Practical and Logistical Constraints

Some variables or phenomena cannot be either manipulated or controlled. Experimental studies are impractical if processes are complex, large-scale, or long-term. For example, a lab cannot treat anything related to the environment or societal changes. Therefore, due to the inability to conduct experiments based on such phenomena, some questions can only be studied by other experimental research methods, such as observational or correlational.

Participant Behavior and Bias

Experimental studies may be biased based on the participants’ awareness of being observed during the process. Also called the Hawthorne effect, another issue that can hurt the study’s validity, especially in medical research, is using control groups. Although they are necessary to measure the efficiency of a certain treatment, such research may involve not providing some groups with potentially beneficial treatment. 

These two problems may affect the results and make them unethical. In either case, corrective steps should be taken to address this issue and ensure that the results have been obtained properly.

How Businesses Can Leverage Experimental Research?

Product development and testing.

Businesses can use experimental research to test new products or features before launching them. By creating controlled experiments, such as A/B testing , companies can compare different versions of a product to see which one performs better in terms of customer satisfaction, usability, and sales. This approach allows businesses to refine their products based on empirical evidence, reducing the risk of failure upon release.

Marketing Strategy Optimization

Experimental research is invaluable for optimizing marketing strategies. Businesses can test different marketing messages, channels, and tactics to determine which are most effective in engaging their target audience and driving conversions. For example, they can conduct randomized controlled trials to compare the impact of various advertising campaigns on consumer behavior , enabling data-driven decisions that enhance marketing ROI.

Customer Experience Enhancement

Customer experience is increasingly more critical for retention and loyalty. Companies use experimental research to determine the best practices for customer service, website design, and in-store experience. Through experimenting and measuring responses, companies can identify what promotes satisfaction and loyalty and apply these results to enhance customer experience.

Pricing Strategies

Experimental research helps businesses determine optimal pricing strategies. Companies can analyze consumer reactions and willingness to pay by testing different price points in controlled settings. This approach enables businesses to find the price that maximizes revenue without deterring customers, balancing profitability with market competitiveness.

Operational Efficiency

Businesses can use experimental research to enhance operational efficiency. For instance, they can test various processes, workflows, or technologies to identify which ones improve productivity, reduce costs, or enhance quality. Companies can implement the most effective strategies and practices by systematically experimenting with different operational changes, leading to better overall performance.

Final Words

Experimental research has become a powerful instrument for modern business development. It systematically tests assumptions and variables associated with various activities, from product development, marketing strategies, and customer experiences to pricing and operational efficiencies.

Get your hands on Decode , an AI-powered market research tool that can help you test hypotheses about consumer behavior and preferences. Companies can determine cause-and-effect relationships by manipulating specific variables, such as pricing or advertising methods, and observing the effects on consumer responses using Decode diary studies . 

This research method collects qualitative data on user behaviors, activities, and experiences over time. This helps them make informed decisions about product development, marketing strategies, and overall business operations.

Frequently Asked Questions (FAQs)

Question 1: what are examples of experimental research.

Answer: Examples of experimental research include drug trials, psychology experiments, and studies testing new teaching methods. These experiments involve manipulating variables and comparing outcomes to establish causal relationships.

Question 2: What is the meaning of experimental design in research?

Answer: Experimental design in research refers to the methodical planning of experiments to control variables, minimize bias, and draw valid conclusions. It involves carefully considering factors like sample size, randomization, and control groups.

Question 3: What are the characteristics of experimental research?

Answer: Characteristics of experimental research include manipulation of variables, random assignment, control groups, and measurement of outcomes. These features ensure that researchers can isolate the effects of specific variables and draw reliable conclusions.

Question 4: Where is experimental research used?

Answer: Experimental research is used in medicine, psychology, education, and natural sciences to investigate cause-and-effect relationships and validate hypotheses. It provides a systematic approach to testing theories and informing evidence-based practices.

Frequently Asked Questions

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Soham is a true Manchester United fan who finds joy in more than just football. Whether navigating the open road, scoring virtual goals in FIFA, reading novels, or enjoying quality time with friends, Soham embraces a life full of diverse passions.

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• What is Experimental Research & How is it Significant for Your Business

What is Experimental Research & How is it Significant for Your Business

Experimental research uses a scientific method for conducting research, employing the most methodical research design. Known as the gold standard, it involves performing experiments to reach conclusions and can be conducted based on some of the findings from previous forms of research. 

