Answer the following short-answer questions:

1. What are the metrics that can be used to determine the marketing research objective? Specify how they are calculated and in what context they can be used.

2. What are the approaches and purposes (or research questions) of each of the three major research designs?

3. What is the role of the moderator and notes taker in a focus group? What is the role of the interviewer in an in-depth interview? What is the role of the researcher in ethnographic studies?

4. What is the suggested order of questions on a questionnaire survey from beginning to the end? And why do we prefer sorting them by this order?

5. Apple developed two designs for iPhone X. In order to select one of the designs, it conducted a lab experiment in which there were two groups each consisting of 20 respondents. Group 1 consisted of college students with age ranging from 18-22 years old, and group 2 consisted of white-collar workers with age ranging from 30-40 years old. Design-1 was shown to group 1 and Design-2 was shown to group 2. Then the purchase intention was measured and compared for both groups. Is it a good causal research design and why?

addition question: Using construal theory, identify 4 major dyads of construal to explain he differences in behavior between the groups.