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.

Question

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The marketing professor is conducting a blind taste test to test a specific hypothesis, which falls under the category of causal research. The purpose is to determine if there is a causal relationship between the brand of coffee and consumer choice. The aim of this research is to enhance and extend an existing academic model, which implies that the research is building upon previous work, making it an example of applied research.

A Marketing Professor Uses His Students as Subjects in a Blind