Logically, it would follow correlational research, which studies the relationships between variables. It can also follow causal research , a kind of experimental research in itself, as it establishes cause and effect relationships between previously studied variables.  

Experimental research is typically used in psychology, physical and social sciences, along with education. However, it too can be applied to business.

This article expounds on experimental research, how it is conducted, how it differs from other forms of research, its key aspects and how survey studies can complement it.

Defining Experimental Research

Experimental research is a kind of study that rigidly follows a scientific research design. It involves testing or attempting to prove a hypothesis by way of experimentation . As such, it uses one or more independent variables, manipulating them and then using them on one or more dependent variables .

In this process, the researchers can measure the effect of the independent variable(s) on the dependent variable(s). This kind of study is performed over some time, so that researchers can form a corroborated conclusion about the two variables.  

The experimental research design must be carried out in a controlled environment . 

Throughout the experiment, the researcher collects data that can support or refute a hypothesis, thus, this research is also referred to as hypothesis testing or a deductive research method.

The Key Aspects of Experimental Research

There are various attributes that are formative of and unique to experimental research in addition to its main purpose. Understanding these is key to understanding this kind of research in-depth and what to expect when performing it. 

The following enumerates the defining characteristics of this kind of research:

• It includes a hypothesis, a variable that will be manipulated by the researcher along with the variable that will be measured and compared . 
• The data in this research must be able to be quantified.
• The observation of the subjects, however, must be executed qualitatively.
• The latter is rarer, as it is difficult to manipulate treatments and to control external occurrences in a live setting. 
• It relies on making comparisons between two or more groups (the variables).
• Some variables are given an experimental stimulus called a treatment; this is the treatment group.
• The variables that do not receive a stimulus are known as the control group.
• First, researchers must consider how the variables are related and only afterward can they move on to making predictions that can be tested.
• Time is a crucial component when putting forth a cause-and-effect relationship.
• Pre-experimental research design
• True experimental research design
• Quasi-experimental research design

The Three Types of Experimental Research

Experimental research encompasses three subtypes that researchers can implement. They all fall under experimental research, differing in how the subjects are classified. They can be classified based on their conditions or groups.

Pre-experimental research design: 

This entails a group or several groups to be observed after factors of cause and effect are implemented. 

• Researchers implement this research design when they need to learn whether further investigation is required for these particular groups.
• One-shot Case Study Research Design
• One-group Pretest-posttest Research Design
• Static-group Comparison

Quasi-experimental Research Design

Representing half or pseudo, the moniker “quasi” is used to allude to resembling true experimental research, but not entirely. 

• The participants are not randomly assigned, rather they are used when randomization is impossible or impractical.
• Quasi-experimental research is typically used in the education field. 
• Examples include: the time series, no equivalent control group design, and the counterbalanced design.

True Experimental Research Design

This kind of experimental research design studies statistical analysis to confirm or debunk a hypothesis.

• It is regarded as the most accurate form of research. 
• True experimental research can produce a cause-effect relationship within a group. 
• A control group (unaltered) and an experimental group (to undergo changes in variables)
• Random distribution
• Variables can be manipulated

Why Your Business Needs Experimental Research

There are various benefits to conducting experimental research for businesses. Firstly, this form of research can help businesses test a new strategy before fully engaging in/ launching it.

The strategy can involve anything from content marketing strategy, to a new product launch. This is especially useful for technology companies, which conduct experimentation frequently. In fact, this kind of research is essential to an R & D (research and development) department.

This makes experimental research a much-needed effort when it comes to spurring innovation. Whether it involves a slight rebranding or an upgrade of products, experimental research guides these campaigns in a science-backed manner.

Secondly, a business must excel in meeting customer needs. Customer experience is an overwhelmingly important side of any business, as customers are willing to make on-the-stop purchases and pay more for a good CX . 

As such, each product addition and change in a customer journey must be carried out wisely. Businesses ought to avoid creating unwanted services, or those that cause any aversion within customers. Instead, they should only invest in the most profitable services, products and experiences, a feat that cannot be accomplished solely on guesswork.

Experimenting allows brands to understand customer preferences and changes in their behaviors , as the experiments create stimuli and changes in independent variables. 

