Chapter 10 Learning Objectives

1. Discuss the characteristics, benefits, and weaknesses of observational techniques, and explain how these techniques are used to collect primary data.

2. Describe and explain the importance of and differences between the variables used in experimental research design.

3. Explain the theoretical importance and impact of internal, external, and construct validity measures in experiments and interpreting functional relationships.

4. 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.

5. Explain what test markets are, the importance and difficulties of executing this type of research designs, and how the resulting data structures are used by researchers and marketing practitioners.