Experiential Initiatives Dilemma at 4URBABY: Validation through Experimentation
This caselet is useful to introduce the students/participants to the experimentation methods of causal research. Rakesh Rao (Rakesh), the Founder and CEO, 4URBABY, a major Kidswear retail chain, wants to validate his new experiential initiatives to be implemented at 4URBABY stores. Upon request of Rakesh, Dr. Pranay Rao (Pranay), CEO of Marvel Research, one of the most sought after marketing research companies, wanted to conduct relevant experiment to infer the required information.
Prerequisite Conceptual Understanding
The students/participants should be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Marketing Research:
- • Naresh K. Malhotra and Satyabhushan Dash, “Causal Research Design: Experimentation”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the concept of causal research design
Case Positioning and Setting
This caselet can be used in:
MBA Program/MDPs/EDPs – Marketing Research Course – To introduce the participants/students to the concept of causal research design
- I. What do you understand by causal research? Are there any conditions for the causality? What are the concepts involved in causality, in the case of 4URBABY?
- II. What are extraneous variables? What according to you are 4URBABY’s extraneous variables, especially from the standpoint of envisaged Marketing Research? How do you control the extraneous variables?
- III. .....................................
Preamble to this Caselet Analysis
This caselet was used to introduce the participants/students to the idea of experimentation methods in causal research design. These methods were discussed and analyzed in the light of 4URBABY’s business challenge of improving customer experience by launching three new experiential initiatives – Meet the Expert, Expert Mom and Fairy Family – in its stores. Accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I]:.....................