Additionally, experimental research grants companions an understanding of their business environment. In turn, this helps them predict outcomes, or create hypotheses about outcomes to guide them in further research, if need be. For example, a business may consider testing the reactions of its competitors should it raise its costs on various offers.

Aside from discovering if this yields a profitable change, it can discover how companies in the same niche respond and if those responses drive more sales, etc.

Key Independent Variables

• Digital user experience (DX) such as new site features
• Advertisements
• Marketing activity (SEO, SEM, social media announcements, retargeting, etc.)
• Inventory (new products or upgrades)
• Interactions with sales agents

Key Dependent variables 

• VoC feedback (whether positive or negative)
• Site traffic
• In-store visits
• Time spent on a website, bounce rates, etc.

An Example of Experimental Research for Business

Market researchers can apply experimental research to a wide breadth of testing needs. Virtually anything that requires proof, confirmation, or is clouded by uncertainty can put experimentation into practice.

The following is an example of how a business can use this research: 

A product manager needs to convince the higher-ups in a denim company to launch a new product line at a particular department store. The objective of this launch is to increase sales, expand the company’s floor presence and widen the offerings.

The manager has to prove that this line is needed in order for the company to pitch the idea to the department store. The product manager can then conduct experimental research to provide a strong case for their theory, that a new line can raise sales.

The product manager performs experimental research by executing a test in a few stores, in which the new line of denim is sold. These stores are varied in location to signify the target market sales before and after the launch. The test runs for a month to determine if the hypothesis (the new line resulting in increased attention and sales) can be proven.

This represents a field experiment. The product manager must heed the sales and foot traffic of the new product line, paying attention to spikes in revenue and overall sales to justify the new line.

Experimental Research Survey Examples

Survey research runs contrary to experimental research, unlike the other main forms of research such as exploratory, descriptive and correlational research. This is because the nature of surveys is observational, while experimental research, as its name signifies, relies on experimentations, that is testing out changes and studying the reactions to the changes.

Despite the contrast of survey research to experimental research, they are not completely at odds. In fact, surveys are a potent method to gain further insight into an existing experiment or understand variables before conducting an experiment in the first place.

As such, businesses can adopt a wide variety of surveys to complement their experimental research. Here are some of the key forms of surveys that work in tandem with experimentation:

• Discovers the aspects of statistical significance within variables.
• Helpful in that causal research is quantitative in essence. 
• Delves into past events, occurrences and attitudes in regards to the variables.
• Shows whether the variables changed and how so. 
• Can find causative elements between variables over a period of time.
• Useful for formulating hypotheses. 
• Helps businesses zero in on variables that contribute to or result from certain kinds of customer experiences. 
• Allows businesses to test CX in relation to the responses from this survey.
• Measures various matters critical in a business or organization; surveys employees.
• Deployed more frequently, so variables can always be continually tracked. 
• Helps answer the what, why and how with open-ended questions.
• Extracts key high-level information in depth.

How Experimental Research Differs from Correlational, Exploratory, Descriptive and Causal Research

Experimental research differs from exploratory, descriptive and correlational research in self-evident ways. It is, however, often conflated with causal research. However, they too have notable differences. 

Causal research involves finding the cause-and-effect relationships between variables. Thus, it too employs experimentation. However, this means that causal research is a form of experimental research, not the other way around.

Experimental research, on the other hand, is fully science and experiment-based, as it chiefly seeks to prove or disprove a hypothesis. While this largely involves studying independent and dependent variables, as it does in causal research, it is not solely based on these aspects. Instead, it can introduce a new variable without knowing the dependent variable or experiment on an entirely new idea (as in the example used in the previous selection).

Causal research looks into the comparison of variable relationships to find a cause and effect, while experimental research states an expected relationship between variables and is bent on testing a hypothesis. 

As far as comparisons to correlational research go, while experimental research also studies the relationships between variables, it functions far beyond this by manipulating the variables and virtually all subjects involved in experiments .

On the contrary, correlational research does not apply any alterations or conditioning to variables. Instead, it is a purely observational research method. As such, it merely detects whether there is a correlation between only 2 variables. In contrast, experimental research studies and experiments with several at a time.

Exploratory research is vastly different from experimental research, as it forms the very foundation of a research problem and establishes a hypothesis for further research. As such, it is conducted as the very first kind of research around a new topic and does not fixate on variables. 

