Marketing Research

1) What are the goal/s and methodological structure of a market test? Discuss issues of control, realism, specification of independent and dependent variables.
2) Describe advantages and disadvantages of internet-based surveys executed by using an internet panel.
3)What is the process for developing a multi-item scale? Use a Likert-style scale as an example.
4)Discuss the main differences between comparative and non-comparative questions. Provide examples of both types of scales.