Questions

1 Indicate the different types of observation procedure that may be used. Give examples of when each might be appropriate.

2 What is meant by scanning? What use can be made of information gathered in this way?

3 What are the essential features of an experiment?

4 Distinguish between the different types of experimental design, including statistical designs, indicating the limitations of each one.

5 What is test marketing? What factors should be taken into account when setting up a traditional test market?

6 What are consumer-tracking studies? What is their purpose?

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