Causality concept

This concept is relevant in conducting experimental research designs in the marketing research. This causality means something very different to what an average person thinks. The scientific meaning of causality deals with two things. Firstly, it presumes the relationship between two variables is probabilistic and not deterministic i.e., the occurrence of X increases the probability of the occurrence of Y. Secondly, one can only infer a cause-and-effect relationship on the basis of data and one can not prove it conclusively.