Experimental research is not used very often in marketing research. Why is that? Why are most marketing research studies descriptive instead of experimental? Briefly explain how the soda company discussed in Units 2 and 3 might try to create a study using an experimental design to determine if consumers like the taste of its new cola product. What challenges would the soda company face in creating that design? Could the company use a quasi-experimental design instead? If so, which design might it use and why?
Why would it be much easier for the firm to create a descriptive study? If the company does a descriptive study, why does it need to be careful not to suggest a cause-and-effect relationship when reporting its results?