Briefly explain what a marketing experiment is. Include the definitions of dependent and independent variables and give examples of each.

An experiment involves obtaining data by manipulating factors under tightly controlled conditions to test cause and effect, an example of causal research. The interest is in whether changing one of the independent variables (a cause) will change the behavior of the dependent variable being studied (the result). In marketing experiments, the independent variables of interest-sometimes called the marketing drivers-are often one or more of the marketing mix elements, such as a product's features, price, or promotion. The ideal dependent variable is a change in purchases (sales in dollars or units) of individuals, households, or organizations.