When the Dairy Farmers of Canada conducted initial research on milk consumers, it discovered that many believed milk was too fattening and too high in cholesterol. The association felt that these beliefs might be related to the overall decline in milk consumption in Canada. To test this assumption, the association ran a television Advertising campaign to demonstrate that milk was a healthful product and essential to a person's diet. In its tracking studies, it found that the ad campaign did change Consumer attitudes toward milk, which, in turn, was related to a subsequent increase in milk consumption. This is an example of research, followed up by
________ research.

Question

Quizplus · Accepted Answer

The initial research to understand consumer beliefs about milk was exploratory, aiming to uncover attitudes and perceptions. The follow-up research, involving an ad campaign and tracking its effect on attitudes and consumption, was causal, as it sought to establish the effect of changing perceptions on milk consumption.

When the Dairy Farmers of Canada Conducted Initial Research on Milk