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 conducted by the Dairy Farmers of Canada was exploratory in nature, as it aimed to identify the possible reasons behind the decline in milk consumption. The subsequent advertising campaign and tracking studies were designed to test the association's hypothesis and establish a causal relationship between the advertising campaign and the increase in milk consumption. Therefore, the subsequent research was causal in nature. Hence, option D, exploratory; causal, is the best choice.

When the Dairy Farmers of Canada Conducted Initial Research on Milk