Types of Market Research studies

In causal research, the objective is to determine whether one variable has an effect on another. In examining data for broken utility poles, the Duquesne Light Company found that about 30% fewer poles were being damaged after Pennsylvania’s stricter drunken driving laws took effect in 1983. According to a company spokesperson, “It may just be a coincidence, but before ’83, we averaged 1000 broken poles a year. After that, it dropped to abort 700 a year. Most of the  accidents involving our poles occur between 1 and 4 A.M., about the time when most bars are closing and the people are going home.”

Regarding causal studies, it should be pointed out that statistical techniques alone cannot prove causality. Proof must be established on the basis of quantitative findings along with logic. In the case of the telephone poles in the preceding paragraph, it would seem obvious that causation was not in the reverse direction (i.e.., reduced pole damage causing the stricter drunk driving laws). However, we must consider the possibility that one or more other variables might have contributed to the reduction in pole damage—for example, the company may have begun a switch to underground wiring at the same time that the stricter drunken driving legislation was enacted.