Descriptive research , like exploratory research and unlike experimental research, is conducted early in the full research process, following exploratory research. Like exploratory research, it seeks to paint a picture of a problem or phenomenon , as it zeros in an already-established issue and delves further, in pursuit of all the details and conditions surrounding it. 

Thus, unlike experimental research, it only observes; it does not manipulate variables in any capacity or setting.  

The Advantages and Disadvantages of Experimental Research

Experimental research offers several benefits for researchers and businesses. However, as with all other research methods, it too carries a few disadvantages that researchers should be aware of. 

The Advantages

• Researchers have a full level of control in an experiment.
• It can be used in a wide variety of fields and verticals.
• The results are specific and conclusive.
• The results allow researchers to apply their findings to similar phenomena or contexts.
• It can determine the validity of a hypothesis, or disprove one.
• Researchers can manipulate variables and use them in as many variations as they desire without tarnishing the validity of the research.
• It discovers the cause and effect among variables.
• Researchers can further analyze relationships through testing.
• It helps researchers understand a specific environment fully. 
• The studies can be replicated so that the researchers can repeat their experiments to test other variables or confirm the results again.

The Disadvantages

• It involves a lot of resources, time and money, as such, it is not easy to conduct.
• It can form artificial environments when researchers unwittingly over-manipulate variables as a means of duplicating real-world instances.
• It is vulnerable to flaws in the methodology, along with other mistakes that can’t always be predicted.
• Flawed experiments may require researchers to start their experiments anew to avoid false calculations, measuring results from artificial scenarios or other mistakes.
• Some variables cannot be manipulated and some forms of research experiments are too impractical to conduct.

How to Conduct Experimental Research

Experimental research is often the final form of research conducted in the research process and is considered conclusive research. The following explains the general steps required to successfully complete experimental research. 

• Form a specific research question.
• Gather all available literature and other resources around the subject.
• Conduct secondary research around the subject and primary research via surveys . 
• Consider how they relate to your question and how they line up with the secondary research you conducted.
• After your initial studies, form a hypothesis.
• First, decide which variable(s) is dependent/ independent (if it doesn’t involve experimenting).
• Decide how far to vary the independent variable.
• In the experiment, manipulate the independent variable(s).
• Measure the dependent variable(s) while you study the independent variable(s) alongside.
• Make sure to control potential confounding variables.
• Keep the study size in mind; a larger study pool creates statistical findings.
• Assign your subjects to “treatment” groups randomly, with each to receive a different level of “treatment.”
• Use a control group, which receives no manipulation. This shows you the test subjects as they appear/behave without any experimental intervention.
• Completely randomized design: every subject gets randomly assigned to a treatment.  
• Randomized block design : aka stratified random design, subjects get first grouped based on a shared characteristic, then assigned to treatments within their groups at random.
• Independent measure : subjects receive only one of the possible levels of an experimental treatment.
• Repeated measures design : every subject gets each of the experimental treatments consecutively, as their responses are measured. It also refers to measuring the effect of an emerging effect over time.
• Continue experimenting on variables as needed, take measurements and take notes.
• Based on your experiment(s), put together a logical conclusion. It is possible that it may need testing over time.

Using Experimental Research and Going Further

Although experimental research can be very complex, this research method is the most conclusive. Using a scientific approach, it can help you form tests on various business matters. While it is critical for understanding your target market’s and customers’ existing behaviors, it can also be used to experiment on a wide variety of other matters.

Before launching a new product, or an updated one, for example, you can conduct an experiment to understand the product in action. This helps you avoid any glitches or undesirable qualities that will incur problems for your customs and a bad reputation for your brand.

Experimental research is not for every business, yet if you decide to implement this form of research, consider using surveys in tandem. An online survey platform can help you establish and distribute your surveys to a wide network via organic sampling to avoid biases. 

Although it isn’t a requirement, in today’s age of excelling in customer experience (CX), it is of the essence to have as much data on your target market as possible. An online survey tool makes this possible.

Do you want to distribute your survey? Pollfish offers you access to millions of targeted consumers to get survey responses from $0.95 per complete. Launch your survey today.

