(See related pages)
After reading this chapter, you will be able to
- Discuss the characteristics, benefits, and weaknesses of observational techniques, and explain how these techniques are used to collect primary data.
- Describe and explain the importance of and differences between the variables used in experimental research designs.
- Explain the theoretical importance and impact of internal, external, and construct validity measures in experiments and interpreting functional relationships.
- Discuss the three major types of experimental designs used in marketing research. Explain the pros and cons of using causal designs as a means of assessing relationship outcomes.
- Explain what test markets are, the importance and difficulties of executing this type of research design, and how the resulting data structures are used by researchers and marketing practitioners.
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