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Testing Causal Relationships

In: Research Methodology in Marketing

Author

Listed:
  • Martin Eisend

    (European University Viadrina)

  • Alfred Kuss

    (Freie Universität Berlin)

Abstract

The investigation of causal relationships is of central concern to science. The proof of causality requires a number of typical features and conditions. There are different types of causal relationships, in particular direct, indirect, and moderated causal relationships. The investigation of causal relationships is typically carried out in the context of experiments. With experimental designs, it is possible to meet the conditions to prove causality. The quality criteria for the evaluation of experimental designs are internal validity and external validity. In certain situations, where the essential principles of experimental investigations do apply, but not all corresponding requirements are met, one speaks of quasi-experiments. Another method for investigating complex causalities is Qualitative Comparative Analysis.

Suggested Citation

  • Martin Eisend & Alfred Kuss, 2019. "Testing Causal Relationships," Springer Books, in: Research Methodology in Marketing, chapter 8, pages 173-193, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-10794-9_8
    DOI: 10.1007/978-3-030-10794-9_8
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