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What is Experimental Research? Definition, Design Types & Examples

September 18, 2023 | By Hitesh Bhasin | Filed Under: Marketing

Whether it’s running lab tests, conducting field studies, or creating simulations, experimental research is all about diving deep into unexplored territories. It’s about asking daring questions and seeking answers that push the boundaries of our knowledge. At its core, experimental research is about testing hypotheses with controlled experiments. By carefully creating conditions and collecting data, researchers can learn more about how the world works, and make sure their theories hold up.

Some of the common experimental research examples to help you understand the concept are:

• Medicinal researchers use experimental research to determine the best course of treatment for illnesses . Usually, instead of directly testing it on human subjects, they take samples of bacteria from a patient and then try the anti-bacterial medicine developed.
• Social scientists are well-versed in experimental research related to human behavior. To illustrate this, consider a study where two people are randomly chosen, and one of them is isolated from other humans for an entire year. Such scientific experiments in physical sciences allow us to gain insights into different aspects of human behavior.
• Ensuring an exceptional user experience is paramount during product development. This can be achieved by putting the product through a rigorous testing phase, where potential users are invited to give feedback and suggest improvements. Once this process is complete, the product’s final design can be released.

Table of Contents

What is Experimental Research?

Experimental research is a scientific study used to analyze and compare two sets of variables – the control group and the experimental group. For example, quantitative research techniques are classified as experimental, where the control variable is kept constant to measure changes in the experiment variable.

Experimental research refers to observing and collecting data in a controlled environment, offering potential benefits for professional use. Experimental research is a type in which researchers often test how changes to independent variables impact dependent variables. This is done by changing the value of certain independent variables and measuring the effects on corresponding dependent variables.

Key Takeaways!

• Experimental research provides a clear direction for hypothesis testing and data analysis.
• It allows for precise control over variables, resulting in highly accurate outcomes.
• Experimental research can be replicated, allowing for validation and improvement of initial findings.

Understanding Experimental Research Design

Experimental research is a great way to compare two or more variables and observe the effects on a particular group or groups under specific conditions. It helps in understanding cause-and-effect relationships of different variables like price as an independent variable affects sales which is a dependent variable. Let’s understand this with the examples of some of the independent and dependent variables –

1) Independent Variables

• Inventory (new products or upgrades)
• Sales agents’ approaches and interactions
• Digital user experience (DX
• Marketing activities
• Season, etc

2) Dependent variables

• In-store visits
• VoC feedback
• Time spent on a website
• Bounce rates
• Site traffic, etc

Importance of Experimental Design

When you conduct experimental research, it plays an important role in understanding the cause-and-effect relationships in a system. By altering particular variables and observing their effect, we can identify how different components of the system interact with one another, which is especially useful when looking into intricate matters.

It is a key component of academics & science. It’s used to test ideas, create new products, and make vital breakthroughs in different fields. Its significance goes beyond that as it’s an essential method for many scientific and academic studies. For instance, knowing the effects of a drug is integral to its development. Researching the dosage and associated side effects is an important part of this process. This enables researchers to create new drugs and treatments that are safe and effective.

Experimental research is also used in psychology to understand how the brain works and identify new treatments for mental health issues. It involves manipulating variables such as stimuli to gain insights into human behavior. It is also used in education to test new teaching methods and find the most effective ones.

Trying out something new via experimental design can be advantageous for businesses. Through experimentation, they can assess the effect of different marketing strategies, product design, and customer service on their success as well as identify potential opportunities. With this change, businesses can see if it is financially beneficial for them, as well as track how other businesses in the same industry react and if those reactions lead to an increase in sales.

When Can a Researcher Conduct Experimental Research?

Experimental research can be conducted in any environment where there is the potential for a cause and an effect. This may include the study of language, social situations, medicine, engineering, or marketing to name a few.

If it is possible to manipulate one variable while keeping the other variables constant then experimental research can be used as an effective tool for understanding how different elements interact

In order to conduct effective experimental research, a scientist must use the scientific method. This approach involves forming a hypothesis, designing an experiment, collecting data, analyzing the results and drawing conclusions based on the findings. Each step of this process requires careful consideration and planning in order for it to be successful.

You can use experimental research methods in different situations like –

• When the cause and effect are dependent on time
• When cause and effect have an invariable relationship
• When the researcher wants to understand the importance of the cause-and-effect relationship

Types of Experimental Research Design

1. pre-experimental research design.

