A Marketing Professor Uses His Students as Subjects in a Blind

Multiple Choice

A marketing professor uses his students as subjects in a blind taste test in order to test the hypotheses that there is a significant difference between three brands of gourmet coffee. He is trying to enhance and extend an existing academic model of consumer choice that is widely used in consumer behavior. This is an example of _____ research.

A) exploratory
B) basic
C) descriptive
D) causal
E) Both b and c