When the marketing question is still being formed, the researcher should go with conductingcausal research.

Question

BlackTom AI · Accepted Answer

Consider the statement: 'When the marketing question is still being formed, the researcher should go with conducting causal research.'
Option 1: True. The claim suggests jumping straight into causal research to identify relationships. This is misleading because causal research requires clear hypotheses and identifiable variables, which typically come after a well-defined problem or question. When the marketing question is still being formed, there is insufficient basis to infer causality; at this stage, researchers usually rely on exploratory methods to generate insights, observe phenomena, and uncover potential factors. Relying on causal research early can lead to biased assumptions and overconfident conclusions without a solid model.
Option 2: False. The more accurate stance is that causal research is not appropriate when the issue is still being defined. During the early stages, researchers deploy exploratory research (e.g., interviews, focus groups, exploratory surveys) to understand the context, identify variables of interest, and formulate research questions or hypotheses. This approach helps in building a solid foundation before designing studies that test cause-and-effect relationships. Additionally, descriptive or qualitative approaches may be used to map the landscape, whereas causal studies assume a more developed theoretical framework and clear operationalization.
In summary, the core misconception in the statement is assuming causality can be established before the problem is clearly defined. Early-stage research benefits from open-ended, explorative methods to shape the question, rather than committing to causal designs prematurely.

When the marketing question is still being formed, the researcher should go with conductingcausal research.

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