It uses observation to observe the effects of an experiment. Pre-experimental research generally takes place in different design structures

• One-shot case study research design – Single-group pre-experimental research involves testing one group exposed to a stimulus, then analyzing the performance of individuals or entities in the group after application.
• One-group pretest-posttest design – Researchers use pre-and-post-tests to measure the effects of stimuli on test subjects. The results allow for observations about the impact of the stimulus.
• Static group comparison design – In a static group comparison, researchers assess two different groups, with only one receiving the stimuli being studied. Testing is conducted at the end of a process to compare results between groups given and not given stimuli.

2. True experimental research design

For these types of research, participants must be allocated to different groups randomly. This is known as random assignment and is a key element of the research process .

By removing bias in creating study groups, the results of the research are more reliable. Some of the design structures used in this true experimental research are-

• Posttest-only control group design – The randomized control trial design randomly divides participants into two groups, one which acts as a control and does not receive the stimuli being tested, and another which does receive the stimuli. At the conclusion of the experiment, researchers carry out tests to evaluate the tangible results arising from exposure to particular stimuli.
• Pretest-posttest control group design – It involves testing the participants before & after the stimulus from the non-control group. It utilizes a double-test model which allows researchers to compare and assess results in multiple ways.
• Solomon’s four-group design – The Solomon four-group design is a widely used experimental research structure that involves assigning participants to four randomized groups. This method is thought to be one of the most detailed and complex schemes for running experiments. Groups are formed for pre and post-tests, both with and without control groups, for research purposes.

3. Quasi-experimental research design

Quasi-experimental research is similar to true experimental research but differs in how research subjects are assigned to groups as it lacks randomization.

Instead of randomly assigned participants, they are utilized when randomization is not practical or feasible. Quasi-experimental studies are often conducted in educational settings, helping researchers to generate useful insights into the field.

How to Conduct Experimental Research

Some of the steps of conducting experimental research designs effectively are:

• Your experimental research begins with forming a question, choosing a topic, and identifying related variables.
• Then it should include both secondary sources and surveys.
• You need to collect facts and data to use when beginning a research project to help achieve more successful results.
• Once you are done with researching and examining data related to the topic, come up with a hypothesis that can be tested.
• Next, you need to identify which variables are independent and dependent. After that, choose a range for the independent variable(s) and manipulate these according to your desired outcome. You need to measure the dependent variable(s) at the time when you study the independent variable(s).
• When conducting experiments on certain topics, make sure to have a sufficient sample size and ensure that the subjects are assigned to their respective treatment groups randomly. This fairly distributes the different levels of “treatment” among them.
• Control groups are necessary for identifying how a subject would act without external influences. They provide a baseline to compare results against. This allows you to accurately compare the results with the test subjects that did receive manipulation.
• When assigning subjects for a study, you must choose between two types of groups: a completely randomized design or a randomized block design. Additionally, you can opt for either an independent measures design or a repeated measures design.
• Repetitive experimentation is essential as you need to keep trying different variable settings and monitoring the results. Additionally, make sure to document your observations by taking measurements and making notes.
• After running through the experiment(s), you can make a logical conclusion. However, it is essential to keep testing your hypothesis over time to ensure accuracy and validity.

What Data Collection Methods You can use?

While creating experimental groups for your experimental research, you can use following data collection methods:

1. Observational Study

In an observational study, a researcher records information as it naturally occurs without any intervention.

2. Simulations

Simulations involve creating a hypothetical situation to gain insight into how people or things may react in a real-world setting.

Finally, surveys rely on asking participants questions in order to obtain data.

Some of the upsides of experimental research design are –

• You can freely experiment with variables without affecting the validity of their research, plus it further offers the ability to regulate variables and enhance objectivity.
• You will be able to replicate its studies in order to examine different factors or verify their results again. This allows them to repeat experiments and gain further insight into the topic at hand.
• It can aid researchers in their understanding of different environments, providing a comprehensive overview, plus it can be deployed in a variety of industries and can help businesses gain various benefits.
• Research results can be applied to other situations and contexts, plus they can be used to validate or disprove hypotheses.
• The findings are precise and clear-cut.
• It enables the identification of correlations between different variables and their subsequent effects on one another.
• It can help researchers gain deeper insights into the relationships between different variables and understand their implications.

