1.4. OBSERVATIONAL STUDIES AND SAMPLING STRATEGIES 19
1.3.5 Introducing observational studies and experiments
There are two pri mary types of data collection: observational studies and experi ments.
Researchers perform an obser vational study when they collect data in a way that
does not directly inter fer e with how the data arise. For instance, researchers may collect
information via surveys, review medical or company records, or follow a cohort of many
similar in d ivi d ual s to study why certain diseases might develop. In each of these situations,
researchers merely observe the data that arise. In general, observational studies can pro-
vide evidence of a naturally occurring association between variables, but they cannot by
themselves show a causal connection.
When researchers want to investigate the possibility of a causal connection, they con-
duct an experiment. Usually there wil l be both an explanatory and a response variable.
For instance, we may suspect administeri n g a dr u g will reduce mortality in heart attack
patients over the following year. To check if there really is a causal connection between
the explanat or y variable and the response, researchers will collect a sample of individuals
and split them into groups. Th e individuals in each group are assigned a treatment. When
individuals are randomly assigned to a group, the experiment is called a randomized ex-
periment. For example, each heart attack patient in the drug trial could be randomly
assigned, perhaps by flipping a coin, into one of two groups: the first group receives a
placebo (fake treatment) and the second group receives the drug. See the case study in
Section 1.1 for another example of an experiment, though that study did not employ a
placebo.
TIP: association 6= causation
In general, association does not imply causation, and causation can only be inferred
from a randomized experiment.
1.4 Observational studies and sampling strategies
1.4.1 Obs ervational studies
Generally, data in observational studies are collected only by moni tor i n g what occurs,
while experiments require the primary explanatory variable in a study be assigned for each
subject by the researchers.
Making causal conclusions based on experiments is often reason abl e . However, making
the same causal conclusions based on observational data can b e treacherous and is not rec-
ommended. Thus, observational studies are generally only sufficient to show associations.
J
Guided Practice 1.10 Suppose an observational study tracked sunscreen use and
skin cancer, and it was found that the more sunscreen someone used, the more likely
the person was to have skin cancer. Does this mean sunscreen causes skin cancer?
12
Some previous research tells us that using sunscr een actually reduces skin cancer risk,
so maybe there is another variable that can explain thi s hypotheti cal association between
sunscreen usage and skin canc er . On e important piece of informati on that is absent is sun
exposure. If someone is out in the su n all day, she is more likely to use sunscreen and more
likely to get skin cancer. Exposure to the sun is unaccounted for in the simple investigation.
12
No. See the paragraph following the exercise for an explanation.