Disadvantages

A few downsides of an experimental research method are –

• Carrying out an activity like this requires substantial resources, time & cost, hence making it a difficult venture.
• You can create simulation models of real-world scenarios by manipulating variables, although this could lead to unintended consequences if it is not done with care.
• It is not infallible; there may be issues in the methods used and other errors that can’t be anticipated.
• Mistakes in experimental research design should be avoided to guarantee accurate results, and that may require re-running the experiment.
• Certain factors in research cannot be manipulated and some experiments may not be feasible to perform.

Experimental Research Examples

1) social media advertising on brand awareness.

This experiment will compare the effectiveness of social media campaigns on awareness with and without advertising.

The aim is to compare brand awareness between two campaigns, which could be done using surveys, interviews, or other quantitative methods. This hypothesis speculates that a campaign with creative content will lead to heightened brand recognition.

2) A/B Testing

A/B testing is a technique used to compare two versions of a campaign; it can be used to test whether more creative content will have a greater impact on brand awareness.

Two versions of an ad campaign were created: a creative version and a less creative version. The effectiveness of each was assessed to determine which one generated more brand awareness.

Conclusion!

By using experimental research techniques, scientists are able to test theories and identify the root cause of an issue. Furthermore, experimental studies provide more reliable results compared to observational ones. Additionally, quantitative data collected from experiments can be processed & analyzed more accurately than qualitative data.

Applied to cause and effect studies, this type of research method is incredibly valuable. It enables researchers to modify certain variables and track their impact on a predetermined dependent variable, thus giving them deep insights into the relationship between the two.

Despite the positive effects it can have, experimental research also comes with certain drawbacks. Namely, researchers can be biased in their data collection, it’s often difficult to replicate results, and a large number of sample sizes are required for output accuracy.

1) What is experimental research and example?

Experimental research is a method of scientific investigation in which an investigator manipulates certain variables and measures their effect on other variables. For example, a researcher studying the effects of caffeine on concentration might administer coffee to one group of subjects and a placebo to another, then measure their relative concentration levels.

2) What are characteristics of an experiment in research?

Key characteristics of experimental research include control over variables, the ability to manipulate variables to measure their effects, random assignment of subjects to treatments, and the use of control groups.

3) What are the two basic types of experimental research?

The two basic types of experimental research are true experiments and quasi-experiments. True experiments involve random assignment of subjects to different conditions, while quasi-experiments do not.

4) What is the format of experimental research?

The standard format of experimental research includes an introduction (with hypothesis), methodology (including the description of participants, materials, and procedures), results section (presenting the findings), and a conclusion (discussing the results and their implications).

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About Hitesh Bhasin

Hitesh Bhasin is the Founder of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Very thoughtful analysis of the potential benefits that come with including an appropriate ratio of experimental research. Thanks for sharing.

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Article contents

Experimental designs in business research.

• Heiko Breitsohl Heiko Breitsohl Department for Personnel, Management, and Organization, University of Klagenfurt
• https://doi.org/10.1093/acrefore/9780190224851.013.210
• Published online: 26 April 2021

Conducting credible and trustworthy research to inform managerial decisions is arguably the primary goal of business and management research. Research design, particularly the various types of experimental designs available, are important building blocks for advancing toward this goal. Key criteria for evaluating research studies are internal validity (the ability to demonstrate causality), statistical conclusion validity (drawing correct conclusions from data), construct validity (the extent to which a study captures the phenomenon of interest), and external validity (the generalizability of results to other contexts). Perhaps most important, internal validity depends on the research design’s ability to establish that the hypothesized cause and outcome are correlated, that variation in them occurs in the correct temporal order, and that alternative explanations of that relationship can be ruled out.

Research designs vary greatly, especially in their internal validity. Generally, experiments offer the strongest causal inference, because the causal variables of interest are manipulated by the researchers, and because random assignment makes subjects comparable, such that the sources of variation in the variables of interest can be well identified. Natural experiments can exhibit similar internal validity to the extent that researchers are able to exploit exogenous events creating (quasi-)randomized interventions. When randomization is not available, quasi-experiments aim at approximating experiments by making subjects as comparable as possible based on the best available information. Finally, non-experiments, which are often the only option in business and management research, can still offer useful insights, particularly when changes in the variables of interest can be modeled by adopting longitudinal designs.

• research design
• natural experiment
• quasi-experiment
• non-experiment
• causal inference

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date: 06 December 2024

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